Perhaps the largest difference between business-to-consumer (B2C) and business-to-business (B2B) pay-per-click is that the post-click goal for most B2B marketers is to capture a lead, not make a sale. This means that B2B companies must focus on converting clicks into leads as much as they focus on getting clicks in the first place.

Landing pages are critical to making this happen. From the prospect?s perspective, clicking on your link is easy and doesn?t cost (them) anything. In contrast, converting and becoming a lead requires them to invest their time and energy to understand your offer and fill out your form ? not to mention risk unwanted marketing since you require they share their contact information.

According to Marketing Sherpa?s Landing Page Handbook, improving your landing pages can increase your conversions by 40% or more. In our experience at Marketo, optimized landing pages work even better - as high as 200% improvements in conversion rates.

So how do you do it? Here are ten tested and proven tips you can use to improve and optimize your landing pages.

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