[Webinar Summary] Emails and Landing Pages: How Conversions Happen
I recently delivered a webinar about how email campaigns and corresponding landing pages help in delvering better conversions. In this blog I am sharing a quick summary of what I discussed during the session. The recording of the webinar is available on Juvlon Goodies page. You can also access the presentation I had referred during the webinar.
In the first part of the session I spoke about ‘Principles of Good Landing Pages’. These are –
1) Craft an engaging headline
2) Use one clear call-to-action
3) Keep your forms (on landing page) short
4) Make the design responsive
5) Use visual cues
6) Include trust indicators
Here is a general format that you can follow.
In the second part I discussed how to sync your landing pages with emails. Here are 5 tips that I presented along with the examples.
1. Make it a consistent experience – It is important for the marketer to maintain the same look and feel of the landing page as that of the email.
2. The end of the email is where the landing page begins – All marketing emails follow a specific design that focuses on the content as the customer scrolls down the mail.
3. Synchronization of email content with the landing page – You should maintain the link between the email and the landing page by synchronizing the content – else the receiver will be confused and annoyed and will leave without possible convert.
4. Treat Emails as teaser and continue your story on the landing page – Emails are not meant to let out every detail about you or the content that you want to share with your customer. You need to build that curiosity in your reader about who you are and what you have to offer.
This webinar was full of email examples that I had randomly snatched from my email Inbox. In the second part of my presentation I presented few examples to explain that you should create specific landing pages for specific email marketing campaigns. Email campaigns that have specific and corresponding landing pages drive far more conversions than the “Ooh, let’s send an email!” approach to email marketing. The obvious reason is -if you address the right people at the right time, and send them to targeted pages with one clear and continuous goal, you create a delightful marketing experience that people will naturally want to follow.
List segmentation plays equally important role as that of corresponding landing pages. You are able to send relevant and specific offers, you can optimize the landing pages accordingly and hence align marketing strategy to increase your conversions.
Tracking the performance of your landing pages is essential for optimizing your conversions. Google Analytics provides a number of useful metrics that are meant to help us understand visitor behavior on our landing pages. In the last part of this session, I explained 3 metrics which need to be considered together to measure the success of landing pages. These 3 metrics are
1) Bounce Rate
2) Time spent of the page
3) Conversion rate calculated based upon the number of unique visitors
Just like email campaign A/B testing plays a crucial role in identifying the best performing landing page. You should run an A/B test for your landing pages. You should be looking at Headlines, Copy, CTAs and Images.
The formula for successful email marketing depends on the journey that you take your customer through. If you can get your email and the landing page right, you can do wonders to your company.
Access the recorded session here: [Webinar Recording] Emails and Landing Pages: How Conversions Happen
Please do write to me at firstname.lastname@example.org if you want us to review your email campaign and the corresponding landing page.