12.06.18 | 1 Comments|
Every business needs a website to represent their brand online. Your website has information on your services, your brand, your team, your location, and so much more. When someone visits your site, you don’t just want them to buy your services or products, you also want to make sure that all of the information they need about your company is available. Landing pages are very different, and are a crucial element of marketing campaigns, especially email marketing.
A landing page is a standalone page, created with the goal of guiding visitors that come from an ad or newsletter, to the next step in your conversion funnel. The design and text of landing pages are very different from other elements of a marketing campaign, as it is designed to get visitors to take one specific action. This means that there is usually no menu or other links and buttons that may distract users from the main ‘CTA’ or call-to-action. This makes landing pages much more effective in increasing conversion rates than a website’s homepage.
When a landing page is created as part of a conversion funnel in a specific email marketing campaign, it is not only focused on one call to action, but takes into account where the visitor came from in order to create more relevant and customized content.
There are many ways to create landing pages:
A landing page is a one-page site focused on one call-to-action. In essence, when you consider the technical aspects involved, it is simpler than creating a full website. Any method for building websites can work for landing pages. You can create a landing page from scratch by hiring a designer and developer to do it for you, or you can use a site builder like Wix or WordPress to create it.
If your website is already on WordPress, you can use a WordPress plugin to create landing pages that are different in layout and design from your template. A few options to consider are Unbounce, Leadpages, and Instapage, which are very popular but require a monthly or annual fee.
Whatever method you choose, make sure to use tracking links and Google Analytics to track where your visitors are coming from and what the results are so that you can optimize the page accordingly and understand the success of your campaign.
If you plan on implementing email campaigns in your marketing strategy, you’ll need to choose an email marketing service. Many of them allow you to create landing pages as part of the features they offer. A few examples are:
While many email services let you create landing pages, they all have different newsletter and landing page templates to offer in terms of design and layout. This gives you the important task of testing them out first to see what they offer before choosing one. There is no best email service out there, but rather the best one for your specific needs. Any one of these can help you create amazing email campaigns that increase your conversion rates. You have to choose based on their:
Landing pages are a must in your email marketing campaigns, or any marketing campaign for that matter. Here are the main benefits to consider:
The bottom line of these benefits is the conversion rate – the actual bottom line. Landing pages are targeted for specific campaigns and audiences, and are created and designed to focus visitors on one primary call-to-action. That, in itself, will increase the conversion rate. With proper tracking, you can learn from the insights you gain to optimize your landing pages and improve conversion rates even further.
There is a long list of best practices when it comes to landing pages, but here are the 5 best tips that will put you on the right track:
Remember, landing pages are focused on the call-to-action, so that means no navigation, no additional buttons that aren’t needed or anything that may distract users from what you want them to do. When you first start out, you may not know much about your target audience, but proper tracking and analytics will help you learn and optimize with each campaign so that you can constantly improve while learning more about your market. Landing pages are an inseparable part of any marketing campaign, especially email marketing, and most email marketing services provide you with the tools, and even tips, you need to create great-looking pages for your brand goals.
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