A landing page is the page your subscriber is directed to after clicking a link on your website. For many email?marketers, the landing page is normally just a standard page on their website. But, this might not be the best?strategy if you want to maximize conversions from your campaigns (a conversion can either be a sale or the?generation of a new lead).
A great landing page experience will focus on winning the conversion by stripping out?any distractions, such as unneeded navigation or links. When someone lands on your?page, you want them to hit the buy button, fill out a Web form to generate a lead, or?pick up the phone and call you. Any other interaction is a distraction and could?potentially cause you to lose the sale.
Best Practices for Highly Optimized Landing Pages Include:
? One Way Home: A simple link to your home page should be the only navigation not related to your offer?on your landing page. Other links could potentially lead your customers away from your promotion and?may make it difficult for them to return and convert.
? A One-Stop Info Shop: Include all the information a potential customer will need to complete a sale?on your landing page, including details like payment options, shipping costs, and delivery schedules. It?s?also a great idea to feature product reviews or customer testimonials.
? Simple Web Forms: Your sales director might insist on detailed Web forms requesting information like?mobile telephone numbers, company size, turnover, etc. But remember, fewer people will fill out your form if it is too long and intrusive. It?s time to look at alternative methods of qualifying leads. Business?social networks like LinkedIn can prove very useful when vetting leads.
Important: No matter how well planned and executed your email marketing campaigns are,?a poorly optimized website will drastically reduce your success and affect your long-term strategy.
Who Can Help?
? Your Website Designer: A good website designer should be able to produce optimized landing?pages to run alongside your email marketing campaigns.
? Your Ecommerce Platform: Many ecommerce Platforms, such as Magento, offer the ability to?create customizable landing pages.
For more great tips on building creative email marketing strategies check out this free white paper from iContact.
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