Landing the Lead in Financial Services
Successful landing pages provide prospects with everything they need to make the decision to engage
Qualified leads. It’s what you want. And once you identify them, you want to have a customized conversion tool that aligns you for the sale. Bringing prospects in for a landing is the job of a landing page.
Your financial services website may be a multitasker, but landing pages are dedicated destinations. They have only one objective, and that’s to convert prospects to an intended action. It has a single offer, and a decisive call to action. The result is binary. You either end up with a new prospect, or you don’t. Here are some tips on creating a landing page that captures the right leads for your financial services company.
Deepen relevance with interaction
Designing landing pages to drive the single action of conversion doesn’t mean you have to sacrifice engagement through interaction. What’s important is to remove distractions that challenge the focus on the activity that facilitates the conversion.
Financial services often have offers involving interest rates, loan amounts, and other calculations. Help a prospect put the product or service offered by the landing page into their worldview by letting them see a scenario that uses their input.
Financial services landing pages are excellent opportunities to include calculation tools, or even sliders with preconfigured data. If you’ve done a good job at targeting your prospects, they’re going to be interested in your offer. They’re going to move the loan amount slider or input the simple information necessary to see the outcome.
This is an obviously interested prospect.
Keep the lead capture form in front of them
Landing pages seldom have navigation that can take a prospect elsewhere. There’s the offer, a call to action, and the lead capture form.
Many landing pages don’t even scroll. The objective is to present the prospect with everything there is to know about deciding to engage, right there on the screen in front of them. That’s not a hard and fast rule that leads to disaster if broken, but it’s a best practice.
If your creative requires a scroll, or even a jump to an additional page, make sure that your lead capture form never leaves their sight. Have it travel down the page if you’ve got a scroll. Your objective is to induce them to fill out the form, and you know what they say about out of sight …
Make it easy
Financial industry regulations and mandates mean you’ve got to make certain required statements or disclaimers. The nature of the services mean prospects might be curious about what a competitor is offering before they’re ready to take the next step with you.
Successful landing pages provide prospects with everything they need to make the decision to engage. For financial institutions, this might mean you’ll be more generous with the content available, including comparisons to the competition, as well as any standard disclosures. Say what’s necessary to say, and offer whatever it takes to keep the prospect on the landing page.
Wait, isn’t that counter-intuitive to the “put on the blinders” approach for a landing page? Studies show that financial institutions are faced with an abandonment rate of more than 79% – topped only by the travel industry – when it comes to online forms. And it’s likely that industry regulations will require your lead capture form to include more than just a name or an email.
Rather than lose the prospect because they don’t want to fill out the necessary information to convert, give them an option that rewards them for offering you with minimal information – such as their email – so you can provide a value incentive in return.
Your landing page can still claim success; you’ve captured information on a lead. You’ve also begun to demonstrate your value proposition and set expectations of future customer satisfaction, and ideally started to build a relationship with a prospect.
Most consumers already know that interest rates and offers from financial companies are for a limited time or may change because of the market. What your offering with your landing page is likely going to be a limited-time offer.
Make it obvious.
Use copy and design elements to punctuate a sense of urgency. Consider including a countdown clock, and make sure your call to action communicates that the time to act is NOW or TODAY.
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