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Develop Landing Pages and Forms That Convert Your Segmented Audiences

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Converting Your Audience...

All of the optimal website personalization and pristine messaging won't matter if you are unable to get your audience to give you their information. The importance of creating incredible content for general brand awareness, as well as building backlinks and credibility (for SEO) is immensely important.  
But the downside is the little immediate return that it can bring, which is why some businesses still don’t find the need to develop their marketing process. But this is where a landing page is so essential to the culmination of the content strategy. This where the sales engine really begins and the power of automation can start its magic.
THE AVERAGE LANDING PAGE CONVERSION RATE ACROSS INDUSTRIES IS 

2.35%


 with the top 25% converting At

5.31%


or higher.

Creating gated content has two important goals and that’s developing a desirable landing page, and creating a form that starts the sales engine.

Some good guidelines to follow are:

Guideline #1

CTA that are clear, short, and to the point and ensure that your copy is in line with the keywords you are currently trying to rank for

Guideline #2

Segment landing pages for each topic and traffic source. Keeping data as  detailed as possible will give you a better understanding, and save valuable  time in the long run.

guideline #3

Make sure you are giving your prospect clear information on the offer, bene  fits and what action you would like for them to take next.

guideline #4

Eliminate any navigational bars or elements. They only have two options -  put their information on the form, or press back out of the landing page

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A Step Further: Progressive Profiling

A technique that you should develop on your website to increase overall conversion rates is Progressive Profiling. With progressive profiling, you are able to gradually gather more information about your prospect over time.

These forms are adaptive and allows you to request information in 2-3 fields in one online session and will ask separate questions in the next. For example, you may receive a first name and an email the first session and maybe a business role and phone number the next session. 

This is very helpful in nurturing campaigns because you can leverage this information to create an adaptive form that allows you to create content tailored specific to the needs based on the information they provided.

Next: Authenticity on Social Media Platforms


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