Resolution 4: Make it Easier for Subscribers to Complete your Goals
Nothing kills a campaign faster than distracting content, too many calls-to-action, and confusing landing pages. Before you deploy your targeted messages to your segmented list of engaged subscribers, you must decide what you want the subscribers to do with the message. If you're goal is to get your subscribers to register for an upcoming webinar or purchase your latest book or to read about the updates you just made to your product, you must design your messages to lead the subscribers to perform that task – not just in your emails but on your landing pages as well.
Optimized landing pages convert 50-60 percent more traffic than traffic that lands on the home page. Your subscribers are busy and, in most cases, they have requested to receive way more emails than they could ever read and respond to. Don't waste their valuable time by making them search through your site for the information they require or you'll lose them.
Instead, build distinct landing pages that repeat the offer in the email and provide the additional information the subscribers expected. Keep the landing pages simple and, like the email, keep it free from distracting offers and other calls-to-actions. While the landing page should look and feel like your web site, it is okay to leave off menu buttons that take visitors to other pages of your site. After all, you want the visitors to complete a specific task so don't offer them escape routes that will take them away from completing that goal. All your landing page needs is a single link back to your home page and multiple opportunities to complete the goal as a single call-to-action button is easily overlooked.
If your landing page includes a form, follow the same best practices used during the subscription process. Keep the form short and simple and easy for subscribers to complete. Following these best practices will greatly increase your conversions and overall ROI.
First Name:
Last Name:
Email:
Phone:
Company Name:
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L_Submission_CampaignGroup:
L_Keyword:
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