Your landing page is a simple way of managing the leads you receive and directing them on to the next stage of their relationship with you. Here are five ways to make them as effective as possible:
Have separate pages for each campaign or purpose
Some people confuse having a link to the homepage of their business with the use of landing pages. Those who find their way to the former are faced with general information, together with a series of varied options that they can then choose from. Each visitor is in control of the direction they take. A landing page is visited for a specific unique reason. Therefore a visitor will expect it to be purely about that product, service or explanation. By using landing pages, you are also controlling their next step as you move them through the process as you wish.
Present a variety of different promotional offers
You are presenting a specific product or program through a marketing email to a different range of customers. Each may be paying a different price or receiving varied discounts. For example, you might be making one offer to new customers, another to returning ones, and a third to your regulars. If everyone is directed to a single page and then asked to choose which they are, then confusion (even anger) may be the outcome. Simply direct each from the email they receive to the specific page for the offer they are entitled to. Confusion averted, anger dissipated!
Create separate pages to meet specific arrival points
Suppose you are marketing the same product or service in a variety of different ways. Your prospects then arrive at your site from a varied series of access points. Some will have received an email, perhaps clicked on a link in an article you’ve provided for the local press, others through Facebook or Twitter. Creating separate landing pages for each type of arrival serves two key purposes. Firstly, you can assess the effectiveness of each source. Secondly, you can cope with varying degrees of knowledge – 140 characters on Twitter will need a different explanation from those who received a detailed email.
Arrivals from elsewhere on your site
Some people will say that this isn’t a true “landing page” if it’s arrived at from a click-through from elsewhere on your site, possibly the home page. However, it can be useful to consider it as such because you are still trying to accomplish the same objectives as with those arriving through Twitter or elsewhere.
You have formatted a series of landing pages, each to welcome an arrival from a different source (such as your email marketing activities) or for a specific reason (such as a variable discount offer). The key way to use your landing page now is the same for every arrival. It is there to move them on through the process, so encourage the action you want them to take and make it as simple as possible for them to quickly comply. A landing page's success should be judged by the number of arrivals who then head off in the right direction!
In essence, you are using your landing pages as processing points for lead management. How effectively you achieve this will greatly affect the success level of the campaign or promotion itself.
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