So, you’ve got your awesome email and you know what you want people to do when they receive it, but you could do with something to give them a final push to take action – that’s where landing pages come in!
What is a Landing Page?
In a nutshell, it’s a purpose-built page on your website with dedicated content which can be accessed directly via a link. Because the content for your landing page is usually unique to your marketing campaign, whether it’s a point of entry for a competition, a data capture form or a link to a unique discount code, your landing will normally sit separate from your main website. One big advantage of having a separate landing page for your marketing campaign is this ability to hide it from your main navigation, as it gives you full control over who has access to this exclusive content.
Now, because your landing page is hidden from public view, you need to being actively driving traffic directly to the page to encourage engagement. Whether it’s a link within an email campaign, PPC campaign or social media campaign, you want to ensure whatever channel(s) you choose to drive traffic will maximise exposure and engagement for your well-designed landing page. The more relevant the landing page content is to your audience, the more likely they are to follow your call-to-actions, thus increasing your conversions. Having a specially-designed page is more likely to be effective than sending them to your main website, where they may struggle to find the promised content.
Additionally, many of our Enabler clients find that having a bespoke landing page is the most efficient way of getting a marketing campaign launched quickly. It can often take months for changes to be made in-house to company websites due to IT backlogs, so having the ability to create dedicated landing pages yourself within Enabler is far more efficient.
So, what does a “well-designed landing page” look like? Let’s talk guidelines for setup and creation:
What is the Aim of Your Landing Page?
You’ve designed your bespoke landing page, so now the first thing you need to decide is – What is its purpose?
Generally speaking, this falls into one of two categories:
- Generating leads for future marketing
- or to encourage click throughs
Data Capture and Lead Generation
This type of landing page is designed with the intention of capturing your audiences’ data. You could use this type of page to gather new consumer data or to build more detailed profiles of your existing audience base. Alternatively you can use data capture forms to help you personalise your future marketing campaigns based on the consumer feedback.
A typical data capture landing page includes a form to complete (obviously), and more often than not include an incentive which will encourage people to complete the form and give you their information. This incentive could include exclusive content or offer, such as white papers or discount codes.
“Why would you want to capture more detail about your existing customers”, we hear you ask – well, the more you know about your customers, the better your campaigns can be, and the better your conversions. So something as simple as “Let us know your birthday so we can spoil you on the day!” is a great way to offer an incentive while gathering valuable data.
Data Capture Landing Page Example:
This is a great example from our friends over at Salesforce – (as we’re a Salesforce partner this might be a little biased, but this really is a great example of an effective, well-designed landing page).
Why do we like this landing page?:
- Minimal copy, well styled and bullet-pointed list ensures the overall page isn’t cluttered and is easy to skim read.
- Check out those security badges below the form. It’s never a bad idea to assure potential customers that the data they are about to share with you is safe. This can often be a massive issue with some standalone landing pages, as it’s very difficult to prove the landing page belongs to the company it’s advertising.
- Eye catching content. Having that blue background on the data-capture form really makes it stand out, which will help drive engagement.
- Catchy headline. Having a buzzword like ‘lightening’ makes it sound like it won’t take very long, which again helps to drive engagement.
Landing Pages to Drive Click-Throughs
This sort of landing page designed to encourage clicks often forms part of the e-commerce sales funnel. The page content is likely to be product information to warm the visitor up to the idea of buying the item(s), with a call-to-action click-through that takes the visitor to the purchase point.
Click-Through Landing Page Example:
Now as a general rule I’d always have the models looking at the copy they’re promoting, but this little guys face really sells the whole thing either way. ‘What else is good?’ I hear you ask:
- Another cracker of a headline here. “Most Trusted” – having a snappy statement like this gives kudos to your brand and builds trust with the consumer.
- The tick bullet-points makes the benefits clear and easier to understand than having them in a block paragraph.
- The call-to-action button is clear and stands out (bright yellow will always do that!)
- Mobile-friendly – The phone number in the top right is a click-to-call, making it super easy for viewers to contact Nationwide.
All in all, great job!
Designing Your Landing Page
Although we’ve mentioned that a landing page usually sits separately from your main site, you ideally want to ensure that it still reflects your branding and styling of your main website/ This way your online presence is consistent, offering visitors a seamless journey that doesn’t feel separate or disjointed from your brand.
It’s also important that visitors experience “message match” – meaning that the content on your landing page should reflect the message content they clicked.
Here’s a great email example that our Enabler designers created for our client Ralph Lauren recently:
Ralph Lauren’s Email:
As you can see, there’s a nice clear call-to-action for recipients ‘explore their gifting lookbook’, and the email content portrays the stylised content of the Ralph Lauren brand. So, what did this email link take you to…?
The Landing Page We Designed:
Anyone clicking the email link is taken to a dedicated landing page, hosted separate from the Ralph Lauren website, where you are greeted with a brief explanation of how the landing page’s ‘lookbook’ works. The ‘message-match’ of the landing page mirrors the styling of the email perfectly, matching fonts and colours.
After closing the greeting box, visitors get to explore the promised lookbook – an interactive landing page experience:
Fully Interactive Landing Page:
The Ralph Lauren website wasn’t available for this campaign, so our designers had to fashion (see what we did there?) a bespoke landing page hosted separately on our Enabler servers. This interactive landing page had lots of fun animated elements to make it appealing and engaging, and was a fantastic way to help showcase Ralph Lauren’s products separate from the Ralph Lauren website. This interactive element makes it a really great example of making the most out of your landing page.
Don’t Forget To Track Your Landing Pages
It’s all very well getting people clicking through to your landing page, but all that work is for nothing if they drop off without actually engaging with the landing page content. How will you know if people clicked through but then dropped off? How I hear you ask? Tracking! You can optimise your page using the same tracking you would use on your website (e.g. Google Analytics) to get all of this information.
If I’m being completely honest, the best thing for you to do before putting a landing page together is come and speak to our team. We build landing page campaigns for global brands every day, it’s our bread and butter.
If you would prefer to build your own landing page, here’s a quick checklist of things to remember:
- Keep your messaging consistent
- Bright, clear CTA’s
- Don’t overcrowd the messaging
- Prove it’s a safe and secure site for gathering data
- Make the benefits of signing up clear
- Tracking, tracking, tracking
Happy landing paging!