I recently presented the webinar “It’s a bird, it’s a plane, it’s a super-charged lead generating landing page!” and had a few questions come up that we did not have time address. Given the hot interest in lead gen pages, I thought it would be worthwhile to share these insights.
The webinar focused on three main areas:
- Building blocks for solid, lead gen landing experiences
- The importance of pre-conversion segmentation
- Best practices for lead generation landing experiences
Question: Since the intent of the landing page is to have a single purpose and for the web visitor to take a funneled desired action, would using multiple flipping images be a distraction instead of using one image?
Answer: This is a great question, and the answer is dependent on multiple factors. When considering whether or not to use an image rotator, there are a few things you should first ask yourself:
- Does my page lend itself to multiple images? For instance, if you’re selling multiple products, or a very aesthetic product, showing several images in a rotator may be well served. However, if your rotator is showing images that don’t increase value or provide additional information, it may be an unnecessary distraction.
- How long does your rotator take to switch images? Rotators that move too quickly, not giving your visitor enough time to absorb the image or content, can certainly be an increased distraction and frustration.
- Are all of your images conversion focused? In order to help avoid distraction, you want to ensure that all of your images are hyper focused on increasing your conversions. We’ve seen success with even including the CTA or CTA button in the rotator itself, ensuring that it’s always present.
Question: What are some good tactics for pre-segmentation?
Answer: The first key to doing pre-conversion segmentation is to use the right segments. You need to discover the key ways your visitors identify themselves. Is it by experience level? Job title? Size of company? What are the most common categories that your site visitors fall into and do these categories allow opportunities for more targeted content? If the answer is yes, then you’ve found your first segmentation test.
If you think it may be difficult for someone to identify with a segment, you can test using self assessment quizzes, wizards, or a couple of segmentation steps to help guide them along.
Of course, the real key to successful segmentation, is to pay off the work your visitor did with hyper relevant content!
This webinar was full of a lot of great best practices, tips, and tricks. If you’re looking to increase the success of your lead gen landing experiences, check out the full webinar!