Sending out an email and getting great open and click through rates are all well and good but the number you should really care about are the conversion. The email lays down the ground work but it’s then up to your landing page to complete your goal. The same goes to landing pages for adverts and other links.
Here are 5 tips to help you create an effective landing page:
1. Highlight the Call to Action
The call to action is generally the goal of an email campaign/ad campaign, if it’s a product sales email the call to action might be a purchase/order button, or the goal might be for someone to fill out a form in which case it would be the form itself and a submit button. Whatever the goal the call to action should always be the most noticeable feature and correspond with the copy/link people arrived arrived at the landing page from. If the landing page has a large amount of copy them we recommend having a Call to Action at the top and the bottom of the page so that the user is not required to scroll up or down to it, make it easily accessible.
2. Think about layout and design
Any eye-tracking study will show you that you that there are patterns in users behaviours when looking a content on web pages. Web users are first drawn to the top left of the page and follow a diagonal line to the bottom right. For this reason it is important to place your logo and the call to actions in these important locations.
The design on your landing page should match that of your website in case the user would navigate away from the landing page to somewhere else on your site, for example your contact page, it should feel like a natural progression. Emails are being viewed on mobile devices more and more, so it would be worth making your landing page compatible with the size of mobile screens.
3. Consider search when writing copy
Good copy is always important for everything and landing pages are no exception. Good copy gives the user/reader a positive experience and if the copy is keyword rich then the Google (and other search engine) algorithm will rank it highly. The copy should also match the copy used in the email or advert so that the transition between the email/ad to the landing page is as smooth as possible. For example if you make a claim or an offer in the email/ad then the landing page copy must back it up.
4. Intelligent use of media
The use of images and video should complement your call to action rather than distract from it. Be strategic with chosing imagery, don’t clutter up your landing page with unnecessary pictures. Images and videos are important for landing pages for products in order to display it to the best of your ability but if you feel that they don’t encourage users to complete your call to action then don’t use them just for the sake of it.
5 .Test to see what works
As with all your other marketing it is important to test to see what works with your audience. Use tools like Google Analytics to see how many conversions you achieved and how long users spent on the page before either completing your goal or navigating away. On page analytics can provide you with a great insight into what users clicked on once they arrived on your page.