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FAQs of Optimized Landing Pages & Their Role in Successful Email Marketing
The goal of every email marketing campaign is to encourage your list recipients to action – whether that’s buying a product you sell, engaging your company for a service it provides, registering for an event or sweepstakes, or any other action that might be valuable to your business. Many if not almost all of these actions require getting people out of their inbox and on to your website. An optimized landing page creates a seamless transition from email to action, ensuring your email marketing is as effective as it can be. Below are some frequently asked questions about landing pages and an introduction to strategies for successfully optimizing them to meet your marketing goals and objectives.
What is a landing page?
A landing page is, quite simply, a page on your website where people land when they click a link in your email. Landing pages are built specifically for the purpose of providing more detailed information on the offer or call to action you were promoting within a specific email campaign. In addition to converting leads, many landing pages help capture a visitor’s information through a form hosted on that page. Just remember to keep it brief: statistics show that the fewer form fields there are to fill out, the greater your form-fill rate will be. (Source: Clickz.com)
Why use a landing page?
By directing visitors to a landing page that specifically addresses the offer, promotion or other information contained in an email-marketing piece, you increase the chance of converting your visitors into bona fide leads.
What are the key components of a good landing page?
There are several key components that, when used consistently, will yield greater conversion rates from your email marketing campaigns.
- Clarity: Straightforward and easy-to-read titles, descriptions and page layouts will help keep visitors focused on your offer by removing any distractions. Hone in on your message and do not stray from it.
- Viral Potential: Include social sharing links both within the body of the email and directly on the landing page, encouraging visitors to spread the word for you.
- Accurate Data Capture: You want to ensure you get as much of the right kind of information about your visitors so that in future email marketing campaigns you can market to them according to their preferences.
- Focus on the data you need.
- Streamline the data to keep the forms short and concise.
- Respond effectively, creating forms or emails to thank visitors for participating.
- Engage them further by suggesting other offers or next steps to learn more.
- Track conversion rates to find out what works and nix those that don’t.
Can all my landing pages be or look the same?
The short answer is no. Diversifying your landing pages is a good way to learn what works and what doesn’t, and to learn how to convert more leads from the traffic you’re generating from your email marketing campaigns. Companies with 30 or more landing pages generate 7x more leads than those with fewer than 10. (Source: Hubspot)
How do I diversify my landing pages?
As with A/B Split email testing, it’s easiest to change or tweak one element of your landing page at a time. That helps isolate any changes in response you might get. You can test entirely different landing pages against each other, which may deliver faster results.
What elements can I change on my landing pages to test their success?
There are a number of variables operating on a landing page at any given time. Below are just a few elements you can test for maximum effectiveness:
- Form Field Names
- Number of Form Fields
- Form Button Color
- Form Button Size
- Form Button Copy
- Page Layout
- Form Headline
- Font Sizing
- Embedded Videos
- Look & Placement of Social Buttons
- Including Testimonials
- Use of Partner or other 3rd Party Seals as Verification/Approval
How do I target my follow-up marketing based on landing page data?
Your messages should be appropriately designed to fit the reason you gained the person’s email address and appeal to their needs and interests. Segmenting your leads into lead nurturing campaigns based on the type of offer they responded to originally will allow you to target your follow-up based on the specific conversion event. You can then use this information to tailor subsequent nurturing emails to their interests. Include in your emails calls-to-action to other offers that will educate your leads on similar topics, or anything that is relevant to their expressed preferences.
In our next installment, we’ll look at the role of email marketing in the mobile age and the growing importance of designing and optimizing your email marketing strategies for mobile spaces.