Post-click landing pages have a short history, yet enterprise companies recognize the significance of this important conversion tool to capture leads and generate sales. After all, the post-click landing page is where conversions happen.
But simply having a drag and drop builder or WYSIWYG editor, optimized templates, and A/B testing functionality is no longer enough to create high-converting post-click landing pages.
Today’s enterprise businesses demand more from their partners. They require a complete enterprise post-click landing page solution that eliminates their primary pain points.
The 6 most common enterprise landing page pain points
1. Inability to personalize for any audience
A digital campaign is only effective if it’s relevant. And not just mildly relevant. Every campaign needs to be relevant to the exact audience it’s targeting. Ideally, that relevance is one to one — meaning one ad experience for every target.
Personalization is the term used by marketers. And while nearly all marketers say the tactic advances the customer relationship, many also agree that it’s hard to provide.
Name in email, related offers — these are outdated methods of personalization. They’re still, however, the most common. Throughout long and complex customer journeys, potential buyers expect more. To provide true 1:1 personalization you need to be able to offer every prospect a hyper-relevant ad experience.
2. Difficulty scaling production
Promoting your webinar through email, advertising your demo via paid search, and generating ebook downloads from social media all require a unique post-click landing page because they are separate target audiences. And knowing that every promotion deserves its own page (and a personalized post-click landing page), scaling your production is a big issue.
Pre-built templates can save time instead of building each page from scratch. But templates are only a starting point and you likely want to customize your pages down to the last pixel. Or, you could create each page from a blank canvas. Neither method is scalable and, frankly, enterprise teams deserve better.
3. Creating AMP-compliant pages
It is no secret that searches on mobile devices have overtaken desktop and users require a fast, enjoyable experience. And as more consumers and B2B buyers spend more time on mobile, marketers and advertisers are forced to adapt with mobile-optimized campaigns. So page bounce is a big deal to keep in mind when you consider these numbers:
- 77% of mobile sites take over 10 seconds to load.
- Conversions fall by 20% for every additional second a web page takes to load.
- 40% of consumers will leave a page that takes longer than three seconds to load.
- 61% of users are unlikely to return to a mobile site that they had trouble accessing.
Creating an enjoyable post-click landing page on mobile is essential since the post-click landing page is where conversions happen. What is needed is a platform with AMP post-click landing page functionality without requiring a developer.
4. Not having a centralized communication and review process
Enterprise companies often have segmented teams in multiple locations. Consider the following team: a copywriter in San Francisco, VP of Marketing in New York, designers in Europe, and marketing operations in Chicago. All are stakeholders during the landing page creation process who require an efficient communication method to create pages and deploy them at scale.
With multiple time zones and a variety of communication tools used on a daily basis (e.g., email, project management, chat), that process can get messy quickly. Marked-up screenshots, endless email threads, and running commentaries across messaging apps are all too common in the design review process.
5. Not meeting security standards
If your business operates in the healthcare, financial, or legal industries you are already aware of the strict security standards that exist (PCI DSS and HIPAA both come to mind). For these industries protecting user data is paramount. Failing to abide by security standards will surely hurt conversions, but also erode your prospect’s trust in you.
Even if your business doesn’t operate in those verticals, your pages and conversions are still at risk. Starting in July 2018, Google Chrome will label web pages “unsecure” if HTTPS encryption is not implemented:
That problem is amplified even more if you’re sending paid ad traffic to post-click landing pages. How will prospects react when they reach your page, and they don’t trust how their personal information will be handled? Your privacy policy only goes so far in establishing trust; potential leads require more. HTTPS gives them that extra sense of security and only helps your business in the process.
6. Difficulty knowing what to A/B test
A/B testing shouldn’t be a guessing game, especially when you have hundreds of thousands of dollars riding on how well your pages convert. With many variables as legitimate testing candidates, how do you determine which ones will produce a conversion lift?
Some questions you may have asked yourself during the A/B testing process:
- Are people engaging with the on-page product screenshots?
- Should I test a two-step opt-in form or include the form right on the page?
- Are visitors scrolling to the bottom to see our testimonials or case study video?
All good questions and unless you have heatmap technology at your disposal, you can’t really know the answers for sure. Fortunately, each pain point can be remedied. Now comes the question: is a best-of-breed solution or all-in-one software most appropriate for your business?
Best of breed vs. all-in-one
When evaluating enterprise post-click landing page solutions, you must recognize the difference in providers. Some focus exclusively on the post-click landing page and perfecting their builder (i.e. point solutions, aka best of breed solutions). Others simply have a builder as part of their all-in-one software package.
Point solutions are designed to optimize specific, complex tasks. Since these software types don’t focus on multiple functionalities, they have the added advantage of optimizing the specific task at hand. This doesn’t mean that best-of-breed software only performs one single function though. Most will have layered capabilities needed to run entire campaigns. Best of breed solutions also provide superior user experiences, improved efficiencies, and reduce costs.
Meanwhile, all-in-one software typically offers a combination of the following: CRM, marketing automation, content management, analytics, etc. Not every capability needed for a marketer’s stack is included with all-in-one software. Additionally, the performance of each module is often average at best because the software doesn’t focus exclusively on any one discipline. For an itemized checklist how to select the best post-click landing page software, check out this buyer’s guide.
What to look for in an enterprise post-click landing page solution
Many providers claim to be best of breed and enterprise-ready. It’s your job to recognize complete solutions and evaluate the options as they relate to your pain points:
- 1:1 Ad-to-Page Personalization to provide relevancy for every audience you have
- Global Blocks to help scale post-click landing page production
- AMP framework to build fast-loading pages and improve the user experience
- Hassle-free page migration so you don’t have to re-create your pages
- Built-in team collaboration to speed up design reviews
- SSL security so your pages aren’t flagged
- Heatmap technology to assist with A/B testing
Request an enterprise demo and see how Instapage is tailor-made to help you deploy post-click landing pages faster, scale production, and A/B test what matters most to increase your conversion rates.