New Hubspot data have revealed the most effective platforms to boost conversions. And, if you’re running your own business or you’re responsible for the marketing of other businesses, leads and conversions are probably what your life is about right now. Let us take a deeper look at these findings to help you to create more compelling landing pages that result in more conversions on your website.
Your Own Data And What It Means For Your Conversions
Of course, your Analytics will give you invaluable data and insights about the channels that are driving the most traffic to your website or blog. And if you set your conversions up correctly, they will also be able to tell you how each of the channels is converting. Why is this important?
Well if you have a marketing budget you will want to ensure that you get the most mileage for your money, so to speak. This data can tell you how you should be distributing your budget and which channels give you the greatest return. We recommend that you read the findings below and then take a look at your Analytics to come up with a tailored approach to improve your landing page conversions.
Hubspot is well known for its effective landing pages, and they tell us that their landing page has a 32.1% conversion rate. Translated, this means that one out of every three people who land on the page will convert, or in this case, enter their email address. When they analyzed their own data, Hubspot found out that surveys held the greatest conversion rate for all traffic landing on a landing page. What can you learn from this? Well, sometimes the more personal approach gets better results and asking users for input (sometimes with the possibility of winning a prize) can be highly effective.
Social Media Channels
Hubspot’s evaluation also found that Facebook-boosted posts had better conversion rates than organic posts. They observed that boosted posts on the Facebook platform performed better than all other formats on the platform, including ads, shared posts and organic posts.
A new Socialbakers study has found that short videos get the best results. This is hardly surprising considering that the shift towards video content has all to do with shorter concentration spans and a faster moving digital world where users do not have the time or patience to watch protracted video content.
For marketers, the challenge lies in making the content short enough to be accessed but long enough to retain and communicate a brand message. Plus there is the added pressure of needing to capture the viewer’s attention within the first few seconds of the video going into play.
While the Socialbakers’ study found that videos shorter than 21 seconds were more likely to be played to completion, engage and participate with other users, there was a big variance in the average duration of videos uploaded to the platform:
The Socialbakers study confirms that the average length of a video uploaded to Facebook is 44 seconds, but there is an enormous variance in that data, based on statistics gathered for June 2014. The site chose completion rates as the metric to test against, and noted that Facebook will count a video as completed if the viewer has watched at least 95% of it.
Of course, there is also a relationship between Facebook’s news feed algorithm and the quality of ads. Facebook did adjust its video algorithm earlier this year, giving precedence to videos that were higher quality, which of course by default, meant shorter videos.
One of the least surprising findings was that company websites had a very high conversion rate. And that’s because consumers go to such websites generally with the expectation of doing business. According to Hubspot’s assessment of its own results:
Our data suggests that consumers that come to a business’s website are much more interested in that business than if they came from other sources. We believe this is because people now understand that they can go to websites to get actual information from a business… thus, when they go to website for that information, they’re much more likely to fill out a landing page form to get it.
Crafting Effective Landing Pages That Get More Conversions
So it wouldn’t be completely useful of us to end this article without giving you advice on how to write great landing pages. Even if your landing pages are good, we can almost guarantee that there will be some room for improvement.
The biggest point to remember is that your landing page should only have one goal. Not two, not three, just one. This is important because if you give your prospect too many choices you could confuse and overwhelm them and they might not take any action at all.
Focus On The Unique Selling Points Of The Product Or Service
This article from Copyblogger likens landing pages to Hollywood stars, and explains that in order to set one action for a landing page, you actually have to focus on just one selling point:
Every product or service has several great features and benefits.
You’ve always been afraid to choose the uniqueness of that product, because it would mean that you’d have to slaughter and sacrifice the rest. Technically yes, the slaughter and sacrifice is needed, but only while you’re making sure the uniqueness gets the star role. Once that role has been established, you can bring back the rest of the features and benefits to play their role as supporting crew.
Yes, the ideal product or service is always jam-packed full of features and exciting stuff, but if you go into detail about each one of them you are going to confuse your prospects. So what do you do? Focus on that one stellar feature that will help the page sell itself and relegate everything else to a supporting role.