Landing pages are often misunderstood outside the marketing world. They have made a splash on the business world and some clarification needs to be made. The bottom line is if you are not using them and expecting your engagements and conversions to rise, you may be in for a bumpy lead-generation ride.
Where is the landing page confusion among businesses?
Landing pages have shown the ability to help the business reach certain goals. However, that said, issues arise as many businesses believe that everyone is their target and anyone that lands on their website — on any page — must be interested in showing interest, and will do so “if they are really interested”.
Yes, while this is true, there are many factors that actually cause a conversion to happen. In this case, the conversion that I am referring to is when your site visitor actually provides you info they are interested in
What is the intent of a Landing Page?
“A landing page can be any page that someone lands on after clicking on an online marketing call-to-action.” ~ Oli Gardner
“The full intent of lead generation landing pages is to use a web form and a strong Call to Action (or CTA), for the purpose of collecting lead data such as names and email addresses. This is the primary type of landing page used for B2B marketing.” ~ Unbounce Landing Page Course
So what makes landing pages successful?
So you want high-converting landing pages and you are still not sure what that means. Unbounce’s Garrett Hughes put together an article about the “12 High-Converting Landing Pages (That’ll Make You Wish You Built ‘Em)” that talks about the 5-things that make a high-converting Landing Page:
1. Have a strong, contextual hero shot and supporting imagery
2. Present a single and focused call to action
3, Clearly state your value proposition with a compelling header and subhead
4, Outline the features and benefits (with emphasis on the latter)
5. Include testimonials and other forms of social proof
Landing Pages and their special features!!
While you can create campaigns to feed your user to a landing page within your site, there are some key takeaways that will separate you from the less professional.
A) In general, you cannot test the effectiveness of a page on your site. And while site builders are getting more sophisticated, most website frameworks are not designed for lead capture. Testing, including A/B testing, is crucial to understanding your engagement conversion and lead generation successes and non-successes.
B) Landing Pages have a single purpose. They are not mired down with distraction and are engineered to create a lift in your collection of visitors generated, generally, by an advertising campaign.
Are you building a landing page now?
If you answered “yes”, surely you have pondered about whether to DIY or hire someone, and with both, there are positives.
There are some great companies out there providing a landing pages service, however, my absolute favourite is Unbounce. They have two plans, a DIY or they can do it for you. If you do not know what you are doing, the later is often your most economical choice.
Your best choice, however, is that you can hire Cortex to do it for you and manage your account.
Either way, if you are building it yourself you should download this free checklist to ensure you are up to speed and double-checking your page through a Landing Page Check List before publishing.
To better understand how quizzes for lead generation work, we are going to follow the process of three companies whose quizzes combined to bring in 5,570 new email leads. We’ll look at the exact method each marketer used to formulate these quizzes and we’ll walk away with actionable ways you can create your own quizzes for lead generation.
World Wildlife Fund: This organization is one of the worlds’ largest dedicated conservation-based groups. They work around the world to protect endangered animals and environments. For their quiz, they used something called quiz purposing, which means creating a quiz based on past popular content. In simple terms, the World Wildlife Fund discovered that the most popular articles on their website were about the various animals they were protecting (this was done by looking at Google Analytics). Then they created a quiz where the results led to one of those popular articles.
UNiDAYS: Following the topic theme of pure entertainment, the questions in this quiz are meant to just be fun. The example here is “What’s your drink of choice?” which doesn’t have much of a direct bearing on the results of the quiz but does work to break the ice and create some conversation. This tactic works to build trust by just having a good time, at the end of the quiz when the opt-in form comes up and asks for an email address, people are more likely to give over their email address because it feels personal.
Viewsbank: This quiz gets really personal, another great way to ask quiz questions. People are surprisingly willing to answer personal questions when taking quizzes online, and personal questions double as an excellent way to build trust with someone you don’t know who is taking your quiz.
Viewsbank: This one is interesting. Viewsbank is a site that pays people to take surveys, and you have to be a member to take those surveys and make money. Their quiz asks for an email address in return for showing the results and getting your own personal invite to Viewsbank. This is a very direct tie-in to the product behind the company producing the quiz, but it turned out to be effective in this case.
World Wildlife Fund: The quiz results from The World Wildlife Fund have the primary objective of getting quiz takers to continue interacting with the website. There are two large orange buttons that point to “learn more about Grizzly bears in Alaska” and “learn more about grizzly bears” These buttons provide an easy and natural opportunity to continue engaging with The World Wildlife Fund, which is exactly what they want.