Your landing pages are the page(s) of your website that customers are directed to when they click a link in an email you send them. It’s hugely important to the success of your email marketing campaign that you get your landing pages just right and direct your potential customers to a page that is ‘sticky’, i.e. one that grabs and retains their attention.
Sounds easy, right?
It’s not quite as easy as it sounds; it’s estimated that up to 50 per cent of visitors to landing pages leave the page within the first eight seconds.
In an effort to help you hold onto your recipient’s attention once they arrive at your website, consider this post a landing page crash course:
Consistency is Key
For optimum success you should ensure that your landing page matches the message of the email’s call-to-action that generated the click in the first place.
Your landing page should deliver on the promise that your email copy originally made, but above matching just the text; the style and personality of the email and the web page should also match up.
Your recipients might be taken aback if they click on a link in an email only to be taken to a very different feeling website. Remember, your email worked to capture the reader’s attention in the first place, so why change now once they’re one step closer to the conversion point?
We all know the phrase ‘keep it short and simple’ or rather ‘keep it simple stupid’ – these principles should be adhered to when crafting your landing page.
If you dump your recipients onto a crowded page whereby they have to work to find the next call to action then you’re likely to confuse and overwhelm them which will probably see them becoming one of those 50% who say goodbye after just 8 seconds.
Instead, think about your visitor’s journey to conversion (the ultimate goal) and make it as simple as possible for them.
There’s No Place like Home
Actually, when it comes to landing pages there is. At all costs you should avoid sending recipients straight to your home page. Why? Because presumably you’ve enticed them to click through from your email with an exclusive offer or some exciting news, if you dump recipients on your home page, they’re going to have to make an effort to find where that information is housed and believe me, there’s not many who will make that effort.
In addition, it’s likely that your homepage was created as a place to welcome a wide range of potential customers and partners who might be interested in your business for an array of reasons.
Therefore, assuming that you’ve targeted your email marketing appropriately and sent varying emails to different lists depending upon the relationships they have with you (existing customers, blog readers, social followers etc.), you should be directing them to a focussed landing page relevant to their needs.
So, there we have it, a basic checklist for creating killer landing pages. This list is by no means exhaustive and we will absolutely be revising this topic at a later date so watch this space.