About halfway down the page, they’ve included an interactive tool with the title, “Here’s what you could win with Thinkific.” This is a nice homepage from Thinkific, but I’d like to draw your attention to one element in particular. #5 Thinkific: Show visitors the benefits of your solution Giving visitors this choice helps them expand their reach. That’s exactly why this example from Singular offers a primary CTA to enter your email address and “Create your free account” – but it also includes a secondary CTA for visitors who aren’t yet ready to sign up for “Request a demo”. They may even be looking for radically different things. If you’re aiming for vague intentions like this, visitors who click on your page may be at different stages of awareness (and looking to take different steps in their buyer’s journey). Type landing page on google for example, and you will get very different organic results, reflecting very different intentions: In general, these are the most generic keywords (in exact match). But there are keywords that are “multi-intentional”. In the majority of cases, we manage to align the call to action with the intention of a keyword or a set of keywords in a fairly precise way. And if not, they will look for another way out, or they will leave. If your visitor is ready to convert, he will convert. In reality, it is all about being in tune with the buying cycle. Some gurus still insist that you must limit the number of possible exits on landing pages at all costs – as if the visitor will decide to convert because you have given him no other option. Moral of the story: Optimise your call to actions to match the promise as closely as possible. And if visitors don’t know what they’ll get next, they have less reason to go further. If the form simply said “Submit” (another super common CTA on B2B landing pages), visitors would have no idea what they would get when they clicked that button. It’s so simple, yet so powerful – by being specific about the number of quotes, the page sets expectations well. The top form asks visitors to fill in personal information about what they are looking for, and then ends with a button: “Get 3 quotes”. This example from B2B Quotes shows how you can be more specific with your CTA to persuade more people to convert. And while they sometimes work well, they are not always the best solution. The “Get Started”, “Start Your Free Trial” and “Request a Quote” buttons are among the most popular. Many B2B landing pages have exactly the same generic CTAs. This landing page gets your foot in the door. If reducing the number of fields on the form makes you nervous, remember that you will still have time to gather more information from your prospects later in the sales process. All you have to do is enter your email address. This example from Shopify proves that rather than scare people with a series of questions on the homepage, they make it easy to get started with a free trial. “What is your name? What is your phone number? How big is your company?” That’s enough to make anyone want to leave. When qualifying B2B prospects, it can be tempting to ask them all the questions your sales team would like to know. #2 Shopify: Make the first step as easy as possible Thus, the page itself functions as an offer for people who want to get started immediately, and as a route to explore for visitors who want more information before converting.Īs a bonus, it helps your SEO and Adwords quality score. Each of these buttons takes you to a different section of their website, with more details on those use cases. The main CTA (call to action) is to start your free trial, but the page also gives visitors the opportunity to learn more about how they can use the platform to acquire, engage and support customers. But in B2B, people sometimes need more details before they decide to buy. You want to keep visitors focused on one CTA so they are more likely to convert. #1 Intercom: create links to other pagesĪs a rule, linking your landing page to other pages on your website is not a good idea. To help you better understand what makes a high-converting B2B landing page, we’ve immersed ourselves in dozens of analyses, and have selected the 23 best landing page examples for this article. Personalise as much as possible to get the right message across. Respond to the right intention, or intentions if they can be multiple. Present your offer accurately and clearly. And the most successful examples are not just pretty to look at – they also highlight three super important principles: You are often dealing with a longer sales cycle, multiple different decision makers and a complex offering.īut there are good B2B landing pages. B2B products and services can be difficult to present cleanly on a landing page.
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