Let’s start off by asking a simple question:
Do you want to boost response rates, generate more leads and increase sales?
You’re probably thinking it’s a silly question, right?
I mean, if you’re a marketing communications manager working tirelessly to generate leads for your scientific products and instrumentation, then obviously you’re looking to increase sales, generate more of these leads, and boost response rates.
But how do you actually do it?
Is it possible to double the response generated from scientific marketing communications like application notes?
The short answer is “Yes”.
Is it easy?
The short answer here is “No”.
Sadly, there is no magic bullet for increasing response.
But, the good news is by applying some proven direct response principlesto both your application notes and the marketing used to promote them, you can increase your conversion and response, thus generating more leads.
The little things do count.
For example, in the last issue, you learned 8 proven ideas for optimising your scientific application notes for lead generation.
Well, this time you’ll learn 8 proven ideas for optimising the landing pages you use to promote these application notes. This way, you’ll improve response and conversion… meaning more people will download and read your app notes.
So let’s get to it.
8 proven ideas for improving your landing pages
The copy on the landing pages you use to promote your application notes should be minimal. But don’t take it for granted. Small changes in copy, format and design can result in a significant increase in conversion.
1. Brand every landing page. Your company logo should be visible on each landing page. The top of the page is ideal. But it can be placed anywhere, as long as it’s clearly visible.
This way, visitors instantly know who’s offering the content. This is important because they want to see known brands they trust. They want to know they’ve landed on the right page.
2. Make sure the key messages are restated. The headline and bullets you use in emails, letters or ads promoting your application notes should be reused on the landing page.
This provides continuity between the email/ad and the landing page, so the reader will know they’ve come to the right place. You’ll also be repeating the same messages they responded to in the ad/email, further increasing their desire to download the content.
3. Always use the word “free” wherever possible. Free is one of the most persuasive words at your disposal. Use it in your landing page copy, emails and ads to increase response.
Don’t assume your prospects will know it’s free. If the word isn’t used, response rates could drop significantly.
4. Leave out any navigation buttons. A focused landing page works best. Navigation links will only distract the reader and increase the chance they’ll click away.
I recommend checking out LeadPages. They’re pretty much the industry leader in clean, response boosting landing pages. Also, do not send prospects to your website homepage for the same reasons.
5. Simplify the form. Make sure the sign-up form doesn’t have too many fields.The more fields the prospect has to fill out, the less likely they are to complete the form.
The fields Name, Organisation and Email are enough. If you need more fields, consider setting those three as required and the rest optional.
6. Test, test, test. You should also do A/B split tests for individual page elements.
For example, test 2 different titles. Test the image. Test the copy. Obviously only test one thing at a time, but always be optimising the page so the conversion improves over time.
7. Never leave them guessing. Make sure the call-to-action is spelled out clearly. Ideally, repeat the call-to-action twice on a short-form landing page.
For example, before you list any bullet points, the call-to-action might be: “Click the button below to download this free 8-page application note”. Then restate the call-to-action again on the download button: “Download the app note now”.
8. Avoid clutter. Write as little copy on the page as possible. Keep the copy short and focused.
The page should be clean, with plenty of white space. People skim when reading online, so the landing page should be easy to read. So use bullet points as much as possible.
And there you have it. These may not seem like much, but when used together the above points can be a powerful recipe for improving conversion. Of course, there are many more to learn, but these will get you off to a great start.
Try them on your next landing page and watch your conversion soar.
All the best,