Information architecture is a critical component of any B2B landing page. It helps guide visitors to the most relevant and valuable information and ultimately leads to better conversions during campaigns.
Here are 11 useful tips to enhance the information architecture of your B2B landing page:
Conveying the products or services:
The landing page objective may vary depending on whether you're selling products, services, or both. To avoid overwhelming the visitors with too much information, it is crucial to identify the essential content that showcases the core value of your flagship product or service. Instead of attempting to communicate everything, adopting a more minimalistic approach that concentrates on one or two key elements you want to promote is recommended.
Organize your content into clear categories:
Grouping similar information together is a great way to help visitors find what they want and increase the likelihood of conversion. For services, this may entail providing details on processes and delivery promises, while for products, the focus may be on solution-specific features, pricing, benefits, and more. It's crucial to balance the presentation of required information based on the type of campaign, whether it's geared towards awareness or conversion.
Use clear, hierarchical navigation:
It's crucial that visitors can easily comprehend the layout of your website and navigate through it with minimal clicks. Experiment with different sequences, be bold and break conventions to improve conversions. Sometimes, not having a hero image could be beneficial, as over 50% of users tend to scroll down the page right after landing on it.
Use clear headings and labels:
Use descriptive headings and labels to make it easy for visitors to comprehend the content on your page. The goal is to create a memorable and persuasive story with just a few words, ultimately leading visitors to fill out the form.
Optimize for scanning:
Since visitors often scan a page before delving into the content, it's important to structure your page in a way that's easy to scan. This can be achieved using clear headings, bullet points, and concise paragraphs. Unless your goal is to deter visitors from signing up with you, avoiding hyperlinks that direct them away from the landing page is recommended.
Use white space:
Incorporating white space into your page design can enhance its visual appeal and readability. By utilizing white space effectively, you can create a sense of relaxation for the user as they navigate through the various sections of the page. It's important to note that the presence of white space doesn't need to be obscured by additional content. In fact, allowing ample white space can make the content look even better.
Keep it simple:
To maintain focus on your main message and conversion goal, it's important to steer clear of clutter and unnecessary elements on your page. A simple and aesthetically pleasing design, paired with essential content and background, can be more effective in achieving higher conversion rates.
Use images and videos:
Incorporating images and videos can enhance the visual appeal of your page and create a more dynamic reading experience. However, it is important to use animations in moderation. Consider using subtle or necessary animated elements to maintain interest without overwhelming your audience.
Use a clear call to action:
Ensure that your call to action (CTAs) are prominently displayed and communicate what action visitors need to take to convert. Remember that people typically purchase solutions, so highlight this aspect appropriately within your content.
Optimize for mobile:
With an increasing number of visitors using mobile devices to browse the web, optimizing your page for mobile viewing is crucial. Having a mobile-first UX design should be your top priority.
Test and optimize:
Utilize A/B testing to evaluate the effectiveness of different elements on your page and identify areas that require optimization. This is especially crucial when you have a range of products and services. Running multiple campaigns can help determine which strategies are most effective. You can also leverage automated Ad campaign tools to streamline this process and allocate your budget to the landing pages that generate the most conversions.
Incorporating these tips can help you optimize the information architecture of your B2B landing page and boost conversions during campaigns. Keep the user or customer at the forefront of your mind, and ensure that the information they need to make an informed decision is easy to locate and comprehend. Continue testing and refining your approach to determine what resonates best with your audience.