Are your users happy with your website, or are you simply assuming they are?
While many landing pages look different and use a variety of interesting strategies to pull in audiences, they all serve one major purpose. These pages get website visitors to convert to the next stage in the buyer's journey.
Rather than serving as a basic advertisement that shows a customer a product, a landing page aims to engage and delight a customer by offering them something that relates to the product or the company's industry. When they fill out the form and receive a reward of interesting content, they might be even more likely to trust your brand and become a customer.
Here's a quick example. If a business wants to sell an AI product that helps salespeople, they might create a landing page that offers audiences a free video on how to use AI in the sales industry. Interested audiences might offer their contact information in exchange for the valuable information. If they enjoy the video they've received, they might be more likely to respond to or purchase a product from a company rep who calls them.
In another scenario, a publishing company that targets an audience of chief executives might create a landing page that invites audiences to sign up for a webinar hosted by an executive at a major company.
After giving their email address on the signup form presented on the landing page, the leads get an email with the webinar dates and log in information, as well as instructions on how to sign up for the publication's newsletter or subscription. If the user is pleased by the webinar, they might sign up for the newsletter or a subscription to keep up with similar publication content.
Although their purpose is simple enough in theory, actually designing a successful landing page requires some detailed planning and creative testing.
Even after launching your landing page, you'll want to pay attention to conversion rates to see how well it's doing.
To determine your conversion rate, simply divide the number of conversions a webpage generates by the number of people who visited that page.
If your conversion rate isn't close to the average just yet, don't worry. Nailing those percentages can be a bit challenging at first, especially is you have a lot of regular page visitors. Luckily, there are a number of simple conversion rate optimization strategies that can help you boost your current rate quickly.
Regardless of what your business is selling or the conversion action you hope to instigate, it's helpful to get inspired by seeing what other great landing pages look like.
Pop quiz: If you had to define product marketing right now, what would you say?
A lot of folks have difficulty answering this question -- but don't worry, it's not your fault. Although product marketing is a prominent department across both B2B and B2C companies, it's pretty hard to find a good definition of it anywhere ... even on Google.
If you're not a total Instagram addict like me, you might go a day or two without checking your app. And when you check your feed, you might notice that some posts from friends were shared mere minutes ago, while others might be a few days old.
So, what gives? Why isn't your Instagram feed chronological anymore?
During the 1950s, Volkswagen sold a bus. Although now considered a classic vehicle, the bus remains an icon for the car company decades later. The cool part? Volkswagen just introduced their new VW Bus this year — it’s electric and features modern and sleek styling. Volkswagen’s marketing for the vehicle is eye-catching, unique, and fun, and it fits the original “hippie” vibe the company was once known for.
Volkswagen also released a TV commercial for the bus that’s clever, minimalist, and on-brand. It introduces the new vehicle with the song The Sound of Silence playing in the background (hint: electric cars are silent) and ends with a short message on the screen for viewers to read: “Introducing a new era of electric driving.” This sentiment touches on the fact Volkswagen is contributing to society’s interest in electric, eco-friendly vehicles, and it also relates back to this being a new era for the bus.
Whether you're in the process of launching a new business or already have one, having a strong online presence for your brand is extremely important.
In fact, 97% of people learn about local businesses online more than anywhere else.
When you’re looking for a local business that’ll fix your favorite pair of shoes, sell you the book your friend recommended, or bake a spaceship-themed cake for your kid’s birthday -- how do you find it?
You pull up your favorite search engine for a little online research, of course.
You've just spent thousands of dollars, countless hours, and have had more organizational nightmares than you'd care to admit, but you're done.
When it comes to turning web visitors into leads, 68% of B2B CEO’s use strategic landing pages as part of their strategy.
The average office worker sends 40 emails per day. That's 40 opportunities to market yourself and your business in those individual emails you send, every single day.
A lot of people treat their email signatures like an afterthought, which makes for a real missed opportunity. Those signatures are a chance for you to make it clear who you are, make it easy for people to reach you, and give people a place to go to find out more -- either about you, about your business, or about something you're working on.
Collecting high-quality leads is a major struggle for most marketers -- in fact, 61% of B2B marketers think generating high-quality leads is one of their biggest challenges.
Marketing moves at the speed of light … er, at least it feels that way when you’re brainstorming a new campaign or strategy, and all of a sudden, a new statistic or technology release changes everything.