Before you can create a landing page for an email campaign that’s effective and converts, it’s important that you and your business understand just why you want one. There’s a lot of confusion over landing pages, how they work and, most importantly, what they are exactly. Mostly that’s down to some difference in opinion across the internet on just what defines a landing page because, technically, any page on the internet can be called a landing page given that readers ‘land’ on it by clicking a link to it.
For the purposes of this article, we define a landing page as a webpage that exists solely to capture information from the visitor (also known as a squeeze page). Check out Hubspot’s definition if you’re still confused, but essentially your landing page has one job to do, and one job only: gather customer information. The trick is to make your landing page the best it can be so your conversions soar. But how exactly do you do that?
The Headline – Make It Compelling
Just why a headline would be important in an effective landing page for an email campaign is the same reason why a headline is important on any article you choose to read – it draws you in. Your customers are bombarded with information on a daily, almost hourly, basis. As a result, and in order to stand out from the crowd, you need something that can grab attention within the approximate two-second window they have to spare for each new source of information. If you can’t even get your customers to read your pitch then it’s all for nothing, so make sure your headline is a humdinger. Take the time to craft well thought out and intriguing headlines, and then test test test to make sure they work. Copyblogger has some great information on crafting headlines that work.
The Content – Make It Readable
Want your customer to sign up, keep it short and sweet. Got something to sell, use your copy to build a motivating case for why they should buy. Landing pages, by their very nature, should exist solely to convert, the content included should do the same. If you want your customer to fill out your form, give you the information you want, then you need to help them understand that’s what you’re after – and what’s in it for them. Keep your content on point, direct, and directed to move your customer through the page to that conversion. Make the language and colour scheme match the ad that brought you customer to the landing page in the first place, reassure them they’re in the right place through the judicious use of branding, font and colour. While you may be tempted to wax poetic about your product, services and business, your landing page content should be all about what you can do for your customer, not what they can do for you. Keep your content readable, skimmable and, most importantly, written to the design of the page. If your customers have to scroll down, repeat your call to action and testimonials, etc, so that the essential information is always visible.
The Call To Action – Make It Clear
Stick to just one call of action (CTA). Your email campaign got your customer to your landing page, now the landing page has to sell it. If you offer too many choices, or you are not clear in just what you want your customer to do, then you’ve just lost a conversion. Ditto with exit links, if you break the rhythm of the landing page it can be very difficult to coax a customer back in. If supporting information needs to be linked to a landing page consider opening a new window for that information, rather than a link out and a link back in again. An effective landing page for an email campaign, or even any campaign, requires a crystal clear call to action supported by content and design that drives the reader to that action, once you’ve lost them chances are you’ve lost them for good.
The Look – Crisp, Clean and Uncluttered
As previously mentioned, the landing page has just one job to do, so why are you including all that extraneous information? Keep it simple, keep it clean, and keep it professional. When creating a landing page for an email campaign, remember to incorporate the design of that email into the landing page itself. In fact, there’s a reason why newsletters work so well and it’s all down to the single column layout. With nothing to stop the eye moving down, a single column layout can be an effective tool to increasing conversions. Don’t forget that plenty of people won’t take the time to scroll down, so make sure everything a customer needs in order to convert is above the fold, if they do need to scroll down then repeat that essential information to make it easier for them.
Don’t forget mobile users, ensuring your landing page is responsive can make a surprising difference to your customers and your conversion rate. With the increase in smartphone and tablet use, refusing to cater to what is likely to become a significant demographic is just plain stupid.
Know Who You’re Talking To
The whole point to a landing page is the ability to section off your customers and appeal to different demographics directly, instead of just lumping everyone together and shoving them towards your homepage. It stands to reason, then, that the landing page for your email campaign is created with the customer demographic targeted by that particular campaign in mind. Creating a highly focused landing page, aimed at the right audience, can drastically increase conversions purely because it does just that – focuses the right audience on just one call to action: to convert.
It’s also worth asking someone who doesn’t know the ins and outs of your product and service to test the page for you, it’s easy for a business to think their landing page is foolproof when, to a customer, it’s anything but. Testing can make all the difference.