|In this Issue:
TOP TIPS FOR EFFECTIVE LANDING PAGES
LATEST BENCHMARKS PROVE EMAIL IS STILL EFFECTIVE
START ADVERTISING ONLINE TODAY
|July 12, 2012
Top Tips for Effective Landing Pages
According to a recent report from Silverpop, it is estimated that up to 50 percent of visitors to landing pages will bail in the first eight seconds.
That is a mere blink of an eye to a marketer hoping to engage visitors, generate strong conversions and assure a positive return on investment.
A click on a targeted banner ad or an email represents the raise of a hand. A customer or prospect is saying, “I’m interested. Tell me more.” In some cases, they are ready to buy. In others, they are simply curious. Whatever their reasons for moving to your landing page, you must grab their attention in order to have any chance at success.
Landing pages can make or break digital campaigns, so why are they still so underutilized? MarketingSherpa cites that the number one reason businesses don’t use landing pages is because their marketing department doesn’t know how to set them up or the employees are too overloaded.
But let’s put a stop to this. Landing pages are much too critical to the success of your digital campaigns and lead generation efforts to sweep under the rug.
Here are some top tips to help you increase conversions on your landing pages:
Top Tip #1: Design
When users click onto a link or an advertisement, they need to be ushered to a page that gives them useful and relevant information about your product or service. You also want to ensure that you make them do as little work as possible in order for them to answer your call to action.
Resist the urge to send people to your homepage as it is better targeted at the curious explorer type rather than the person clicking through from a display ad or an email campaign. Think one goal, one message…one action. Keep your landing pages relevant to your ad!
Top Tip #2: Remove the clutter
Strong landing pages control the flow of information and the path customers take to conversion. You need to pay particular attention to the design and the content of the page. It doesn’t have to be complex or fancy, it’s best to keep it simple but make it look professional and easy on the eye. If there is too much going on it may create confusion and frustration for the customer.
As you create your landing page, step back from time to time, look at it from a distance and see how many things are vying for your attention. Reﬁne your landing page until the answer is 1.
Top Tip #3: Focus the visitor’s attention with a clear and concise headline
Make the headline clear, easily noticeable, and in a prominent position on the page. Reinforce the message that motivated the prospect to click in the first place. A best practice is to repeat the headline on the landing page.
Top Tip #4: Be as concise as possible and grammatically perfect otherwise you can lose trust
The user simply wants to learn more about the product/service and find out how they can get it. Don’t cloud your information with lots of extravagant claims and descriptive language. Verbose copy detracts from moving a reader cleanly and quickly along the path to conversion.
Along the same lines, avoid spelling mistakes and grammatical errors, since they will destroy your chance of making a credible first impression.
Top Tip #5: Don’t ask too many questions
Asking too many questions can lead prospective customers to become wary and frustrated enough that they abandon the process.
If you must ask for information on the landing page, be clear about why you’re asking. Don’t ask for customer data unless you must have it to fulfill an order or provide highly relevant information and follow-up. Assure respondents that the information they provide will be respected and protected by including a link to your privacy and anti-spam policies.
Top Tip #6: Include a strong Call to Action
Incorporate a bold, clear call to action into the design of your page. This could be in the form of a phone number, email address, contact form – however you want your potential customers to get in touch with you. Make sure you allow them to do so as quickly and easily as possible. It’s a good idea to make sure all these details are displayed at the top of the page for maximum visibility.
Use ‘gain-focused’ or ‘value’ buttons instead of effort-focused buttons. Words like ‘get’ imply little effort; words like ‘start now’ require action.
Top Tip #7: Above the Fold
Think about what the potential customer can read in just eight seconds. What prospects and customers see at the top of the screen should clearly communicate your strongest reason for conversion. If the visitor has to scroll down, there is a higher chance of abandonment.
Top Tip #8: Keep Testing
Just as you test email subject lines and calls-to-action, testing the power of your landing page copy and design should not be ignored. In fact, MarketingSherpa found that one-quarter of marketers who test landing page results say they achieve “significant” improvement in conversion rates.
Evaluate various elements of the landing page in A/B tests. Which head-line copy works best? Which call-to-action generates better results? Does longer or shorter copy lead to higher conversions? Use Web analytics and heat maps to see where on the page people click and if visitors are clicking in areas you didn’t expect.
Landing page optimization can have a tremendous impact on your success rate, but it takes attention to detail and commitment. The time and effort taken to optimize landing pages will be returned many times in customer loyalty, improved conversion rates and higher return on invest-ment.
Interested in learning more? For more tips you should take to ensure the effectiveness of the landing page, contact me directly at email@example.com. I would be happy to share more information with you, and help you in designing landing pages.
You may also want to click here to watch a FREE webinar called, 50 Power-Packed Landing Page Best Practices offered by Ion Interactive.
Latest Benchmarks Prove Email is Still Effective
Email may be one of the oldest online marketing strategies, but it is also one of the most effective. According to a recent eMarketer article, May 2012 data from the CMO Council showed 67% of marketers worldwide rated email the most successful digital marketing method.
Furthermore, June 2012 findings from the Direct Marketing Association provided additional evidence of success by showing improvements in both US email open rates and click-through rates for both in-house and prospect-intended emails in 2012, as compared to 2010.
For house lists, the average open rate for 2012 was up 2.6 percentage points over 2010, and the Click-Through Rate (CTR) was up 1.1 percentage points. The open rate for prospect lists also increased, but the CTR for these emails nearly doubled in the two-year timeframe, indicating an improved ability to resonate with prospective customers once they opened an email. Click here to read full the article.
Are you utilizing email marketing? Do you want to reach a highly qualified audience in a personal environment? You can optimize your strategy by using targeting and analysis of click-throughs, opens/reads and more to help you execute successful campaigns that target Christian email users. Our email lists are 100% permission-based, ensuring your ads are viewed by an active and engaged audience. Contact firstname.lastname@example.org to get started.
Start Advertising Online Today!
Digital marketing is influencing offline purchasing behavior more than ever.
In fact, 89 percent of consumers who purchase from key retail categories in-store have conducted online research prior to purchase (Google, 2011).
Additionally, offline sales influenced by online research are expected to top 1 trillion dollars in 2012 (Jupiter Research).
To capitalize on consumers’ inclination to research online before purchasing offline, we can help you develop awareness and direct response campaigns that influence the purchase decision-making process up front.
Our ad serving platform makes it easy for you to promote your products and services across hundreds of premium websites, desired Christian websites and mobile devices. You can reach thousands of potential customers, target your specific audience and drive traffic directly to your website.
Your ads are only shown to those audiences most likely to be interested in your content since behavioral ad targeting, ad optimization, and re-targeting technologies are utilized. Your ads can run nationally or be geotargeted to run in specific local markets. Campaigns are continually monitored against campaign goals and meaningful analytics are provided with every campaign. Contact email@example.com to get started.
I would like to hear how you are advertising online. We’ve grown and developed from partners like you! Feel free to call me at 805.543.2644 ext. 590 or email me at firstname.lastname@example.org.
Digital Media Marketing Strategist
a division of The Parable Group
3563 Empleo Street
San Luis Obispo, CA 93401