Every e-marketer knows that their campaigns must present a concise and clear message with specific marketing goals. Whether your campaigns are geared to increasing the subscription to your e-newsletter, a web cast event or special sale; every campaign road hopefully and eventually will lead to a sale. Isn’t that the bottom line? As there is no call to action within the newsletter or email campaign itself, the right landing page must be created to achieve the purchase.
How do people arrive at your website? Normally it is through a series of searches on a specific key word or phrase. That word or phrase brings them to a particular page of your site. Rarely, it is the homepage. They are searching for something specific and if your page content and links are properly SEO optimized, they will land on just the right spot.
Think of sending out an e-campaign offering a 25% discount on one of your products. The link provided would naturally lead them to complete that buy? Correct? So the destination page now becomes your landing page for that email campaign promotion. Do you see how crucial the relevance of this page is?
So, when you send out a campaign with a hyperlinked call to action, that hyperlink should not be sending your prospects or customers to your homepage. The call to action must have a compelling landing page, designed specifically to your targeted audience. This page should represent and further clarify your email campaign message. It is a highly focused page telling the prospect their next step, having the final call to action within itself. In other words, it is where the sale is made.
Now you can see why you need customized landing pages for each promotion or sale. This page can mean the difference of someone buying or not buying. The more suitable the page is to the sale and campaign, the greater the chance of having that desired action from your clients and prospects, whether a further click, buy, or download.
Your Customized Landing Page Should:
- Mirror your message and voice. Design your landing page around that message and sales goal.
- Be focused. Prevent distractions. Remove what is not necessary. The landing page should focus on the call to action and nothing more.
- Be simple and clear. Most of us have a short attention span. If they have to search for what they want, they may just click off and not continue.
- Be easy to read and search. Make your page easy to read and scan. Leave out blinking ads and blinking text, pop up windows, and moving navigation bars.
- Be user-friendly. If there is a form to fill out, make it short. Too many questions can easily discourage or annoy your prospects, who may decide to just forget it.
- Be tested. Send your page to colleagues, family, and friends. Ask them to test your landing page and give you their opinion. Have them click on links and fill out any forms required. Get honest feedback.
- Always have tracking results. All campaigns need to be tracked. Without the stats, you have no clue what happened and if it was successful. Buying email campaign software guarantees obtaining accurate tracking and stat performance.
The goal, clearly defined, is to lead your prospects to a customized and designed landing page that fits your internet marketing and advertising goals. A properly and thoughtfully customized, well designed landing page increases your conversion rates. Your landing page should convert a prospect to a client, a possibility to a sale. Think of that page as a strategy within itself. Write the content with care, and focus on your goal which is that clickable call to action.
