The most important element within the landing page is the form. It allows the user to leave their contact information in exchange for the content they are interested in. It represents the visitor's first interaction with the company.
For a form to have a better chance of converting, it must be eye-catching thanks to an intuitive design and good usability . Usability refers to the quality of the user's experience when navigating the page. A usable form means that it does not cause confusion, and that it is clear and efficient when filling it out.
Usability combined with design will determine the number of conversions on that page in relation to the number of visits. You should take into account the following issues:
- Text : appropriate language, clear purpose (in exchange for what will our user art director email database give us their data?), ask only for the necessary data.
- Appearance : concise text, make sure that all fields are visible at a glance without having to scroll, just the right number of fields, distinguishing between mandatory fields...
The most effective way to determine the best formula is to carry out tests, A/B tests... Only then will you be able to see what works.
HUBSPOT Success Story : Globalwebindex
This is a big data company that provides highly accurate data on digital user behavior to businesses. Its clients include Twitter, Google, and Microsoft. Globalwebindex was looking to use its vast data set to start doing Inbound and generating leads on a larger scale.
With the help of HubSpot, she then began to create landing pages from which to access her premium content and convert visitors into leads. Her Marketing Director assures that landing pages speed up lead generation and unite all the elements in an Inbound Marketing strategy .
Thanks to the optimization of landing pages among other strategies, GlobalWebIndex has tripled its leads.
Analyze
Once the strategy is in place, you must take into account a series of indicators that will impact the lead capture of your page . These are the most important KPIs that will help you measure results and determine the aspects to improve in order to increase leads:
- Backlinks : These are incoming links from other websites to pages on yours. It is important to keep track of the backlinks that are linked to your page, as this will affect your visibility on Google. Obviously, it is not as easy as it seems; not every link is valid; it is better to have 10 natural ones than 50 low-quality ones.
- Indexed pages : refers to the pages of your website indexed by Google.
- Total reach : How many people do your page updates reach?
- Total visits : how many people have visited your page?
- Total conversions : this is the star KPI that determines the number of leads captured.
- New customers : how many of these leads become customers? This is the focus of our strategy. All actions must be focused to a greater or lesser extent on this objective. In the case of lead acquisition, the quality of these leads is important and therefore their probability of becoming customers.
These indicators become extremely relevant information. They allow us to find out the nature of our leads and thus be able to better understand our potential clients in order to focus our strategy on them. As well as the actions that work to strengthen them and those that do not, to modify them.
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