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6 Examples of the Best B2B Landing Pages (and the Secrets to Steal From Them)

Best B2B Landing Pages

B2B products and services can be difficult to fully capture on a landing page—we know from experience.

Whether it’s defining your conversion goal, ordering your page sections, or writing copy that resonates, it’s not always a walk in the park. Not to mention B2B can involve so many more decision makers you may need to appeal to. Showcasing the value of something like software at scale can be trickier than explaining how your cutting-edge hoverboard might benefit just one person.

But, in our view, building a successful B2B page boils down to a few key things:

  • Creating an engaging experience that makes prospects acutely aware of the problem you solve
  • Promoting your offer clearly and simply, and
  • Cleverly leading visitors through consideration, towards conversion.

Persuasion sounds great in theory, hey, but what does this actually involve?

To help you better understand what makes an effective B2B landing page, we’ve analyzed six Unbounce-built pages doing a great job. Scroll through the examples to see what they do especially well, and how you can take their techniques to the next level.

1. PIM on Cloud

PIM on Cloud Landing Page
Image courtesy of PIM on Cloud. (Click image to see the full page.)

Best practice to steal: Where appropriate, bring prospects through several stages of the customer journey.

Sales cycles vary per industry, sure, but the process always starts with building interest and (ideally) ends with a purchase decision. Designed properly, some landing pages can take readers through each of these stages as they scroll from top to bottom. We found PIM on Cloud’s long-form landing page does this really well.

PIM on Cloud Landing Page Features

This brand builds awareness by offering a description of their service (in the first two page sections), they guide prospects through consideration with a list of features and benefits, and then drive conversions by detailing available plans alongside their calls to action (i.e. “Choose plan” or “Ask for pricing”, respectively).

Though some landing pages are designed to increase conversions at the bottom of the funnel, providing a more holistic journey—like PIM on Cloud does—allows a wider net for prospects to learn more. This page could even be a destination URL for many of PIM’s branded Google Ads because it’s so high-level.

PIM on Cloud Anchor

Of course, some visitors will also know exactly what they’re looking for from the start, so PIM on Cloud includes anchor navigation on this page for a choose-your-adventure experience. Thanks to this, more qualified prospects can jump straight to the details most relevant to them. While landing pages shouldn’t have tons of links on them (your main site navigation would be a real no-no, for example), anchor navigation is recommended if you’re trying to cover a lot of info at once. They can make longer pages like this more digestible.

Bonus: PIM on Cloud’s landing page provides readers with an FAQ section and a contact form, further opportunity for prospects to evaluate their decision—and for the brand to collect valuable leads. When you make landing pages that cover a broad offer, be sure to consider whether you might use an FAQ to ease any potential friction, and leave a way people can get in touch with you directly just in case.

2. Resource Guru

Resource Guru Landing Page
Image courtesy of Resource Guru. (Click image to see the full page.)

Best practice to steal: Help prospects visualize a complex idea.

Many B2B products and services solve complex problems. As a result, landing pages need to be designed in such a way that they make it easy for potential customers to understand features and benefits. One way to do this is to incorporate visual elements like videos, images, and even animations—all of which can help drive conversions. According to Eyeview, using a video on your landing page can increase conversions by up to 80%.

Resource Guru’s landing page is effective because it greets viewers with a large play button as soon as they land. Pressing play is intuitive and launches a high-quality explainer video. They let this video do the talking, then quickly request an action from visitors.

Taking it to the next level:

Instead of a simple play button, this landing page could have benefitted from including a video thumbnail featuring people’s faces. Visually compelling thumbnails that align with your video’s content can actually increase play rate.

Additionally, it’s always a good idea to reiterate all the core points from your video script on your landing page in text. This ensures that even in the event you have a low play rate, prospects can still learn about your offer without having to click play. Whether they left their headphones at home that day or prefer text, it’s good to have a backup plan.

3. Blink

Blink Landing Page
Image courtesy of Blink. (Click image to see the full page.)

Best practice to steal: Include the right kind of proof to build trust and credibility.

Blink’s landing page above relies heavily on testimonials and a list of select, high-profile clients, which are presented immediately below their contact form. Also, rather than diving into product features, Blink backs up their expertise by showcasing industry awards.

Taking it to the next level:

Although testimonials, logos, and other social proof are effective, it’s worth noting that Blink misses the opportunity to (immediately) explain what they actually do for customers at the start of this page.

According to Nielsen Norman Group, 57% of visitors’ time spent on a page occurs above the fold (and 74% is spent on the first two screenfuls). If your company’s offerings are at the very bottom, as they are on Blink’s landing page, visitors may click away without context. Overall, make sure your pages get into the details of what you do before explaining why you’re the best at doing it.

4. MediaValet

MediaValet Landing Page
Image courtesy of MediaValet. (Click image to see full page.)

Best practice to steal: The rule of three works great for layouts and benefit copy.

The rule of three is one of the most successful methods for memorizing content—we’ve seen it used in film, advertising, and beyond—and MediaValet’s landing page is no exception.

The digital asset management company applies the rule of three when presenting their key benefits and testimonials. This clear, concise, and easy-to-consume structure is also key to the landing page’s successful layout: it introduces the product, backs up their claims with stats, and provides an easy way for prospects to request a demo. The easier visitors can consume and retain the content on your landing page, the better equipped they are to make a decision to purchase. They’re also more likely to keep scrolling instead of being overwhelmed by too much info.

MediaValet Form

Taking it to the next level:

Headline clarity is key, and you only have the first few words of anything to convince people to keep reading. In my opinion, MediaValet could have benefited from using a variation of their sub-headline (“Organize your assets, marketing content and media in one central location with digital asset management.”) as their primary headline to make their product offer that much more obvious.

5. Vivonet Kiosk

Vivonet Kiosk Landing Page
Image courtesy of Vivonet Kiosk. (Click image to see full page.)

Best practice to steal: A floating CTA button gives you a greater chance to convert.

A landing page has one goal—to convince visitors to take action. Whatever the intended next step, it’s your job to create a clear, strategically placed call to action that lets visitors know what to do next. Using multiple CTAs can be distracting to your audience, but a consistent CTA that follows visitors throughout their experience? That’s crystal clear.

Vivonet Kiosk uses a floating CTA button that follows visitors as they scroll down the page. No matter where they’re at, the “Talk to Us About Kiosks” button remains in the bottom right-hand corner of their screen.

6. Unbounce

PPC Page

Best practice to steal: Have a conversation with your prospects.

Alright, y’got me. I’m using an Unbounce example here, but I think you’ll agree it’s pretty good. This is a landing page we created to speak about a problem we solve, and drive signups.

In the screenshot you may notice that this page actually breaks one of the rules we established above: it includes the main site navigation. Think of this as a hybrid, as well as a great example of how flexible you can be. Our page is structured with the persuasive force of a landing page (and built using our builder)—but incorporates neatly into the rest of our site, living on our domain and sharing the site’s nav. We do this fairly often when we want to build a web page especially quickly for the site that would otherwise require a ton of dev work.

Since Unbounce markets to marketers, we also wanted to overcome the hardened shell of skepticism that so many of us develop when it comes to other people’s campaigns. So this landing page uses a conversational framework to build trust. It offers a straightforward rundown of both the problem—running ads has become increasingly pricey—and the solution before it ever pitches our platform. And the inclusion of a chatbot invites you to ask questions we don’t cover, keeping the conversation going.

Of course, a landing page with an educational tone risks losing the reader’s attention—the same way a boring teacher might. In addition to a friendlier tone, we use interactive elements, animations, and social proof in the form of quotes from digital marketers. All of these elements keep things lively and provide added detail.

PPC Detail

Like the example from PIM on Cloud, we also anticipated less qualified prospects might visit the page, so we include tabs and collapsible page sections that provide more info or answer questions. If a reader happens to hit the page without a strong understanding of what we mean by “landing page,” for instance, they can click to learn the answer, without leaving. Like any good conversationalist, we listen as well as talk.

Feeling inspired? Learn how to design and build a B2B landing page in just seven simple steps.

Follow this link – 

6 Examples of the Best B2B Landing Pages (and the Secrets to Steal From Them)

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Landing Page Essentials: A Free Video Crash Course from Unbounce and Skillshare

Ever heard the saying “Cart before the horse”? Or “You have to crawl before you can walk”? Or “You can’t put lipstick on a landing page with 27 links”?

That last one may be exclusive to landing page software employees, but the sentiment is the same. Unless the foundation of your landing page is strong, any optimization beyond that will be a waste of your time—and ad spend. Because even the slickest, fanciest landing page will leak precious conversions if it lacks certain crucial elements.

For the sake of those ad dollars, let’s go back to basics.

In collaboration with our friends (and customers!) at Skillshare, we’ve created a free video crash course on the fundamentals of a high-converting landing page. Whether you’re building your first page or just want a refresher, you’ll get a checklist to set up each of your pages for success.

The full course, Creating Dedicated Landing Pages: How to Get Better ROI for Your Marketing Spend, is hosted by Unbounce VP of Product Marketing Ryan Engley and comprised of 11 videos totalling a quick 31 minutes. Sign up for a free Skillshare account and dive right into binge mode, or keep scrolling for an overview of what every landing page you create should have.

Bonus: Skillshare is offering 2 free months and access to thousands of other marketing classes just for signing up through our course.

Who’s it for?

Anyone running marketing campaigns! But in particular, those who execute on them.

Whether you’re responsible for launching paid advertising campaigns, build and design landing pages yourself, or work with designers and copywriters to create them, this course will ensure you’ve covered every base to create a compelling and high-converting post-click experience.

In a nutshell: It’s for anyone who runs paid marketing campaigns and wants to get the most bang for their buck.

What will it teach me?

In 11 videos, Ryan will take you through the process of creating a persuasive marketing campaign, cover each step of building a successful landing page within it, and explain the “why” behind it all so you’re taught to fish instead of just being handed the fish.

A few tidbits to start

Attention Ratio

If you’re thinking, “What’s wrong with sending people to my homepage?” then Attention Ratio is a great place to start.

“Your website is a bit of a jack of all trades,” Ryan explains. “Usually it’ll have a ton of content for SEO purposes, maybe information about your team…but if you’re running a marketing campaign and you have a single call to action in mind, your website’s not going to do you any favours.”

The more links you have on your page, the more distractions there are from your campaign’s CTA. You don’t want people to explore—you want them to act. And an Attention Ratio of 1:1 is a powerful way of achieving that.

Learn more about Attention Ratio in chapter three.

Unique Selling Proposition (USP)

Somewhat self-explanatory, your Unique Selling Proposition describes the benefit you offer, how you solve for prospects’ needs, and what distinguishes you from the competition. This doesn’t all have to fit in one sentence, rather, it can reveal itself throughout the page. But if you’re going to focus on one place to do the “heavy lifting,” as Ryan calls it, this place should be your headline and subhead.

Take Skillshare’s landing page for a content marketing course by Buzzfeed’s Matt Bellassai (if his name doesn’t ring a bell, Google him, grab some popcorn, and come back to us with a few laughter-induced tears streaming down your face). Without even looking at the rest of the page, you know exactly what you’ll get out of this course and how it will help you achieve a goal.

Learn more about Unique Selling Proposition in chapter five.

Social Proof

What’s more convincing than word of mouth? Since we don’t advise stalking and hiring people’s friends to tell prospects how great you are, the next best thing is to feature testimonials on your landing page. The key here is that you’re establishing trust and credibility by having someone else back you up.

Customer quotes, case studies, and product reviews are just a few of the many ways you can inject social proof into your landing page. Think of it as a “seal of approval” woven into your story that shows prospects you deliver on the promise of your Unique Selling Proposition.

Customer testimonials serve as the proof in your pudding.

Learn more about Social Proof in chapter eight.

And now for all the bits

Watch all 11 episodes of Creating Dedicated Landing Pages: How to Get Better ROI for Your Marketing Spend to set your landing pages up for success in less time than it takes to finish your lunch break. Beyond being 100% free, it’ll save you a lot of guesswork in building landing pages that convert and precious ad spend to boot. So settle in for a mini binge watch with a sandwich on the company tab—you earned it.

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Landing Page Essentials: A Free Video Crash Course from Unbounce and Skillshare

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Expert SEO and CRO Tips From Klaviyo’s Ecommerce Summit, Part One

Klaviyo:BOS conference notebook

As a marketer, there are only so many conferences I can attend in a year — and this year all three happened to fall within two weeks of each other. By far the best one I attended was Klaviyo: BOS, a two-day summit focused on growth tactics and business strategy for online merchants and ecommerce brands. By the end of Day 1 my notebook was swimming with underlines, stars, and arrows with multiple circles around ideas and topics I wanted to explore once I got back to my co-working space. By the end of Day 2 I was so inspired…

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Expert SEO and CRO Tips From Klaviyo’s Ecommerce Summit, Part One

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What is Customer Retention, Importance, Examples & Techniques

customer-retention-introduction

Your best customers don’t just buy one product or use your service once. They come back again and again for more. Customer retention increases your customers’ lifetime value and boosts your revenue. It also helps you build amazing relationships with your customers. You aren’t just another website or store. They trust you with their money because you give them value in exchange. What what does customer retention mean? And how can you achieve customer retention through relationship-building strategies? Let’s explore these concepts in depth and look at a few examples that you can apply to your own business. What is…

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What is Customer Retention, Importance, Examples & Techniques

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Customers, Come Back! Learn How to Use Customer Retention to Your Advantage

customer-retention-introduction

Your best customers don’t just buy one product or use your service once. They come back again and again for more. Customer retention increases your customers’ lifetime value and boosts your revenue. It also helps you build amazing relationships with your customers. You aren’t just another website or store. They trust you with their money because you give them value in exchange. What does customer retention mean? And how can you achieve customer retention through relationship-building strategies? Let’s explore these concepts in depth and look at a few examples that you can apply to your own business. What is Customer…

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Customers, Come Back! Learn How to Use Customer Retention to Your Advantage

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6 Things You Need to Know About CRO & Social Login

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Entrepreneurs are always trying to figure out how to engage their user more and boost their website’s conversion rate. One way to do that is through social sign-on, also referred to as social login or lazy sign-in. With social login, users can access your website using the social account IDs that they already have instead of setting up new login details for your website. And they don’t have to remember a new set of login credentials. Simply put, social login enhances a website’s user experience while allowing marketers to collect more accurate user data, including gender, age, interests, relationship status and a…

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6 Things You Need to Know About CRO & Social Login

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The Most Effective Ecommerce Lead Generation Tips and Strategies

ecommerce-lead-generation

I have some bad news for you. It might hurt. Everything you’ve read about lead generation strategies might not apply to your business. Why? Because ecommerce lead generation is different. If you run a business outside the ecommerce family, feel free to check out another Crazy Egg article that applies to your company. For those of you in the ecommerce market, though, we need to set a few things straight. I’m going to share with you my best tips for effective ecommerce lead generation, and you might notice that they’re not the same as the tactics you might use for,…

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The Most Effective Ecommerce Lead Generation Tips and Strategies

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The Top 7 Popup Forms to Skyrocket Your Conversions

popup-forms

The ultimate end goal for every single visitor to your website is to turn them into a customer or a recurring visitor. The problem is that turning visitors into regulars can be tricky. Really tricky. There is, however, an easier way to convert visitors without wasting your time or theirs—and it comes in an unexpected form. Pop-up form, to be exact. Simply by using well placed popup forms, you can boost your email subscription rate by 317% or more. With this in mind, we’re going to take a look at our top seven pop-up recommendations and discover how they’ll help…

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The Top 7 Popup Forms to Skyrocket Your Conversions

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Moving the needle: Strategic metric setting for your experimentation program

Once you have your metrics and KPIs set, you’ll want to devise a system for tracking and sharing your results….Read blog postabout:Moving the needle: Strategic metric setting for your experimentation program

The post Moving the needle: Strategic metric setting for your experimentation program appeared first on WiderFunnel Conversion Optimization.

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Moving the needle: Strategic metric setting for your experimentation program

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Landing Page Optimization: Best Practices, Tips and Tools (2018)

landing-page-optimization-2

Landing page optimization doesn’t happen overnight. That’s why marketers get frustrated — and often give up. If you want better landing pages, focus on collecting data. You should design your landing pages based on what you already know about your audience, but don’t stop there — make sure you collect even more information as more people visit your website. Converting that data into informed decisions about your marketing funnel can produce more leads and sales. Today, I’m going to teach you my best landing page optimization tips and tricks so you can attract more prospects and convert more customers. If…

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Landing Page Optimization: Best Practices, Tips and Tools (2018)