Landing Pages 101

Source: Christina Galbornetti, Director Creative Services, V12 Group

Your email is the ‘teaser’ promotion that entices the consumer to click through to a landing page where more detailed ‘sell’ information is presented. The page will usually display content that is a logical extension of the email advertisement or click thru link. A landing page is also a great option for smaller clients who want to do email marketing but do not maintain a company website. There are two types of landing page, reference and transactional:

A reference landing page presents information that is relevant to the email. These can display text, images, various links to company website, etc.

A transactional landing page persuades a user to complete a transaction (such as filling out an order form), with the end goal of closing or converting a prospect into a customer. If information is to be captured, the page will usually capture some minimal amount of information (ie. an email address, name and telephone number) – and adds the prospect to a mailing list.

A landing page is a critical link in online communications and can go a long way to improve email campaign results and drive revenue. Revenue-conversion rates for free offers range from 5.67% to 11.31% and for ecommerce 5.67% to 7.63% (Marketing Sherpa). Some points to consider when developing an effective landing page:

• Make sure your page grabs attention quickly by restating the offer/call to action from the email.
• Do not direct responders to your home page. This approach does not carry through the offer/call to action from the email–losing credibility.
• Make sure your landing page has the same look and feel of the email HTML creative. This ensures there is no confusion.
• If your landing page is a form to be completed, do not ask too many questions. Five fields is recommended.
• Keep the copy on the landing page short and to the point.

Many clients want to incorporate multiple messages and lengthy information within an email. However, the best way to present large amounts of information is to provide a link that directs recipients to a free standing landing page.  The landing page should compliment the look and feel of your existing website and contain information relative to the email promotion.

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