Maximizing conversions is important to all of us, but do you really know how you're getting there, and what tools you need to use? Do you do it on your own or get help from an outside resource? Do you leverage an online platform to help you?
We know there are a lot of questions you could be asking yourself right now, but our goal with today’s post is to quiet all the questions. How? We are going to give you an in-depth overview of one of the best conversion tools on the market today.
Just like content is the heart of your website, landing pages are the heart of your lead generation and conversion efforts. They are useful tools that can improve your marketing, provide focused content to a specific audience and help you gain valuable information about your visitors.
Whether you’re seasoned in conversions, or you’re still searching for ways to improve your methods, this post will help you take your inbound marketing and lead generation to the next level.
Specifically, we’ll be focusing on a tool that has helped us increase our conversions by over 500% in just one year! You wouldn’t imagine that kind of feat is possible, but it is; especially when you use HubSpot.
One of the greatest aspects of the HubSpot platform is the landing page tool. This tool will not only help you increase the number of downloads and quality leads you’re generating, but also the number of customers you’re closing and re-engaging with as well.
These are the features that make HubSpot landing pages so successful:
Built in SEO
Just like any other page on your website, your landing pages offer opportunities for you to be found in search engine results pages. But we all know how entangled the web of SEO can become. With HubSpot’s easy to navigate landing page layout, you can be sure that you haven’t missed any important pieces of on-page optimization.
These landing pages are clearly formatted with sections for:
- Page Title
- Heading Tag
- Image Alt Tag
- Meta Description
This format will ensure that your page is optimized for search engines and will inform you if you missed any important steps on the SEO ladder. It’s essential to include this information in order to generate as many leads as you potentially could.
Smart Content / Personalization
The professional and enterprise levels of HubSpot allow you to personalize content on your landing pages to individual viewers. Using personalization tokens, you have the ability to include any information found in the profile of your leads or customers. By adding a first name, or even a company name into the content of your landing page, your contact will feel that the page is customized for them.
You can also leverage SMART content, which is an exclusive feature to HubSpot. This feature allows you to serve different content to different viewers depending on their needs or pain points. Because each visitor approaches your site with different reasons, SMART content serves as the ultimate tool to ensure that you are catering to each unique persona based upon their lifecycle stage, industry or specific interests.
Other marketing automation platforms, like Marketo or Eloqua, believe their platforms have everything a marketer could ever need, but we’d beg to differ. As we have already established, HubSpot’s personalization tools and SMART content (which again, is exclusive to the HubSpot platform only) are easy to use and essential in creating that unique user experience for each and every visitor. And with HubSpot, it’s all baked into the price. Just look at Marketo, it only provides personalization as an add-on product for a whopping $999 a month extra.
As a HubSpot customer, you have access to personalization options and SMART content within your platform, making your (and your viewer's) experience as seamless as possible, helping you drive higher conversions.
Worried about coding your landing page to have an optimized layout for a mobile device, tablet, and computer? Look no further, responsive design is here.
Using HubSpot’s Content Optimization System (COS), you can create landing pages that are fully optimized right out of the gate. Responsive design will make it easier for any visitor to view your landing pages from whichever device you’re using, maximizing conversions and decreasing bounce rates.
HubSpot is the only platform with 100% responsive landing pages. And what’s great is that as you’re entering content into your template, you can see a live preview of your page with options to view on a mobile phone or even a tablet.
Marketo currently offers responsive email templates but has no responsive design for landing pages. You can learn how to make a responsive landing page through several blog posts; however, the process is detailed and involves HTML and CSS coding. Once a developer does create a responsive landing page template through Marketo, the source code cannot be accessed again. Along with the code being unavailable, once you add images and copy to the page their position is locked down.
HubSpot’s responsive design is natural and easy to use. You can easily change the position of images and copy until you are completely satisfied.
As a HubSpot Enterprise user you have the ability to A/B test your emails, CTAs and landing pages!
Simply create the first version of your email, CTA or landing page, and then with a click of a button, create the second version. Just make sure that if you’re trying to conduct a true A/B test, you shouldn’t have too many changes in the different versions. Keeping most of the aspects consistent will make it easier for you to analyze your efforts. Through HubSpot, you can preview the different versions of your landing pages while continuing to edit and make changes until you are happy with both test versions.
A/B testing with HubSpot will help you decide which landing page is more efficient to drive the most conversions, new leads and customers.
Progressive Profiling + Form Integrations
While you might have a handful of leads that will fill out an excruciatingly long form to receive your premium content offers - chances are you have a lot more leads running away from those same long forms. Short forms are much more inviting, but can limit the amount of information you can gather about an individual. If they always include the same fields, how will you continue to get to know your leads and become more familiar with their digital body language?
The answer is in progressive profiling. With this strategy, you can control the length of your form by swapping out fields depending on what a contact has already filled out. By simply hiding the fields your contact has already filled out and providing new fields, you can qualify your contacts more easily and increase your knowledge to boost conversion rates.
Progressive profiling is extremely valuable for marketers because it allows you to collect extremely detailed information about a prospect without overwhelming them with a long form. With this information in your hands, you’re in a position to more effectively market to them.
URL & UTM Tracking Codes
With HubSpot’s handy tools, you don’t need to manually track any of your landing pages if you’re promoting them through other mediums - like paid search, social advertising, etc. - essentially, the system will track them for you. Within this platform you can create a tracking URL to help you measure the effectiveness of each campaign. Tracking URLs are useful when directing traffic to your landing page from a source other than a call-to-action.
UTM codes, similar to tracking URLs, include little snippets of information added to the end of your URL to help you track the success of your content. A UTM code simply lets you know which source of your marketing channels brought the visitor to your page. Using UTM codes, you can analyze the groups of content in one campaign - which website is sending traffic your way, the type of medium the link is featured in (i.e. social media), different types of content that point to the same URL, and terms which will identify the keywords you’ve paid for in a pay-per-click ad.
With the ability to automatically track your landing pages, you will receive even more details about your marketing performance. Knowing which sources are not bringing in as much traffic, or which source everyone is coming from is essential for future decisions. As a manager of campaigns, you may want to shift your time and money from one area to a more useful source to achieve the best results in your inbound marketing efforts.
Integrated Analytics for Your Landing Pages
The analytics function of HubSpot allows you to identify who is coming to your landing page, and determine whether they are new visitors, contacts or customers. Using this tool, you can track movements of a contact for their entire lifecycle, starting from their first interaction to their most recent conversion.
With HubSpot’s numerous abilities, you can compare different marketing channels and see how their performance changes over time. This reporting is essential to knowing where your money is being spent and whether or not it is effective.
Marketo and Pardot require multiple tools to gain the same results, making it much harder to measure the effectiveness of your marketing efforts; thus, not providing you with valuable information about what landing pages, blog posts, and social promotions are the most successful.
These reports are customizable so you can view the exact metrics you want to see. You even have the option to save it to view for a later date. Analyzing your landing page with this tool will help you improve the effectiveness of your landing pages and overall campaigns.
The analytics tool allows you to search the metrics for a specific time frame. To do this, click on the gear next to your landing page > Details. You can then access the page’s Performance section to choose a custom date range for that segment’s analytics. You can also compare the performance of multiple landing pages. To do so, click on the graph icon on your landing page dashboard, which is found next to each of the page titles. Use the drop-down bars to compare views, submissions and new contacts for any date range and any specific traffic source.
Analytics and metrics of the landing page dashboard will update every 1-3 hours. If you decide to change your URL halfway through the campaign, don’t worry - because of a unique ID number HubSpot assigns to each landing page, the performance will continue to be tracked. You also have the ability to test your landing page and submit the form without affecting the analytics. Your IP address will be filtered when testing your landing pages so it does not impact your data.
HubSpot really has thought of everything, haven’t they?
Let’s Get Started
With HubSpot’s Content Optimization System (COS) you can truly take your landing pages to the next level. Using the various features, you can cover your campaign from start to finish, from conversions to analytics.
We recommend you begin using each function of HubSpot’s landing pages in order to see an increase in your leads and conversions and an overall higher success of your landing page results.