An Email Marketing Landing Page is a web page designed for a specific purpose, which enforces the aim of your Email marketing campaign.
Studies show that businesses which utilise over 30 landing pages experience 7 times the leads, proving their influence over converting readers into leads or sales figures.
The landing page is an essential part of any Email marketing Campaign, as once a potential customer has clicked through, you only have 8 seconds to grab their attention.
To begin with, it’s important to assess what you want your Email Marketing Campaign to achieve. This will influence the design and layout of your Landing Page.
The end aim could be to produce any of the following:
- Leads via Contact Page
- Sales through direct purchase
- Redirect to product page or website
- Share page with friends or colleagues
- Provide Feedback
Landing pages grab the attention of prospective customers, and help to gain your desired action from traffic, rather than generating traffic to your website for general purposes.
To do this, you need to address problems your audience faces, and how taking this action will benefit them. Because of the concise and targeted aims of a landing page, it’s vital to get it right.
So what goes into making the perfect Email Marketing Landing Page?
To begin with, any text or copy has to read well, remaining focused and unambiguous in its aim to turn readers into conversions. It should be easy to scan at a glance; remaining short, sweet, and uncluttered.
The heading is the first thing that will be read, and needs to be brief, yet explain company and what you can offer the reader clearly. It should leave no room for confusion as to what this landing page provides.
In many cases it’s necessary to include a subheading to explain further, before your audience goes on to read the rest of the web page. If you’re not using a subheading, then a single sentence that ties with the headline can ensure that your potential customers know what your company can provide.
Listing benefits before features is another way in which to engage with readers, as they will come across how you can help them out first, and then read the features which your product or service provides. Keeping the copy persuasive and compelling is necessary, so that they read enough to get to what you have to offer. Your landing page should focus on the visitor’s needs, and not your own brand.
Your landing page should be able to offer a solution to the customer’s problem or pain points, which should inevitably be your service or product. This is where your conclusion will tie into the action you wish the customer to take.
If you are using Social Media to promote your landing pages, then it may be worthwhile to tailor them to the network you are sharing it on. For instance, the demographics and potential audience of LinkedIn is very different to something like Pinterest, and so readers will respond differently.
Call to Action
The Call to Action (CTA) is arguably the single most important part of a landing page. This is where you will make your conversions, and your Call to Action needs to stand out from the rest of the page clearly. The phrase “Always be closing” is a cliché within sales communities, yet the Call to Action needs to follow this advice.
The idea is to move people further down your conversion funnel, and the Call to Action is where this process should take place.
The phrasing should be short and inform users what they need to do, whilst having enough detail for it to be clear as to what clicking the CTA will do for the user; whether it will redirect them, sign them up, or otherwise.
Some examples of Call to Action Text includes:
- Shop Now
- Sign Up
- Try It Now
- Contact Us
Your call to action should look like a button, and entice the reader to click it. It should be visually distinct, and provide a single objective, and be the only action you can possibly take on the page.
If there is a form to be filled in, the data entry needs to be balanced with the perceived value of what customers will receive in return. It needs to create as few barriers as possible between entering the page and taking the action, so assess if all the data is completely necessary, and drill it down to the minimum.
A Reason to Click
You need to give your potential customers a reason to take your desired action. What is it you’re providing, and why should readers choose you?
You can highlight the following:
- Customer pain points
- Problems you can solve
You are going to need to ensure customers are aware of why they should choose you over competitors, who are also likely to be claiming to be the best, and offer similar products or services.
Alongside this, it’s important to highlight why your product or service is suitable for whoever is reading. For instance, provide:
- Examples of who it is suited for
- Examples or cases where your solution is suited
- Past customers you have helped
- Statistics on how your product or service has helped others
Offers and Exclusives
There’s no bigger incentive than offers or discounts, of course. An exclusive bonus for those who sign up could be all the reason people need to hand over their email address.
For services, offering a free digital download can be very effective. These include:
Another tactic which can convince customers to take an action is to instil a sense of urgency. This can be done by giving a limited time to claim the offer, or a limited number of products available. Afraid at losing out, this could encourage many people to take instantaneous actions.
Web Design is one thing, but creating a great Landing Page means focusing on specific design elements to boost conversions on your Call to Action.
Keeping your Call to Action concise is vital, but you also need to ensure your entire landing page remains focused on a single objective of getting the reader to click your CTA. Whether it’s the copy, design, layout, or other aspects, everything must lead to the desired action.
It’s been proven that the more choice you give someone the longer they will take to make a decision, and so ruling out any distractions should ensure your call to action looks much more enticing. The Call to Action must be the only action that can be taken on the page, with a minimal amount of other links.
Important Design elements include:
- White space
- Directional cues
The Design is an important element of the perfect landing page, and has a great deal of influence where users look, and how they respond to what is displayed. Overall, creating a professional design is important, to ensure that your business is seen to be credible and as industry experts. There are few people who would part money or information with businesses which present themselves unprofessionally.
If your landing page is part of a larger Digital Marketing Strategy or Marketing Campaign in itself, then the design should be consistent. This will build trust between all marketing efforts, creating less confusion for the customer.
To break up the content on the page, and keep it clear, visual chunking can be used to break it up into more consumable pieces of information. This keeps your copy pleasant on the eye, whilst remaining easy to digest for those with shorter attention spans. When designing a long landing page, it’s worthwhile to repeat the Call to Action periodically, as it needs to be displayed wherever the reader may be.
Maintaining a clean design is a vital aspect of a top landing Page, as utilising white space in the right way makes the webpage much easier to read and digest quickly. This will prevent readers from closing the site, and you from losing out on conversions. Design elements such as arrows, or other directive symbols, can guide the users’ eye around the screen, to ensure they are looking at what you want them to.
The landing page should instil complete confidence in your brand, because readers will not take the desired action without trust.
This can be done with a number of trust signals, which will rid readers of any seeds of doubt about your company.
There are a number of things you can include on the landing page, including:
- Brands you’ve done business with
- Security Badges
If you need help with creating an Email Marketing or Digital Marketing Strategy, then we would love to help, so get in touch today.