How to Get a 46.7% Conversion Rate on Your Landing Page (When the Average Is 4.02%)

When dealing with niche audiences, every click matters. But in the jargon-heavy domain of B2B industries, the human touch can feel as real as the caress of a freshly polished robot. But no matter how technical the industry is, humans are emotionally driven creatures, and if we cannot connect to this part of a person’s brain, it spells certain failure in converting new leads.

Unbounce, an incredibly popular landing page software maker, analyzed millions of visits across its sites and found that the average landing page conversion rate is 4.02% [source]

Source: Unbounce

The offer is the heart of your landing page. If it’s weak, nothing else matters. Think about what makes your service unique for the professionals in your industry and the problems only you can solve for them:

  • Will somebody from your company do all the work for them, for free?
  • Can you help them make more money overnight?
  • Can you help prevent their best employees from quitting?
  • Can you give away $1,000’s in value completely for free?

A compelling offer should be crystal clear, provide overwhelming benefits, and create legitimate urgency. The user must win by a landslide in the trade for their information. For a deep dive into crafting the perfect lead-gen offer, read my article at Channel Mastered called 7 Game-changing Principals of a Compelling Offer.

1. Craft an Irresistible Offer

The offer is the heart of your landing page. If it’s weak, nothing else matters. Think about what makes your service unique for IT channel partners and vendors. What problem are you solving? What pain point are you easing? What can you give away for free, even at a loss? A compelling offer should be crystal clear, provide overwhelming benefits, and create urgency. The user must win by a landslide in the trade for their information. For a deep dive into crafting the perfect lead-gen offer, read my article over at Channel Mastered called 7 game-changing principals of a compelling offer.

 

2. Capture Attention in 8 Seconds

In the fast-paced world of technology, eight seconds can feel like a lifetime. But studies have shown that’s all the attention you’ll get from a scrolling user. Even after they’ve clicked an ad, that timer resets on the landing page. Users must know what you’re offering, why it matters, and what to do next within those crucial seconds. It’s all about being direct and razor-focused.

Residential Design Magazine’s landing page illustrates this with a powerful headline and immediate call to action (CTA) to join their community. This has resulted in a 46.7% conversion rate with over 10,133 new subscribers from cold Facebook Ad traffic.

Source: Craft Everything — Residential Design Magazine

3. Single, Clear Call to Action

A single CTA is a golden rule. It guides your visitors exactly where you want them to go. Amazon’s success with the “Buy Now” button is a well-studied example. If every button leads to the same place, they should echo the same message. Mixing “Contact us,” “Download now,” and “Learn more” reduces each other’s effectiveness. Every additional CTA dilutes the original by 50% and increases the number of choices by 100% — and we do not want option paralysis. Simplify, focus, and watch the conversion rate rise.

Retrofit Magazine’s subscription page boasts a 43.7% conversion rate from cold Facebook Ad traffic with over 1,000 subscriptions in a two-month period. There is nothing to do on the page except “Subscribe Free”. No menu, no social links, just the action they want visitors to take.

Source: Craft Everything — Retrofit Magazine

4. Speak Benefits, Not Specs

B2B companies constantly succumb to the temptation of tech specs. However, your clients care about the benefits they’re going to personally receive. Slack’s user-focused emphasis on reduced email clutter is a guiding light. Talk in terms of time saved, stress reduced, revenue increased. Make the benefits tangible, human, and relatable, and you will woo your visitors into becoming clients.

Source: Slack

5. Eliminate All Distractions

Distractions dilute your message. Remove sidebars, menus, unnecessary pop-ups, and employ .png images for a clean look. Your focus should be laser-sharp, directing visitors to your CTA and nothing else. Look at how Dropbox’s clean and minimalist design eliminates distractions, funneling attention to the primary CTA. There is nothing else to do at the top of the page other than compare plans or enter your email.

Source: Dropbox

6. When in Doubt, Delete

Less often equates to more in landing page design. Apple’s elegant, minimalist approach is a masterclass in this principle. Write out all benefits and distill them down to 2-3 essential points. Keep everything on the page about these points and the tangible ways a visitor will feel them. Less clutter equals more clarity, and that means more conversions.

Source: Apple

7. Use Visual Cues

Guide the eye where you want it to go. Arrows, animations, even creative copy can do the job. Utilize visual indicators that draw attention downward and highlight your CTAs with bold, contrasting colors. It’s all about visual flow. Airbnb takes a radical approach that gets visitors to use their product within seconds. People immediately begin scrolling, using their own imagination to envision where they’d like to visit.

Source: Airbnb

8. Real Social Proof

Trust matters, and real testimonials can solidify that trust. HubSpot’s use of authentic client reviews, complete with full names and titles, enhances their landing page’s credibility. Humanize these testimonials with personal details. Avoid generic praise; instead, include real voices of satisfied customers.

Source: Hubspot

9. Ensure Continuity

Your landing page must fulfill the promises made in your ads. A bait-and-switch feel can quickly deter potential clients. Ensure that your message aligns 100% between ads, emails, SEO, and the landing page itself. Create a seamless transition from interest to conversion.

Source: Facebook (Microsoft)
Source: Microsoft

Conclusion:

Crafting a high-converting landing page is emotional connection and science intertwined. By focusing on the human aspects, the tangible benefits, and a clear, compelling pathway to action, you can turn strangers into prospects. Embrace these principles and humanize your approach, and the conversions will follow.

If you’re a B2B publisher or trade magazine and:

A) You don’t have dedicated, cleanly designed landing pages for your subscriptions…

B) Your landing pages are getting below 5%, 10%, or even 20% conversion rates…

Then book a 100% free, 30-minute strategy session and we will provide you with a complete recommendation summary of your landing pages — also for free. You can implement these strategies yourself let us do it for you. Either way, we are happy to help.

Good luck converting!

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