Analyse the main topics and key lead needs
Once you have adjusted the form of the landing page for gathering data on lead needs and problems, leave enough time for the additional information to reach you. When reading the given answers, you will soon realize which topics are the most common, i.e. which problems and challenges they most often face.
Take ten to fifteen of the most common topics and categorize the given information accordingly. Once you have categorized all the information, sort out which areas have the highest number of visitors. This information will help you in defining the final list of ‘needs’ and ‘challenges’ that leads have, which will help you create a drop-down list for the landing page.
Creating a drop-down list for the landing page
After you have finished the data analyses and determined the main topics that interest your leads, it is time to create a drop-down list which will be included in the landing page. Be sure to consider that the number of available options for a drop-down list doesn’t affect the conversion rate. How to avoid such a scenario? By testing this new content on the page, until you get satisfactory results.
Simply put, with the help of such a list, your leads can choose specific ‘challenges’ and ‘needs’ that best fit their situation, which is the main goal of these B2B marketing activities.