The Complete Guide to Generating Leads on Your Landing Page

In our article on identifying an effective landing page, we talked about the two main types of landing pages and their differences.

  • The click-through landing page
  • The lead generation landing page

It is the latter that interests us today.

What is a lead generation landing page?

Definition: unlike a click-through landing page which serves as a “warm-up” stage before an action such as selling a product or service, the so-called “lead generation” landing page is used to collect personal information and establish contact points to create as many “leads” or “prospects” for your business as you can.

In practice, it is there to maximize the interactions between your visitors and your page in order to establish contact.
For this, your landing page’s main objective will be to collect personal information such as:

  • The first and last name
  • The email address
  • The telephone number

For many activities such as consulting, software as a service (SaaS) or real estate solutions: leads are crucial to their business. No leads, no sales: do you see where we are going?

And yet, many websites do not pay enough attention to their ability to continually attract new leads.

But don’t panic; this article will help you better understand:

  1. Why you should create a landing page to generate leads
  2. What you need to improve to stand out from the competition
  3. How to attract prospects continuously without using AdWords

10 tips to put in place right now to generate leads on your landing page

1. Pay attention to your design

Everyone knows: a rough design does not inspire confidence.

If you want to generate more leads, you will have to start by working on your landing page’s design.

Design Landing Page Groupon

In general, you need to make sure your design is clear and understandable for everyone.

To create an impactful design:

  • Harmonize your theme’s colors
  • Clearly differentiate the “titles” of your paragraphs
  • Play on shapes and symmetry
  • Remember to let your text breathe to make it easy to read

If you are presenting several distinct offers, one tip is to highlight one in relation to others: you focus your leads on a particular offer.

Pricing Page LeadQuizzes

On the LeadQuizzes website, the landing page dedicated to the free trial is built to highlight the intermediary offer.

Specifically, the site uses a different color for the offer that the team wants to highlight: the green banner reinforces the offer’s visual attractiveness.

However, the LeadQuizzes landing page remains clear and easy to navigate: the value proposition is shown in one sentence, and the service’s characteristics are highlighted under the 3 offers.

If you need inspiration, see these examples of landing page design or kickstart your design with landing page templates.

2. Work on your calls to action

The call to action is one of the things you need to pay attention to when working on your landing page.

As a reminder, a call-to-action is an element of your landing page which aims to trigger an action.

Many actions are possible; here are some of the most common ones:

  • Subscribe to a newsletter (email)
  • A registration form (personal details)
  • Free trial (personal and bank details)
  • Buying a service/product
  • Reserving a service
  • Asking for a callback/contact

A call to action must be seen as the culmination of your business proposal: it must be introduced by sales pitches and highlighted in relation to the rest of your page. Find out more about the optimization of calls to action.

Call to Action Landing Page

On the Trello site, the landing page was designed so as to be the most simple and impactful possible.

There are two paragraphs of text, the first of which contains the value proposition in bold.

The call-to-action is highlighted with its green color that resonates with the “Create an account” button that we can see in the upper right corner.

For the call to action, we can see two elements:

  • The use of the imperative: “Sign up”
  • The presence of an argument: “it’s free”

Using the imperative is a method that often comes up when writing a call to action: this involves the visitor in the process by speaking to him or her directly. It is a more direct and personal approach than the traditional “Registration”.

3. Look after your forms

When it comes to landing pages to generate leads, the form is the final step: the quality of this element will determine if your visitors will be happy to leave their personal information.

The instructions for creating a form that converts are pretty similar to a good call to action:

  • Make the form stand out from the rest of the page
  • Use attractive colors
  • Give a clear and interesting value proposition

Lead Generation Form

Here are a few general tips to help you create a form that converts:

Only ask for the minimum

Minimize your forms: it is useless and counterproductive to ask for too much information from your visitors: you will make them run away for sure. A good form is a form that only asks for information that is really needed for the rest of the process: an email address, phone number and first and last name are the most.

Use buttons and checkboxes

Visitors do not like to write. To maximize your lead generation, you can replace fields to fill in with checkboxes, quizzes, multiple selections. Using this method, you can also choose the answers to check beforehand which will allow you to get better quality leads while increasing your lead count: magic, right?

Focus on the benefits

As for the calls to action, highlight the benefits that your visitors will get if they sign up or give their personal information. Without a relevant value proposition, your visitors will not want to share their personal data. To increase your number of leads, do not hesitate to offer a real counterpart: it can be an e-book, a newsletter or even a free trial.

Optimize for mobiles

While the proportion varies by industry, many websites see half or more of their traffic arriving from mobile devices.
If you create a form, make sure that it is responsive and that its mobile view is optimal.
For more results, you can also create forms specifically designed for mobiles: then, you can be sure that the visitor experience on your site will be optimal.

A/B test your forms

Implementing changes to improve your forms is a good thing. This proves that you are aware of the importance of forms for a lead generation landing page. But how can you quantify the performance improvement?

For this, we recommend that you do A/B testing on your forms. In a few words, an A/B test allows you to compare two versions of the same landing page.

The goal is to compare your landing page with the previous form with your landing page that has the new form. Some of the traffic (often half) will be directed to the old form and compared with the other half of the traffic that will see the new form.

After analysis, you will have access to a detailed performance report that highlights the effectiveness of the changes you have put in place.

4. Add testimonials from (real) customers

Customer testimonials work as social proof: the more you post, the more you reassure visitors to your page. The human brain looks for recognizable shapes, familiar names, and similarities: make it happy!

Stripe Landing Page

On the Stripe site, the team created a page dedicated to its customers. And what a page!

The page’s header shows the logos of existing customers that scroll slowly while the rest of the page is split according to the type of customers: e-commerce, sharing economy, etc.

For each customer category, the page shows a customer testimonial and explains how the company has integrated Stripe into its operations.

The colors are harmonized to bring out the text, allowing visitors to take the time to discover “what Stripe can do for them”.

5. Highlight your offer’s benefits

Many sites create landing pages explaining “what they do” but forget to talk about “what will change for their customers”.

When visitors browse on your landing page, they want to see what they will get: what are your offer’s benefits?

To generate more leads, focus on highlighting the strengths and benefits of your services. We often talk about the value proposition.

Shopify Landing Page

On the Shopify website, features are presented as sales pitches and benefits: “Sell online easily”, “Speed up your business’s growth”.

By formulating your offer in this way, you explain to visitors what will change for them and how you will make their lives easier: nothing is more effective to convince them to try your offer.

6. Create limited offers

Time is money. To increase your conversions easily, there is a trick of creating offers limited in time or quantity.

The purpose of a limited offer is to create a deadline (fictitious or real) to take advantage of a tempting offer: you get your visitors to make decisions more quickly while they discover your services.

Landing Page with Time Limited Offer

On the Udemy site, the banner above the menu highlights a limited-time promotion: it says that a previous offer has been extended and expires in 20 hours.

AB Tasty offers features to drive your website using a variety of marketing tactics like using urgency and rarity to improve conversions.

7. Pay attention to your conversion funnel

A conversion funnel represents all of the preliminary steps to a visitor’s action. Therefore, it includes the whole process that makes a visitor a lead or even a customer.

If you have a landing page or are planning to create one, we recommend that you read our guide to know everything about conversion funnels.

The general idea is to create a relevant conversion funnel from your acquisition channels to your landing pages.

Here are some examples of simple conversion tunnels:

  • A Google AdWords campaign targeted on a keyword that points to a landing page optimized for the same keyword.
  • A free e-book exchanged for an e-mail address that contains links pointing to one or more landing pages created specifically for your e-book’s theme.
  • A Facebook advertisement that targets a specific segment that directs to a landing page optimized for this segment of customers.

When working on your shopping funnel, pay attention to the consistency between your acquisition channels (the advertisements displayed) and your landing pages.

To maximize conversions, it is important that the marketing message be the same throughout the conversion funnel.

8. Create relevant resources tailored to your target

There are many “good” landing pages. But those that stand out the most are those that provide their visitors with quality content adapted for their audience.

The goal: to create easy-to-understand and interesting resources that will provide relevant information to your visitors to present your services and reinforce your authority in this area.

The creative possibilities are endless and varied depending on your activity. However, there are several recurring “supports”:

  • Videos
  • Infographics
  • Guides
  • E-books
  • Articles

Are you wondering “is it really effective”? See for yourself, you are currently reading a “resource”!

9. Be bold: create a page for each customer type

If there is one mistake that should not be made when trying to generate leads, it is believing that all segments of visitors to your site are the same and that they should be treated the same. Personalizing the user experience is now key to standing out.

The first step in creating separate landing pages based on your customer segments is to understand which segments of visitors are browsing your site.

For this, go to Google Analytics in the “Audience> Demographics” tab. You will obtain detailed information on the number of sessions categorized by age, sex, geographical origin, etc.

Once you have studied this aspect, all you have to do is create pages adapted to the different segments. For example, you know that part of your customer base is made up of seniors interested in buying second homes in Spain: create a landing page for them!

To find out more about personalization in e-commerce, download our e-book.

10. Do A/B testing to improve your conversion rate

A/B testing allows you to quantify your page’s performance by comparing two versions of the same page:

  • Page “A” called the “control”
  • Page “B” called the “variant” whose performance you want to measure.

Specifically, you have a landing page A. You want to change the form to increase the number of leads. You use an A/B testing tool to create a variant of your landing page that will contain the new form. Some of the traffic is directed to page A and another to page B. After a few days or weeks, you get the results: page B with the new form has brought you 20% more leads.

Bonus. Understand how your users behave

If despite using all of these tactics, your landing pages still do not convert more, it is possible that you have reached a ceiling. To break through, you will have to use new methods to understand what is preventing your visitors from converting.

You can use tools like heat maps or session recording that help you visualize how people interact with your pages.

The first use color to show what elements or areas are most clicked while the second records all your users’ actions as video. You see where they click, their mouse’s movements, on what areas of your site they are hesitating, or how they interact with your forms.

These tools are a great help to continue optimizing your conversions and make your landing pages true lead-generating machines. Want to find out more? See our 20 tips to optimize your landing pages.

Anthony Brebion

Anthony is Product Marketing Manager @ABTasty. He was previously SEO consultant and worked several years in digital ad houses. He’s now an A/B testing and optimization evangelist.

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