Matthew Carnevale, Marketing Manager at Exit Five, welcomes back Tas Bober, Founder of Delphinium and expert in landing page optimization. Tas recently audited 40 B2B landing pages submitted by members in the community, and in this episode, she and Matt break down her biggest takeaways and share everything marketers should know about B2B landing pages.
Matt and Tas cover:
- Why you should separate homepages from landing pages to maintain data integrity and make sure your messaging is optimized for campaigns.
- Why website speed, ADA compliance, and accessible design are critical in 2024—and how to address these.
- Avoiding buzzwords and feature-dumping by telling compelling product stories and focusing on the value customers receive instead of jargon.
Timestamps:
- (00:00) - - Intro To Tas
- (03:02) - - Landing Page Teardown In The Exit Five Community
- (07:00) - - Content Is King, Design And Experience Is Queen
- (11:27) - - ADA Compliance for Websites
- (15:27) - - How To Optimize Website Speed
- (17:46) - - Why You Should Use Separate Landing Pages for Targeted Feedback
- (21:33) - - The Best CTAs For Decision Fatigue
- (25:14) - - Why Simplified Writing Is Often Better For Engagement
- (28:14) - - How To Tell A Story About Your Product
- (31:10) - - Adding A Problem Block To Your Home Page
- (37:10) - - How to Craft Unique Language to Differentiate Your Brand
- (40:34) - - Why You Need Testimonials On Your Site
- (44:13) - - Why You Need FAQs On Your Site
- (47:19) - - Prioritize Value Before Requesting User Engagement
- (51:21) - - Niche Services Are A B2B Differentiation Strategy
- (54:24) - - Simplifying Demos
- (58:13) - - Tools For Optimizing Landing Pages
- (01:00:20) - - Closing Remarks
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Brought to you by:
Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive.
Optimizely - An AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Get a free, personalized 45-minute AI workshop to help you identify the best AI use cases for your marketing team and map out where agents can save you time at optimizely.com/exitfive (PS - you'll get a FREE pair of Meta Ray Bans if you do).
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.
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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
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