 Studies show that when this specific element of your email marketing campaign is done well, it can increase conversions by nearly 60%. Is it the subject line, the email list, the graphics or the from address? Actually, it's none of the above … in fact, it isn't anything on or in the email at all. If you're feeling a little lost, you aren't alone --
-- this conversion-boosting element is one that is often ignored and overlooked by email marketers. So just what is this secret conversion-causing weapon? Find out.
The secret conversion-causing weapon is actually no secret at all. It's your landing pages, those pages that greet your visitors once they've clicked through an email campaign. And landing pages are (or should be) an integral part of your email marketing efforts.
The fact is that landing pages can make or break your email marketing campaigns. Good landing pages can help email recipients continue through the sales or lead funnel and onto the next step. Mediocre landing pages can perform at an acceptable level, giving you an inflated sense of success while still losing out on opportunities to convert. And bad landing pages can be really bad - they can derail and confuse recipients to the point that they become annoyed, leave the site, or even rethink their association with your brand.
Crafting landing pages that convert is a matter of focusing on your customers and their needs. Customers need to be assured that they're at the right place, to understand the benefits of taking the next step and what to expect, to clearly see the action that they should take, and to feel confident that they're making a good decision. Let's take a closer look at ways that we can optimize landing pages to better meet your customers' needs:
You're In the Right Place
Have you ever clicked through an email and thought to yourself, "Huh? What just happened?" If so, you've been the victim of landing page disconnect. Landing page disconnect occurs when a landing page greatly differs from the email marketing that led to it. This can happen as the result of a number of elements:
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An offer that is not reiterated: Imagine that you're driving your young son to a classmate's birthday party. Even though your GPS can guide you to the address on the invitation, doesn't it make you feel more comfortable when you see the 'Happy Birthday' balloons tied to the birthday boy's mailbox? That's because even if you're pretty sure you know where you are, like most people you appreciate a little reassurance that you've arrived at the right location.
Landing pages work the same way. An email offer that touts a "Free white paper on email marketing tips" should lead to a landing page that reiterates that offer. Repeating your offer helps people instantly realize they've come to the right place.
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Different graphic design/look and feel: Your email landing page is not the place to test out your company's new logo or to roll out a whole new color scheme. Consistency is key to building trust - continuity between the look and feel of your email and the corresponding landing page will make visitors feel more comfortable. (Download free landing page templates with matching email templates: Email & Landing Page Conversion Kit)
You're Here for the Right Reasons
Reassuring visitors that they've arrived at the proper location is the first step in preventing them from bouncing off of the page and moving them towards conversion. But once you've passed the first hurdle, your challenge becomes convincing people to take the next step. To do so, you'll want to ensure that your landing page features between 3-5 succinct benefits-focused statements that spell out exactly what the visitor can expect as a result of their action.
For example, the benefits for a white paper on email marketing tips may be something like:
Note that each benefit is brief yet action-oriented, speaking directly to the target audience without using overly salesy language.
You're Here to Complete a Task
Some marketers look at landing pages as just another page of the website that should have all of the bells, whistles and navigation that are available on every other page. But smart email marketers realize that the function of a landing page is radically different than a page that is intended to be accessed outside of a specific campaign.
Landing pages are in place to help a visitor accomplish a particular task, whether it is to sign up for a webinar or purchase a product. Help visitors stay on task by streamlining your landing pages. Avoid adding unnecessary links, and consider minimizing the page's navigation structure to create fewer distractions. If additional information needs to be given before people can be expected to make a decision, consider doing so in a pop-up window that allows the landing page to remain in the background.
This is truly one of those cases where less is more. The less distractions and alternate site paths you create, the more conversions you can anticipate.
You're Safe Doing Business with Us
Another technique that can encourage additional email campaign conversions is to show visitors that they have made a wise and safe decision to consider doing business with you. Now, this doesn't mean adding images of perky customer service representatives or using "Your Business is Safe with Us" as a headline - remember, you earn your customers' trust, you don't just tell them about why they should give it to you.
There are more effective ways of conveying your business' trustworthiness than resorting to cheesy graphics or tired clichés. Here are a few that work particularly well:
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Third-party testimonials. Landing pages are a great place to showcase brief quotes and testimonials from happy customers talking about the benefits and return on investment (ROI) from purchasing your product or service. Keep them brief so that they don't take up an inordinate amount of screen real estate.
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Media mentions. If your business has been featured in a local, regional or national news broadcast or publication, or even received a feature story in an important industry blog, you may want to consider providing quotes from the news stories or even using the media outlet's logo with an 'As Seen in' header.
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Awards. Similar to media mentions, awards can help show a business' credibility. Award logos or quotes should be brief; ensure that you have additional information and/or links about the accolade elsewhere on your site in case the visitor decides to look later, or they may feel duped.
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Applicable Policies. Customers want to know what you're going to do with their personal information, what you're going to do if they need to request a refund, and what you're going to do with the credit card number they just entered. Depending on the nature of your business, a quick link to your privacy policy, return policy, satisfaction guarantee or terms of service - preferably in a pop-up window that returns the visitor's focus to the landing page once their question is answered - may offer people the sense of security they need to take the next step.
The Secret is Simple: Stay Customer Focused
The secret to improving your landing pages and increasing conversions is simple: Just pay attention to your customers' needs and ensure that your landing pages address them all. Reiterate your email offers as a way to show customers that they're exactly where they're supposed to be. Showcase the offer's benefits and clear the pathway between the customer and the goal. Finally, give customers the information and insights they need to feel confident about their decision to engage with your brand. With effort and perseverance, your landing page optimization efforts will likely improve your email campaign conversions ... and your bottom line.
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About the Author
Cathi Mason is director of marketing programs for Lyris. Her team is responsible for executing programs that deliver quality leads to the sales team.
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