Landing pages are the bedrock of both B2B and B2C marketing campaigns today. As a marketer, you spend a good portion of your time and budget building landing pages. You then spend more time testing the page to maximize conversions. Your attention goes next to all of your different touch points for prospects. These range from your website pages, to your blog, Facebook page(s), community sites, search ads and display ads. You approach your touch points with one goal: drive new prospects, no matter where they are across the web, to your landing page!
What You Want, and What Your Prospects Want
There is one simple, and yet core, issue. Your prospects really do not want to leave the page they are on, to come to your landing page. They would much rather stay where they are, take an interrupt to learn a bit about your product or service. They really hate it when you want to take them away, and make them do a whole lot of actions on a completely different page, with a full context switch. Well, here is an idea for you: Engage your prospects right where they are! Instead of bringing them to your landing page, take the landing page actions right to them instead. That is the core idea behind Kwanzoo’s In-banner Lead Forms.
Rethink the Role of Your Landing Pages
You can now enable prospects to complete anywhere from 50% to 100% of your landing page actions right at the initial point of engagement. Take your landing page data capture steps and move them into an interactive marketing or ad unit (with lead forms) that you can place everywhere (website, social, display, re-targeting, mobile) Grow the top of your funnel. Capture more leads, initiate more trial memberships, increase community site sign-ups, grow active insurance quotes, gather data (e.g. prospect company size, industry). See our New Way below:
Do’s and Don’ts of In-Banner Lead Forms
Here are a few quick tips on using Kwanzoo’s In-banner Lead Forms:
Capture from 1 to 5 fields of data. You will see higher conversion rates when you ask for fewer form fields to be filled out. Think about what is the least information you need to start a relationship with the prospect (e.g. name, company, email address).
You can capture PII (personally identifiable information) data within the in-banner lead form when it is served on your own media, or specific paid media placements where you have approval from the publisher or the ad network. If you are not sure, just send them a sample ad tag, and check.
If you use a Landing Page builder tool (e.g. Ion Interactive’s Liveball) get Kwanzoo’s in-banner lead forms to initiate the data capture process, then pass the data through URL parameters onto your landing page, and continue the capture process there. Think of a “progressive form fill” across Kwanzoo interactive units and landing page forms.
Kwanzoo provides you with several options for processing the captured data including:
a. Download the data directly from your Kwanzoo account via an Excel file
b. Get the data emailed to you, upon every form capture
c. Store the data instantly into Eloqua, Marketo and Salesforce.
In summary, move your landing page actions to the very top of the funnel, into Kwanzoo’s in-banner lead forms, and watch your conversions grow multi fold in record time. Have questions? Contact Us.