I've attended several webinars presented this year by
Marketing Experiments where they shared results of tests conducted to improve the results which their clients get from website landing pages.
According to Flint McLaughlin, the 3 questions which the reader quickly asks themselves when viewing any web page are:
1. Where am I at?
2. What can I do here?
3. Why should I do it?
Some specific tips on how to improve success of B2B websites:
1. You can get more detailed information requests by responding with reply that's personalized to each inquiry, rather than using a generic reply form.
2. Use your best search marketing keywords to create targeted landing pages. Make sure to include keywords in headlines; and remember to add credibility indicators such as testimonials, awards and professional and business association membership logos to your landing page.
3. A series of email messages from an individual by name sent to same people can produce 4x the results of a single email message from a company. The main reason this works is that people don't want a relationship a company, they want it with a person.
I listened to a great webinar called "Top 4 Surprising A/B Test Case Studies + Live Landing Page Evaluation" hosted by Anne Holland of
Which Test Won? and Raquel Hirsch of
WiderFunnel.
I jotted notes on several response-boosting ideas which every business marketer should implement immediately:
1. Why bother testing?
Anne Holland claims that just doing any kind of testing can lift your response by up to 40%.
2. Bigger Buttons = Bigger Results
Raquel Hirsch said that in her testing the bigger the action button, the more clicks it produced. She's seen as high as 290% increase in conversion rate and sales just from increasing size of action button.
3. More Better Buttons Buzz
* The best performing colors now are red and orange.
* Top of page, especially on right side, is best location for most clicks.
* Test the language on button to improve results. Almost any language works better than "submit".
4. Pictures Can Do More Harm Than Good
Be very careful which pictures you use in your email marketing and on your landing pages. The picture must relate to the problem/need of your prospects. Anne's seen many tests where the addition of a so-called "pretty picture" has depressed results.
Links to Anne's free
On-Demand Webinars