A landing page is the Web page a customer lands on when they click through from an online marketing campaign. If you are sending out email marketing campaigns, you simply must develop an effective, dedicated landing page for each and every one.
Whilst the email attracts the customer’s interest, it is the landing page that will lead them towards completing the campaign goal and give them enough information to make a decision.
So how do you create an effective landing page? Follow these tips and you should be well on your way to improving your email campaign success.
1. Create an impactful design
Presentation (e.g. colours, fonts, images) can be very important in reinforcing your key message. You need to grab their attention with your design. Make your landing page easier to scan by using white space and large fonts.
2. Construct a seamless experience
It's important that the look and feel of your landing page fits with your email campaign, so they look consistent. A consistent look helps users know they are on the right page and creates a seamless experience as they move towards the final goal. Simple ways to achieve a consistent look include using the same image and repeating the headline on both the email and the landing page.
3. Be relevant
Make sure the copy on the landing page is relevant to the email copy, but don’t just repeat what the email said. If you do that you’ll just be introducing an unnecessary step to the process and risk customers dropping out.
4. Make the journey clear
Make sure you give customers a clear route towards the final campaign goal. You don’t want them to get frustrated and abandon the trail. And if you don’t know what the route is, how will your customers?
5. Reduce distractions
Once customers are following the set journey, don’t lose them by offering them too many options. Navigation and links to other areas of your website should be avoided.
6. Build trust
Bear in mind that your prospective customer may never have heard of your brand when they receive your email campaign. You can build trust by giving quotes from testimonials and case studies and offering customer support options.
7. Highlight your call to action
Don’t forget to tell customers what you want them to do next. Make it prominent above the fold line.
8. Track your results and refine
Make sure you can track your customers through your landing page and up until the customer reaches the final goal. Analysing your results is the only way you’ll know if your landing page is working or not.
