Oct2nd

Landing Pages: Second Impressions Count

Open rates looking good? Click throughs’ quite high? Still wondering why you’re not converting enough of these into sales? It might be worth assessing the landing page.

One of the main goals in email marketing is to drive people onto the site. Whilst the email side will do the leg work and entice people to your site, you must make sure that the landing page delivers what the email promises and not just confuse the recipient, or as they should really be called now, potential customer.

I say potential customer as they are genuinely interested in the product/service you have offered and are looking further into it; this is where the landing page enters the equation.

If you have offered your customer a certain product in the email, the last thing they want is to be taken to the home page of your site. They want to view that particular product in greater detail.

To give you a helping hand, use the following list as a checklist for your own landing pages:

Is the product/service/article that they clicked on in the email on the landing page?

Does this look credible and trustworthy? (for more on this subject, look here and here)

Does this look interesting enough to spend more time here and look around?

Now if you look further into the landing page itself, and depending on what you are offering, does it clearly answer these questions from your now potential customers:

How do I learn more about this?

I like what I see, what’s the next step?

What if I have more questions?

As an example, let’s take a landing page from the newsletter we regularly send out. We advertise our template design services in these newsletters and link through the page to here.

If you go through the checklist I’ve outlined you’ll see that everything is there that a potential customer could need to learn more, and ultimately, sign up.

This leads me nicely onto the final point. Though we want our potential customers to learn as much about our system as possible, our main goal is to get them to take on a trial or sign up. If you take another look at the site, you will see how we’ve made that a priority. When creating your landing pages, make sure that you still keep your main goal in mind and make that the nucleus of your landing page planning. As long as you keep that in mind, your landing page should piece together very nicely.