Free Assessment: How does your inbound marketing measure up?

Get Started
Close

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
inbound-marketing-strategy-playbook-cover

Free Assessment:

Here’s How We Skipped The Landing Page (& Still Kicked-Up Conversions)

By Ramona Sukhraj

Here’s How We Skipped The Landing Page (& Still Kicked-Up Conversions)

heres-how-we-skipped-the-landing-page-still-kicked-up-conversionsWaiting is the worst.

Whether it’s the endless line to the roller coaster, the hectic airport checkpoints before your vacation flight, or getting back your exam results, prolonging or making the journey to any “destination” more difficult is always frustrating.

In Inbound Marketing, the same can often be said about a user’s journey to a premium offer.

First, there’s the call-to-action (CTA), then the landing page, the form, another CTA, the thank you page, and then possibly even a follow-up email.

In a time when the average American attention span is only 8 seconds and people are used to instant gratification (one sec -- I just got a Facebook notification), this lengthy process can turn even the most patient of us off.

So, our IMPACT team decided to go out on a limb. In an effort to increase our conversion rates and improve our user experience (UX), we streamlined our conversion process by skipping the need for a landing page all together. Let me explain.

Reducing Friction in the Conversion Process

So, why isn’t your user converting, you ask? Eh, it’s complicated… No seriously; that’s why.

The more complicated something is to do, the less likely people are going to do it -- especially when it’s something unattractive, like spending money or sharing personal contact information.

As an Inbound Marketer, you need to make every piece of your conversion process as quick, easy, and hassle-free as possible to get results.

From the language on your CTAs to the length of your forms, the more friction you reduce on your site, the less objections your prospects will have to converting and the more likely they’ll be to do so.

Using the two in-line form hacks below, our team at IMPACT has managed to reduce friction on our blog articles and see a 5.29% hike in our submission rates. Here’s a deeper look at how we did it:  

Hack #1: In-Line Forms Instead of CTAs

When readers reach the end of blog articles, instead of being met with a CTA button like on most Inbound blogs, we embedded an in-line form for a related offer.

Check out this example for our Inbound Contact Management eBook:

in-line-form-1.png

As you can see, there wa no additional click to isolate them and no extra fluff about the offer itself. It was just a simple in-line form and title to nurture the reader further down the sales funnel.

Why Should You Try It?

The tactic is aesthetically clean, direct, and it continues the journey without waiting on the user to click a CTA.

Besides the boost in submission, with this hack, you cut out the middlemen.

All your reader has to do is fill out the form right in front of them (while the subject is still fresh in their minds) and they’ll be taken straight to the thank you page with the offer.

It saves them time and effort, and you’ll gain a contact without having to create a landing page. It’s a win-win.

Hack #2: Smart, In-Line Forms on Offer Excerpts

Any Strategist will tell you it’s pretty common Inbound practice to repurpose excerpts from your premium offers into blog articles, then urge the reader to convert on the full version with a CTA.

In this approach, however, instead of slapping a regular CTA at the bottom of the post that takes the reader to a landing page, we opted for verbal calls to action and an embedded smart, in-line form.

Depending on a person’s previous activity on our website, they would then see different things when they got to the end of an article.

If they have never converted on our site before, they would see and have to fill out the three fields shown below to continue reading about the topic in the offer (in this case “Selling Your SaaS”):


In-Line-Form-Inbound-Contacts-2.png


If they had already filled out the required form fields anywhere else on our site, however, they saw their information auto-populated and simply had to click the green button to continue reading:  


In-Line-Form-Inbound-Contacts-3.png


Last, but not least, if the reader already filled out this exact form (having downloaded the offer previously), then the form disappeared altogether and they could just click through.


In-Line-Form-Inbound-Contacts-4.png


Why Should You Try It?

Overall, this hack is about “delighting” your reader. The process is easy, smart, and most importantly -- it’s native.

Like Hack #1, this tactic shortens the conversion process and frees you from the need to create a traditional landing page, but unlike the latter, it appears native to the blog article it’s attached to.

This approach aims to fit everything seamlessly into the content of the article, creating a less forceful conversion experience.

As you can see in the examples above, rather than probing our readers to “download” or “get their copy now,” we used friendly text to encourage them to “keep reading.”

The request (as well as the form) was subtle and fit naturally into what they were already doing, instead of sticking out like a sore thumb.

Using this approach, you can meet your users “natively” in their journey, so they are more mentally ready and willing to continue by converting.

With it, you aren’t disrupting their experience or creating an impression of obligation or loss with a bold banner and harsh text (remember “Banner Blindness?”), but merely giving them an opportunity to continue what they’ve already started.    

As an added bonus, for users who’ve already downloaded the offer at hand, Smart Forms help prevent them from filling out the form again.

Key Takeaway

While every piece of the Inbound Marketing puzzle is vital, don’t be afraid to experiment with what they can do, how they interact, and when to utilize them. We’re still strong believers in the power of the landing page, we’ve definitely found a time and place where these hacks can give our efforts that little extra kick they need.

Interested in seeing how they do for you and your audience? Try them out on your blog and let us know how it works out!

 

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Topics:

Lead Generation
Published on August 11, 2015

Recent Articles

35 Landing Page Examples to Inspire Yours in 2023
January 26, 2023 • 11 min read
Should You Still Gate Your Content in 2023?
January 23, 2023 • 5 min read
Here's Why You Keep Getting Garbage Inbound Marketing Leads
December 19, 2022 • 6 min read
How To Grow Your Email List: 13 Savvy Tips To Try in 2023
November 22, 2022 • 9 min read
Demand Generation vs. Lead Generation: What’s the Difference?
June 6, 2022 • 5 min read
Increase Landing Page Conversion Rates With These 3 Simple, Powerful Hacks
June 2, 2022 • 10 min read
20 Tips for Optimizing Your Business Blog Articles for Conversions
April 21, 2022 • 14 min read
How To Make Each Lead Capture Form a Conversion Powerhouse
April 8, 2022 • 7 min read
The Selling 7: 5 Best Landing Page Video Examples
December 23, 2021 • 7 min read
Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)
June 21, 2021 • 36 min read
What is the Content Marketing Funnel and How Does It Work?
June 2, 2021 • 10 min read
What is Lead Nurturing?
May 28, 2021 • 9 min read
88 compelling words and phrases to prompt website visitors into action [Infographic]
April 24, 2021 • 3 min read
What is Conversion Rate Optimization? (Definition, Examples, and Tips)
March 31, 2021 • 12 min read
What is a good average landing page conversion rate?
March 12, 2021 • 10 min read
Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads
March 11, 2021 • 10 min read
6 Reasons You're Not Generating Leads With Your Blog Content
November 9, 2020 • 7 min read
9 keys to building an effective landing page [Infographic]
October 3, 2020 • 3 min read
5 effective strategies for decreasing bounce rates on a blog article
August 25, 2020 • 8 min read
7 savvy tips to boost conversions in your retail e-commerce store
July 17, 2020 • 6 min read
6 most common lead generation website problems (and how to fix them)
January 28, 2020 • 8 min read
Facebook ads help: Why are my ads not converting?
January 20, 2020 • 5 min read
11 Best Examples of Lead Generation Website Designs
January 20, 2020 • 9 min read
Top 9 proven lead generation ideas you need to try in 2020
December 3, 2019 • 3 min read
New study reveals which Google My Business features boost conversions
November 4, 2019 • 4 min read