Seeking Leverage in Data-Enabled Landing Pages
Making data-enabled landing pages a reality for more marketing teams
Making a landing page isn’t difficult. However, creating one that surpasses your conversion benchmark is tough and resource intensive. The best landing pages strike a balance between providing and withholding value. Value could then be defined as functional value (i.e. good info) or emotional value (i.e. good laugh).
I’ve worked with complex B2B, B2C, and Marketplace tech products, and often notice that delivering value quickly requires careful thought. But have you seen how quickly your average visitor bounces off your page?! There’s no time to waste!
One of my favorite ways to solve the problem of driving functional value quickly to your prospects? Data-enabled landing pages. It’s severely under-utilized thus fits into the Seeking Leverage thesis. Data-enabled anything is really awesome as a marketer, but a data-enabled landing page gets you to show value as soon as your customer lands. Immense!
The concept is really simple: your company has data (proprietary or not) that can be surfaced with basic user input. The most common case of data-enabled landing pages are done by marketplace companies. Image below; you’re a HVAC in a certain zipcode? If you sign up, you can get access to 661 requests last month.
If you're an HVAC business seeking growth, this is a compelling reason to sign up! This type of landing page has high functional value.
I believe that more companies should experiment with this type of value driven pages, it works - we see it time after time. However, they are tough to set up and can’t be done by the marketing team alone. Or can they?
Marketers who use google sheets or airtable, can use proprietary software to create these in a few hours. Comment below or go to my website.