Given the consumerism mentality that is so pervasive in society today, people regularly throw good money after bad, chasing more of what they already have. But this behavior isn’t limited to consumers. Time and again, I see B2B marketers doing the very same thing.
B2B marketers work hard to target the right keywords, create compelling ad copy, and drive potential customers to click on their ads, all with the hopes of capturing them as a lead. But unfortunately, conversion rates often fall short of what they could be. Desperate to make up ground, many B2B marketers ramp up their paid search spend to drive more traffic, and in doing so, end up maintaining their dismal conversion rate.
So as a B2B marketer, how can you convert more visitors into leads? How can you keep those customers engaged and ensure that they don’t end up on a competitors’ site? Quite simply, by focusing on better converting the traffic you’re already getting. And the best way to do that is by improving the pieces that you can control: the experience a potential customer has when they reach your site. In other words, you can boost your conversion rate by focusing on the landing page.