Conversion Strategy 101: the duet "Call to Action" and "Landing Page"

Conversion Strategy 101: the duet "Call to Action" and "Landing Page"

Attract users on its website it is a beautiful thing, but if people come and go without performing actions that have value for your business, it's not very optimal. To remedy this situation, it is necessary to establish conversion goals.

A conversion is the specific action you want your visitor to accomplish on your site. For example:

- Download a file or document that you put forward

- Subscribe to your newsletter

- Subscribe to your blog

- Subscribe to a special program that you offer

- And more ...

In short, by generating B2B leads you opt for conversion lenses that allow you at least get the name and email address of a user. Afterwards, you can contact him to deepen the relationship and knowledge of their profile in order to assess whether there is or not a qualified prospect. To do this, you will need two allies, the calls to action and landing pages.

Calls to action - or call-to-Action (CTA) - are buttons on your site that encourage or incite visitors to commit a desired action. In our case, the action in question would be to convert to any of the above objectives to transform the unknown visitor potential prospect. For example, for a company working in the field of insurance, you could put a CTA at the bottom of your blog posts invitation to download a grid for assessing its location and car insurance needs. A typical call to action might look like this:

Classical model of an AOC B2B

CTA bind to landing pages - or landing pages - which are the pages where conversions take place (the prospect generation in our case). These landing pages must show what they offer clearly (eg the evaluation grid) and contain a form to record the information you need to know about your user unknown to finally turn it into a known user! Also, the form must be used to acquire the consent of the future prospect to communicate with him afterwards. Generally, the basic model of a landing page should contain the following:

Landing page example for lead generation

Steps after lead generation

Now you know the basics ie to generate leads online. However, the strategies and tactics outlined in this article do not guarantee that all of the people who will fill the forms you implanter on your site are potential customers. Also, if the buying process of your industry is rather long, downloading an evaluation grid there one year does not guarantee that the individual who uploaded will automatically think of you when it comes time to move to purchase.

Thus, in addition to a lead generation strategy, you also need a prospect evaluation strategy (lead scoring) to see who the qualified prospects and at what stage they are at in their process of purchase. You will also need a maintenance strategy leads (lead nurturing) to accompany him to buy prospects who are not ready to buy when they first conversion on your site.