When lead-generation company Eloqua, based in Toronto, held a webinar in June, its marketing department started promoting the event via e-mail, sending messages to more than 10,000 customers and prospects. In addition, Eloqua employees embedded an ad related to the event in their e-mail signature file.
Although there was a dedicated registration page for the event on the Eloqua website, people who clicked on the e-mails were taken to a custom landing page where they could learn more about the event and sign up.
“We build custom landing pages for everything,” explained Thor Johnson, the company's senior VP-marketing. “You can personalize a landing page ... and match the message with the customer's expectations.”
Eloqua's strategy about the use of custom landing pages with an e-mail campaign is a good one, experts said. The reason: When someone is clicking through from an e-mail message, they will only spend a short period of time perusing their destination before heading back to their in box. Michael Hubbard, president and director of marketing for interactive agency Clayton, N.C.-based MediaTwo.net, and Eric Anderson, director of agency services for White Horse, a Portland, Ore.-based interactive agency, suggested these tips for creating a landing page that will not only keep people engaged, but get them to convert.
?Provide continuity. If your e-mail offer or newsletter touts a product release, make sure they see information about that release the moment that they click through. “We've seen through testing that [continuity] has the biggest impact,” said Anderson. “Give your message more real estate and provide proof points.” That also means if you're offering prospects information about a webinar, the word “webinar” should appear in the headline and in some cases on your submission button.
?Keep it above the fold. Your call to action should be above the page break so prospects don't have to scroll to find what they are looking for, Hubbard said. “Keep your title across the top and your content exactly where it needs to be—up front,” he explained.
?Two clicks are too many. If you're sending your prospects to a page and asking them to click through once they get there, you've probably lost the majority of your visitors, Hubbard said.
?Test your message. A landing page is just another piece of marketing collateral. Make sure you A/B test each landing page, tweaking layout, colors, keywords and the message.
?Segment your list. Prospects who are already customers need a different landing page than ones who don't know your company that well, Hubbard said. Create different landing pages for each prospect category and tailor those pages with different offers and information.
?Remember Web page basics. You wouldn't design a page for your main website without including site navigation, readable text and sharp images. Landing pages are no different, Anderson said. “If your purpose is to sell a product, but you know some people won't buy unless they see a demo, provide a link to that demo,” he said. “And keep pages uncluttered. There should be a strong draw to the primary call to action.”
Originally published June 16, 2010