Our analysis showed there were two reasons leads were going down for BackupAssist. The first was that technically, Google Ads were not being run very well. This can be very difficult for business owners to spot, unless they bring in a qualified Google ads expert.

Secondly, BackupAssist was spending a lot of money on ads to drive visitors to a page that didn't pass the friction test that JMarketing has devised. The friction visitors encountered on the page was pushing them out of the funnel and driving up the cost per lead.

To get results, the new ads and landing page would demonstrate that BackupAssist was the best option. They would remove all the frictions preventing prospects from giving up their contact details and becoming a lead.

If a page is an ineffective sales tool, often businesses end up spending more to acquire the leads they want. JMarketing's strategy is to fix the page, and spend less on advertising.

The Power of Prescription: Simplifying a Complex Product Offer

Prospects were abandoning the old landing page because they didn't know which backup option was best for them. On the page, BackupAssist presented four different product options. However, there was no easy way for prospects to know which was the best choice for them.

In addition, the landing page expected prospects to simple go ahead and download a free trial of the software without any help or consultation. This isn't an easy first step for prospects, and was creating a lot of friction.

The new landing page simplified the offer to three tiers, with transparent pricing and clear differentiators between them. Instead of going straight for the free trial, prospects filled out a 'suitability check' multi-step form.

They answered a few simple questions to find out if BackupAssist would work for them, and in the process gave their contact details. This more prescriptive approach reduced friction and increased conversion rates.

How to Make B2B Landing Pages that Get Leads

JMarketing landing pages convert because they follow the natural path a prospect would take to make a decision. This works especially well for B2B prospects deciding on complex products and services.

Every prospect searching for a solution to their problem will have half a dozen questions in the back of their mind. When they land on a page, they may be ready to make a small decision (like filling out an enquiry form) but even then, they will want these questions answered before they take action.

Even if you present amazing benefits for your product, prospects won’t take action until their concerns and friction points are answered too.

Following this methodology produced the increase in conversion rate for the new BackupAssist landing page.

The Nine Frictions

Studies have shown that typically, the B2B customer has nine friction points they’re looking to answer before they feel comfortable trying out a solution. The first step to writing high converting copy is to find these friction points, and answer them on the page.

Picture a typical BackupAssist customer: an IT manager, searching for a backup solution. They probably have 7-8 tabs open in their browser, all showing different backup companies. At this point, the IT manager isn't going to download every single software with a free trial. Instead, they're looking to cut their options down to one or two.

The prospect is looking for the information they need to either keep or discard a solution in a hot cognition. If BackupAssist was going to pass this first test, all the information a prospect wants had to all easily scannable on the page.

Reducing Friction in the Sales Funnel

In B2B sales, 57% of research is done before the prospect contacts the company. At this stage of the search, a prospect like our IT manager is subconsciously looking for credibility indicators. Things like:

> Will this company be there in 10 years?
> Do they service companies similar to mine?
> Are they responsive if I need to get hold of them ASAP?

The IT professional may not be aware this is what he’s looking for, but in the back of his mind, he’s ticking these points off, and when they’re all satisfied, he’s ready to take the next step of sending in his contact details.

We were able to solve to BackupAssist’s lead conversion problem by designing a single landing page that answered all of the nine frictions.