Landing pages are becoming more popular because a larger number of companies, small business in particular, are using email marketing. The best way to effectively use a landing page is to drive traffic from your email campaign to a specially designed landing page that serves as the bridge between your email and Web store. Here are 12 useful tips on getting better landing page conversions (Noobpreneur offered many of these but I’d like to add to the list):
Easy-to-understand content. There’s nothing worse than arriving at a landing page and just not getting it. Be very clear in the delivery of information.
Goal-oriented content. Be strategic with your content. It’s nice to set up a place for people to go that looks pretty, but there must be a plan in place for what you want people to do.
Use fresh content. Don’t be stale and offer the same thing they saw last campaign. Keep consistent branding messages that speak to a higher strategy for better landing page conversions, but make them feel like this is new and they must check it out.
Keep it simple for visitors. Sometimes I’ve opened up a landing page only to wonder exactly what I’m looking at. Avoid this. Again, have a plan for everything including design AND content.
Be strait forward with visitors. Don’t mislead them into thinking one thing but fooling them on something else. This includes pricing. If you’re going to offer something for free, don’t ask for credit card information up front.
Easy submission forms. Noticing a trend here yet? If a customer actually gets to the point that they’re interested in giving you their information, don’t make them jump through hoops with confusion, which can severely minimize your landing page conversions. It’s like blogs that make it impossible to leave a comment.
Keep out marketing jargon. We know there are big, important words in your industry. We don’t want you to use them in front of us.
Gain your visitor’s trust. Give them a way out with opt-out. I always love it when you are so transparent that you let me know right away how to say no.
Provide clear incentives. I know you want something from me. And it’s ok to be up front about it.
Make use of branding. It’s ok to get creative with your designs to fit different campaigns. But make sure I know who you are by identifying your company early and often with logos, fonts, colors and messaging. Try this and you’ll see good results with landing page conversions.
Let them see results. Is it possible to show them a success story or how they’ll benefit from using the product? If so, make it known.
Be consistent with timing. If you’re going to start doing landing pages, then commit to it. I get very confused with companies that do one landing page for one campaign, and then I don’t hear from them for two years.
{ 4 trackbacks }
{ 4 comments… read them below or add one }
Good, clear info on how to make landing pages work! I’ve heard some people speak very negatively about targeted landing pages, but I have a feeling they have been dealing with companies who are not providing good landing page experiences. Thanks for the info–very useful.
Thanks for the feedback, Amy!
Great points,just wanted to mention that the landing pages should be tracked and tested to get the best conversions. Again, great information!
thanks, mike!