Join Saad Arshed, COO, Xgrid, as he delves into the intricacies of landing page creation with Tas Bober, B2B SaaS Digital Marketing Advisor and Founder, Delphinium Solutions.
Tas brings a unique take on CRO—Consumption Rate Optimization, not Conversion Rate Optimization. She discusses the narrative behind this premise and how it shapes the perspective on landing pages.
Here’s a quick sneak peek at what was discussed in the podcast:
Recognize the unique value propositions for each product and segment. Understand that multiple touchpoints are often necessary before a prospect converts, so don’t kill the campaign after a couple of weeks if it’s not getting the results.
Instead of managing 60-70 landing pages, focus on creating a core set of 5-10 landing pages that can be tested and refined over time.
Use whitespace effectively, making the first fold of a page compelling. Lead with the product’s capabilities, followed by sections that address user problems.
People make 10,000 decisions a day, so you better reduce cognitive load by simplifying decisions for the user, making it easy for them to engage or move to the next section.
Show pricing ranges and provide demo forms with clear expectations to reduce friction.
Ensure a balance between compelling copy and design so that each section of your landing page seamlessly leads the user to the next step without overwhelming them.
Use tools to track user engagement on landing pages, including click activity, hover activity, and scroll activity, to understand how users consume information.
