A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

Are you getting ready to launch a new product or service or want to promote a special offer? The key to a successful launch campaign is the landing page to which you're driving traffic. Your landing page should be very focused on (1) communicating the product benefits and (2) capturing and converting leads. Here are five tactics we've found that greatly improves landing page conversion rates for our B2B clients:

1. Engage the audience with video, testimonials or useful downloadable materials. Make sure you build in tracking mechanisms so you know how often this content is being viewed or downloaded. And to increase the assimilation of this information (download rate), refrain from requiring visitors to fill out long forms before they can access the content.
2. Keep the message (benefits) simple. By using rollovers and dynamic content, visitors can drill down for more detail. This helps to keep the focus on the key benefits you're trying to communicate.
3. Feature a prominent call to action. Test button text, graphic treatment and location of the button to maximize conversions.
4. Optimize the landing page for organic search. What words are prospects using to search for products and services like yours? Make sure these most common search terms are laced throughout your landing page (in headlines and copy, the title, within PDFs and filenames).
5. Make it easy for people to provide their contact information. We've seen conversions increase dramatically by merely simplifying the contact form. Oftentimes you're tempted to ask for tons of interesting information to help qualify a lead, but this creates a barrier for people to fill out the form. Instead, try a two-step approach by asking for essential information first (contact name, company name and email) then follow-up in a confirmation or thank you email by asking for more detailed information (mailing address, segmentation-type questions, etc.).

To ensure a successful product launch, the most successful companies test all of these components and more.