So your inbound marketing campaign is ticking along and you are driving web traffic back to landing pages with killer content. But are you getting enough website conversions? Are your landing pages delivering the target number of leads? To increase your website conversion rate, you need to increase the number of landing pages. (And it goes without saying, your landing page offers need to offer valuable content!!)
In its report Marketing Benchmarks From 7,000 Businesses, HubSpot revealed that companies with 1 to 5 or even 6 to 10 landing pages don’t see much of an increase in web conversion rates, but companies with 10 to 15 landing pages see a web conversion increase of 55 percent. Fifteen landing pages is the first magic number. And it doesn’t matter if you are operating a B2B or a B2C site; the web conversion rate is basically the same (until you get more than 40 landing pages, at which B2B sites seem to have an advantage).
Landing Pages for Lead Generation
More landing pages mean more opportunities for website conversions, and to test new messages. More landing pages also give you an SEO advantage, since you have more pages to be indexed. If a web surfer hits the right search phrase it will take them right to your landing page.
When you are planning out your content, be sure to create landing pages specific for each offer. We call these Premium Content Offers (PCO), where you create a landing page unique to a specific offer. With PCOs there is no free lunch. You want to offer something of value, like a white paper or eBook, in exchange for contact information including name, email and phone number.
Landing Pages Have Different Purposes at Different Stages of the Buying Cycle
To maximize PCO returns, plan out your sales process with Top of the Funnel (ToFu), Middle of the Funnel (MoFu), and Bottom of the Funnel (BoFu) offers:
- Top of the Funnel content offers information to explain “what do I need?” These can be eBooks, checklists, buyer’s guides, wall maps etc.
- Middle of the Funnel content offers are more in-depth and promote credibility, addressing the question “why do I need it from you?” Offers include white papers, webinars, and case studies.
- Bottom of the Funnel content offers are to help close the sale; typically a free consultation, demonstration, free trial, or some other offer to drive sales conversion. The question to address here should promote urgency – “Why do I need this now?”
Each stage of the website conversion process requires more information from the prospect. Be sure to capture basic information such as name, title, company, and email. You might also include a qualifying question about their biggest concern or need as an ice breaker and to help categorize them in your CRM process.
As you are planning out your inbound marketing campaign set yourself a goal for specific web conversions and plan your landing pages accordingly.
Vary your offers to help guide prospects through the qualification and sales process. And tailor your landing pages to match each offer. The results should be revealing and show you how to refine your process to increase your web conversion rate. And remember, 15 landing pages is the first magic number.
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