How to Choose the Right B2B Landing Page Tools

Nov 1, 2019 7:04:05 AM

By Cathy Cain-Blank

You need leads, right? And prospects? Don’t expect to automatically generate them just because you throw up a few landing pages. The average landing page conversion rate is only 2.35%!

To convert site visitors into leads at a higher conversion rate (who wants to settle for average?), you need engaging and high-performing landing pages. To create them, you need a good B2B landing page tool and you need to know best practices for creating landing pages.  

Here’s what you need to look for.

The 3 Best B2B Landing Page Tools

1. Leadpages

Whether you’re a seasoned marketer or need a lot of help, Leadpages can be a good pick. You can begin with a 14-day free account and move to the paid version if you’re satisfied with the initial results.

Leadpages provides users with CRM integration, email integration, and dynamic text replacement tools. Notable features of Leadpages include:

  • WordPress integration
  • Easy to use “drag and drop” editor
  • A/B testing
  • Mobile-responsive landing page templates
  • Plugins for form creation and landing page design
  • “Coming soon” pages

2. Unbounce

Unbounce is another solid tool to consider. At the time of the writing of this article, it is being used by more than 15,000 brands across the globe.

Using Unbounce’s features, you can easily design, publish, and test your landing pages, forms, pop-ups, etc. And, you don’t need any HTML or coding skills to do it.

While Unbounce does not have a built-in analytics tool, it can integrate with third-party apps such as Campaign Monitor, HubSpot, MailChimp, WordPress, Salesforce, Marketo, and more. Again, you can start with the free trial and then purchase the license if you decide the platform is right for your business.

Notable features of Unbounce include:

  • Easy to use “drag and drop” editor
  • More than 125 AI-equipped, mobile responsive landing page templates
  • Automated SSL encryption
  • Dynamic keyword insertion
  • Custom domains
  • Client management and multi-user engagement
  • Lead generation tools
  • A/B testing

3. HubSpot

HubSpot is one of the best B2B landing page tools in the marketing space. If developing landing pages is new to you, you'll find HubSpot's educational and training material helpful in building high-converting landing pages.

HubSpot provides users with simple and powerful landing page building tools. Whether you have a team of marketers or you’re a one-person marketing department, HubSpot may be right for you.  

Notable features of HubSpot include:

  • List segmentation
  • Landing pages that are 100% responsive on all devices
  • Personalized landing page design and content for individual visitors
  • The ability to capture and convert leads using pop-ups, live chat, chat bots, and more
  • A/B testing

Top Tips for Optimizing B2B Landing Pages

  • Begin with a purpose. The purpose of your landing page should be reflected in its content, design, and call-to-action (CTA). Every landing page should serve a single purpose — 48% of marketers create a new landing page for every marketing campaign. You should, too.
  • Leverage landing page tools like the ones listed above to create high-performing landing pages efficiently and quickly.
  • Target different traffic sources to increase conversions and test each source. Some sources you can consider include email marketing, paid search, social media, your B2B website, and so on. Targeting and testing correctly can increase conversions by 300% or even more.
  • Focus on key metrics to track your conversions and traffic. Some key metrics you can track include users, conversion rate, bounce rate, cost per conversion (CPC), traffic source, etc.

To learn how to create B2B landing pages that generate results, read How to Build Effective B2B Landing Pages.

NOTE: CC Marketing and Communications is a Certified HubSpot Partner Agency. If you’d like to learn more about using HubSpot for Landing Pages or its other features, please contact us.