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Maximize email performance and increase conversions with effective landing pages |
Whether you're sending a promotional email or an email newsletter,
your message has specific sales or marketing goals. Most commonly the
main goal of your message is to get readers to register for an event
or make a purchase, or to build a relationship with readers, which
hopefully leads to them making a purchase. Since readers can't take
the desired action within their email, you send them to a page where
they can take that action, your landing page.
Too often marketers send readers to a generic, existing page on
their website instead of designing a page that is specific to the
audience and the goal of their email message. Worse yet, links go to
a page that doesn't house the information readers are looking for,
forcing them to click further to find what they're looking for and
ultimately complete a transaction. Conversion rates suffer as a
result. However, a properly designed landing page can greatly
increase your conversion rates. To maximize the performance of your
email messages, consider creating effective landing pages following
these 10 tips as a guideline. 1. Align your landing page with the
main goal of your email message. A common mistake is to design a
landing page that is not specific to the goal in order to appeal to a
generic visitor or prospect. Just the opposite, your landing page
should be highly focused. Think about your prospect and what you want
him or her to do. Then design your landing page around that one goal.
2. Create a single path to your offer. You want to prevent
visitors from wandering away from the path you want them to take.
Therefore, eliminate unneeded elements, such as links to other
resources, or other pages on your website. The consistent navigation
bar that makes sense on a website doesn't necessarily make sense on a
landing page. You don't want visitors to surf your site. You want
them to complete the one action on which your landing page is
focused.
3. Match the message and elements of your landing page with your
e-mail message. For best results, repeat the headline from your
e-mail at the top of your landing page. This gives visitors a feeling
of familiarity and comfort. It tells them that they have arrived at
the right place.
4. Keep it short and sweet. If at all possible, keep all content
above the fold. If visitors have to scroll to find what they're
looking for, chances are they won't find it. And if they don't find
it, they won't convert.
5. Design for scan-ability. Just as prospects won't read every
word of your email, they won't read every word of your landing page
either. They will quickly scan the page, looking for further
information that compels them to take an action. Make sure your
headlines, sub-headings and graphics enable visitors to skim your
landing page's content to quickly learn what you're offering and how
it will benefit them, and most important, make sure it clearly points
out how they can easily take the desired action. If your goal is
sales, point readers to a page where they can place their order right
there.
6. Lead the eye. Make good use of copy, graphics and white space
to lead the reader along the path to your offer. Place images next to
the most important text, as readers are more likely to read this
text. Use varying font sizes to convey importance. Readers will read
larger text first. Use a font color to highlight specific text, but
keep the number of colors used to two or three at most (including
black). Anything more will be confusing for readers. Resist the
temptation to use sidebars that aren't relevant or other distracting
elements.
7. If your desired action is to have the visitor fill out a form,
keep it brief, and thoroughly pre-test it. Remember, this form may be
just the first step of your sales process. You don't want to scare
off prospects by asking for too much information.
8. If you are collecting personal information, provide a link to
your privacy policy. Most online users are reluctant (for good
reason) to disclose personal information without knowing how that
information will be used. Be sure your privacy policy states that you
do not rent, sell or share information with any other parties.
9. Test, test, test. Just like you should test your email
creative, we recommend that you test different elements and copy on
your landing pages to learn what works best. You may want to consider
web analytics software that allows you run A/B tests. These programs
alternate the version of your landing page that visitors see, and
track the results of each.
10. Track results. If you don't know how your landing page
performed, you can't tell what worked and what didn't work and you
can't make necessary improvements to increase performance.
Landing pages are important to maximize the performance of your
email marketing campaigns. Your email message and landing page should
work together closely for best results.
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