I was directed by a Facebook notification to a quotation so important that it deserved its own graphic panel. Clearly, this was a quote that needed to be read. As I read I thought, “This guy and I think a lot alike. Who is this Plato of the conversion world?”
At the end was my name, and the quote had been taken from one of my recent blog posts on conversion and design. You could hear the air squealing into my already inflated head.
So infatuated was I with myself, that I immediately shared the – quotegraph? – with my entire network, and I’m writing a blog post about it. Who would have created such a honeypot for my ego? What entity would benefit from such bold action?
It was the very smart marketers at Unbounce. Their service provides easy ways to develop landing pages and to test different versions of those landing pages. Who spends their time recommending – nay demanding – that businesses use targeted landing pages to increase leads and sales? I do, as well as many other marketing experts, some of whom have already been targeted by Unbounce flattery.
If you’re reading this and this is your first introduction to the people at Unbounce, then tell us in the comments. That will be a testimonial to how effective this technique can be.
And it’s cheap.
I (and other experts) provide the content. All Unbounce had to do was lay the quote out all big and bold, and post it on Facebook. Very smart.
Will this also end up on my Pinterest page? Oh, yes.
Steal this idea for your industry.
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Landing pages baffle and confuse us. There are a dozens of components that could be used on them: testimonials, trust symbols, long-form copy, video, Johnson boxes, risk reversal, and more.
One of the biggest problems is that we believe that they are Web pages first and foremost. This implies that they have our company logo, our Web site navigation, footer links, and that they are designed like our corporate Web site. This creates the wrong context for our landing pages that make them complex, confusing and ineffective.
If you’re new to the term, a landing page is a page with singular focus. It serves traffic from a single source generally and asks for one action to be completed: complete a form, buy a product, etc.
What if we started with the call to action and grew a page from there? Which components would we add and why?
We’ll start with this:
and built our landing page from there. We might find things less baffling.
Watch the video here. It’s part of our CRO Training. And it’s free.
Not only should B2B marketers try everything that B2C businesses are using, they risk irrelevance if they don’t.
What are you afraid of?
The goal of my Ion Interactive presentation “What Can We Learn from the Bad Boys of Marketing?” was to shake things up a bit.
Conversion marketing is about bringing visitors to choice. B2B conversion marketers carry this same burden.
Can marketers in more conservative industries use techniques proven to increase online leads and sales in B2C markets?
In my Ion Interactive webinar, I use two B2B landing pages to illustrate how these B2C techniques can be used: Mary O’Brien Adwords Advantage landing page AdwordAdvantage.com and CoverActionPro.com.
The elements are the same for B2B conversion marketing as they are for B2C webpages.
- Long copy
- Bold headlines
- Highlighting and bullets
- “Johnson” boxes
- Risk reversal
- Testimonials
- “Act” buttons
- Signatures and postscripts
Check out Secrets of The “Bad Boys” of Online Sales Conversion for a detailed description of these Useful B2B conversion marketing elements.
I go as far in the Webinar to state:
“Business to business copy sucks. It’s horrible to read. There is a need, that when someone recommends a site to their boss that you look professional, but it doesn’t mean you have to write like an idiot.”
Ready for B2B Conversion Marketing?
Anna Talerico Hosts Conversations on B2b Conversion Marketing
Certainly you can deliver a high-converting experience without harming your online brand, like CoverActionPro.
You have to work harder. You can’t ask a committee of executives to review your pages. You have to know how your page is performing and how changes are affecting your results.
You can learn more about analytics and their proper application at my AEN Short Course “Web Analytics: Tools and Best Practices” on June 11, 2010.
Enjoy the Webinar and don’t miss Anna Talerico’s Conversations on B2B Conversion Marketing podcast. Or give your sales a boost. Check out our lead generation solutions tailored to your industry.
