Attention to detail is one of the most crucial aspects of any successful email advertising campaign. Overlooking even a seemingly minor component of an email marketing campaign can greatly reduce performance.
Email marketers are typically very focused on email creative – subject lines, marketing copy, graphics and images, etc. But, there is another aspect of the overall campaign that is just as important when it comes to driving conversions. The landing page.
Sticking the landing
For those who aren’t familiar with it – the landing page is the web page an email recipient is directed to upon clicking on a link within the email. This is the where most campaign conversion metrics are generated. Whether it is completing a lead form, purchasing a product, or downloading some content, the landing page picks up where the email left off in moving the prospect toward the action the advertisers is looking to generate. The most engaging email content in the world can still lead to an ineffective overall email campaign, if the landing page fails to connect with the prospect.
An effective landing page should accomplish a few different things. First and foremost, it should grab the visitor’s attention, making him or her eager to read the rest of the content and engage with the advertiser.
This is easier said than done. Visitors will often decide within a matter of seconds (or less) whether to continue viewing a particular web page/site or close the window and move on. Consequently, the landing page must be extremely effective in engaging with the visitor.
Here are three quick tips to help improve the performance of your landing pages.
1 – Pick up where the email left off. The landing page should flow from the content in the email. Ensuring that the offer and message are consistent are table stakes. No prospect wants to click on an offer in an email and then have trouble finding that offer on the landing page. Beyond the basics, think about the look and feel, general tone, and the conversation started in the email. That should flow right into the landing page for a seamless user experience.
2 – Focus on what matters to your audience. This is marketing 101, but always bares repeating. Typically, your audience doesn’t care what you think is great about your product or service. They care about what’s in it for them. How can you solve a problem for them or address their needs and desires? Keep the focus on those aspects to drive higher engagement – and conversion rate.
3 – Deliver a clear your call to action. How many websites and landing pages have you seen that simply didn’t make it very clear what the visitor should do next? While content should be engaging and hold the visitor’s interest, if the goal is to have that visitor fill out a form or complete a purchase, make absolutely sure it is crystal clear what they need to do. Make the call to action simple and obvious.
There are entire books written on landing page optimization, but these tips should get you started in the right direction.
By: Tom Wozniak, Executive Director of Marketing