Are you using landing pages to achieve B2B lead generation objectives for your service or tool?
An optimized landing page design can make the cost of a lead drop like a stone, if you know what you’re doing.
This article will dig deep into three landing pages from some of the biggest B2B companies in the world and uncover how they’re generating leads and what they have done (or not!) in terms of landing page optimization.
Let’s have a look at some landing page examples.
Here they come 3 B2B landing pages that exist for the purpose of generating leads.
#1: Salesforce’s lead generating landing page offers free demos
Salesforce (the world’s leading CRM service) is looking to generate leads with an ebook. Here’s what their B2B lead-generating landing page looks like:
What I like:
The USP – It’s clear and to the point. This selling proposition tells you exactly what you’re going to get. I also like the nuance of peer pressure with “#1 sales app”, which basically says “if everybody else likes us, you will too!”
The simplicity – There are no distractions here, such as a navigation bar or multiple different call-to-actions (CTAs). The B2B landing page is all above the fold, which is appropriate for their focus.
The benefit list – It’s succinct and tells you the specific percent increase in revenue, productivity, etc. Numbers in general are eye-catching, and specific numbers help assure legitimacy when it comes to
The entry form – This entry form is a great balance of generating the information they need to maximize their sales funnel’s effectiveness, but not asking too much that engagement isn’t worth it to their possible lead.
The trust symbols – The TRUSTe and Norton Secured logos (right beneath the entry form) are seriously effective for leads who are giving their private information. Along with the “Salesforce does not share, sell, or rent… identifiable information” they create an essential trust between company and lead.
The CTA copy – Any CTA that steers clear of the standard “submit here” or “buy now” deserves a gold star in my book. I like that Salesforce uses unique CTA copy that excites people.
What I’d change or test:
Contrast the color scheme more – especially when it comes to the entry forms CTA. Use an orange or yellow to make the CTA stand out against the blue entry form.
The entry form – I mentioned above that I like the balance Salesforce has found, but it’s always worth testing your entry form fields. Is getting more demographic and lead information worth the increased bounce rates? Test this for yourself!
A visually-appealing or eye-catching image – Best practice is of a person smiling. Perhaps one of their sales associates on the phone?
Making the benefit list more visible – I’d recommend testing bullet-points of a contrasting color or larger font.
Social share buttons – Social share icons would increase the spread of Salesforce’s free demo option. They require literally no maintenance once they’re set up, and even if they drive only a couple dozen visitors a year, they don’t hurt at all.
#2: Salesboard requires no commitment with their free trial
Salesboard, another CRM service, is generating leads with a free trial. Let’s take a look at their B2B lead-generating landing page:
What I like:
Well-organized landing page – It’s simple and straightforward with easy to read, encapsulated buttons, CTAs and information.
The USP – The USP itself is pretty average. What I like about it is that they’ve incorporated the idea with their B2B landing page design and formatting by creating a landing page that is both visually appealing and simple itself.
The videos – Videos are incredibly effective at communicating a brand story, how your service or product works, as well as making your business more personal.
What I’d change or test:
The CTAs – I’m actually a bit confused by this page. At the top we have “sign up free”, which is a great value proposition CTA. However, at the bottom we have not only a monthly rate, but our CTA has lost the word “free,” which is unfortunate because “free” is a tried and true practice when it comes to value propositions.
Customer testimonial or trust symbol – Your landing page visitors need to know you’re for real. I’d definitely recommend testing a more solid trust factor, such as a trust symbol or customer testimonial equipped with an image of the client. Trust symbols on landing pages have been known to increase conversions by 42%.
Focus on the benefits of their service as opposed to the features – This really helps visitors understand the value that your service gives them. This will prompt your visitors to become leads. For more on using benefits vs features, check out Wishpond’s article “ Landing Pages, How to Sell without Selling
#3: Marin Software generates leads by offering insight to clients
Marin Software, an online advertising tool, uses one of their valuable whitepapers to get lead information from visitors. Here’s their B2B lead-generating landing page:
What I like:
The benefit list – Listing the benefits rather than the features of the ebook makes potential leads realize what it can offer them.
The contrast of the CTA – The orange CTA button color is extremely effective at attracting the eye. Your CTA should be one of the things the eye of your visitor lands on (after the USP and, arguably, the image).
The formatting – The short paragraphs, subheader, bullet points and different sized fonts communicate the white paper’s value in an easy-to-read and see format.
What I’d change or test:
Get rid of the navigation bar – This distracts from the purpose of the landing page, as it is a step in the sales funnel and not a home page. The purpose of this page is to generate leads and the navigation bar is only losing them.
Try less form fields – There are a lot of form fields for their visitors to fill out in order to download this white paper. Taking out a field or two might help increase click-throughs.
A more obvious trust factor – It’s mentioned that Marin Software is Google’s largest search advertising API partner in the first paragraph, but they should separate it from the white paper info and encapsulate it.
Test the use of an image – Images go a long way in grabbing the attention of your landing page visitors – just make sure the image has a purpose on your landing page.
Test the CTA copy – “Continue” doesn’t encourage action as much as something like, “get your free ebook” would. Don’t tell your potential leads what to do, but tell them what they’ll get by clicking through. Changing your CTA text could increase your CTR by 161%.
Include social share buttons -Give landing page visitors an easy way to share your free white paper.
Conclusion
Hopefully these landing page examples give you a better idea of the do’s and dont’s of your B2B pages.
Remember that testing is key when optimizing your page, and what works for your competitors will not necessarily work for you. Stick to the best practices I’ve given above, and test the rest.
Further Reading:
- Landing Pages: The Fundamentals and Conversion Principles
- 5 B2B Lead Generation Strategies We Use Ourselves
- How to A/B Test your Landing Page to Maximize Conversions
- 7 Landing Page Mistakes that are Costing you Conversions
- Landing Pages: Optimizing your Landing Page for Lead Generation
- Landing Pages: How to Sell without Selling
By Cara Tarbaj @ Wishpond
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