When creating an email, it’s essential to create a campaign that not only resonates with the brand’s values but also with the capability to drive conversion rates too. Of course, open rates are essential, but without persuasive factors that will push the subscriber to purchase, the campaign will offer little to no value.
Some businesses can create incredibly engaging emails but not persuasive enough for the subscriber to take action. If you’re looking for higher conversions, emails are just the tip of the iceberg. The main goal is to get the subscriber to open and follow through with the CTA button.
To ensure higher conversion rates, you must pair the campaigns with a landing page. This is the place where the potential customer will land once they’ve followed through. Therefore, it’s essential to take great care of the page where the subscribers land.
There’s a big chance that it will encourage them to purchase the product or service. In fact, the longer the subscriber will stay on the page, the higher the possibility of a conversion.
Read below to find out how you can create a landing page that resonates with the brand’s values and cater to the customer’s needs.
Clarity Is Essential
When creating such a page, you have to be clear on the approach. That particular page is creating with one purpose only, and it should be clear what the goal is. Therefore, the message on the landing page should match the message in the email. So, you should avoid general words such as “’tis the season for sales” and use exact words such as “50% off your first order”.
It should be easy to follow and comprehend all of your customers regardless of age. For example:
Here is the landing page for it:
To ensure that it’s clear for all, you can use headlines or bullet points. Furthermore, you can craft captivating headlines. As you can see in the example above, the headline is bold, and it stands out. In addition to this, the same headline is in the email as well as in the landing page.
You can let your creativity run wild to engage potential customers as much as you can. Therefore, you can use images, videos, and GIFs to get conversations started. Nonetheless, the media used has to correlate to the offer that you’re giving.
When the subscriber follows the call to action, the landing page can be similar but different. Therefore, you can use the same colors or text font.
However, you have to ensure that you’re not overdoing it. It will distract the visitor and shift the attention onto something else. The main idea of the landing page is to avoid getting the subscriber on the homepage.
The homepage has numerous links, images, and tabs. This will distract the subscriber who you want to follow through a specific action which is outlined in the email. This is why landing pages are so useful; they cut through the distracting clutter. By using a landing page, you will ensure that the visitor doesn’t get sidetracked from the call to action.
Even though it’s essential to have a single CTA button, it has to be compelling enough to make the customer purchase. Understandably, you are tempted to add an extra one to drive traffic as much as you can on other pages of the website such as the blog or the homepage. Now it’s simply not the time.
To make it as much practical as you possibly can, you can use language such as:
· “Buy now.”
· “Learn more.”
· “Join free.”
· “Sign-up now”
Did you know that having one single CTA will enhance click-through sales by up to 371%? The constant focus of the subscriber will make the CTA the center of attraction.
Look at how it perfectly sinks with the landing page.
As you can see, the CTA button is positioned right in the center of the email and no other button as such is included.
Furthermore, it’s crucial to keep forms as short as possible. You don’t have to include intricate content in the email or the landing page. The reason why emails and landing pages are the perfect combinations is that they have minimal text and more media than usual.
However, you have to reinforce the decision of the subscriber to take action. If you’re offering a service for a limited period, let them know in a short description of why it’s an irresistible offer. It could be the push the subscriber needs to convert into a paying customer.
Don’t Use Website Navigation
If you want optimal results, you should avoid using typical website navigation. Hence, you shouldn’t include:
· Social media buttons
In short, you have to avoid allowing the visitors to escape the landing page. Of course, this doesn’t mean that you should be pushy or doing it too much. Don’t overcomplicate or overthink it. If you have resources, you will create such a page for every promotional campaign that you’re sending. Hence, you don’t have to spend all of your resources into a single landing page.
Stick to the basics and the content should be simple to read. If you wish, you can include a background image or combine product images to make it seem more intricate.
Test and Analyze
To ensure that you’ve created a successful landing page, you have to test and evaluate as critically as you can. Thus, you have to do A/B testing on the page. Luckily, there are tools online that you can use to make such a test. For example, use Google Website Optimizer to find out what works best for your landing page.
Such tools will evaluate fonts, headlines, and position of the CTA to let you know if it will generate high conversions.
Sometimes, grabbing the attention of the customers can be daunting. So, even if the campaign is successful and written correctly, it will not generate sales without a landing page. Nonetheless, as you can see above, such action will work if it’s designed successfully. Therefore, if you use the tips above, you can create the perfect email and landing page to increase sales.
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