Center >> February 2008
Tips From the Front Lines
let bad landing pages strand viable prospects and turn them away
from AICPA Custom Media Solutions
For all the stress and effort we put into building
our Web sites and getting traffic to go there, several studies say
marketers aren’t making the most of our landing pages.
For example, a 2007 review by e-mail service provider
Silverpop of 150 e-mail campaign landing pages found that many were
so poorly designed that visitors left after a only a cursory glance.
There are some things you can do, however, to help draw readers
in and make the most of your landing pages. Here are some tips from
Elaine O'Gorman, Silverpop VP-strategy:
a campaign-specific landing page. It seems like such
a simple idea, but 17 percent of the campaigns Silverpop evaluated
failed to do this. Links simply dumped prospects onto the marketer's
a specific landing page is even more important for the mobile
audience. If you direct a mobile user to your home page,
they may see a text-only version of your site—not exactly
the optimum selling opportunity. (Some PDAs render HTML, but not
create information-dense home pages. Home pages, O'Gorman
said, are information-dense, so it can be hard to find the offer
or link you're looking for on a mobile device's screen. This is
where a good landing page comes in.
to a theme. Forty-one percent of e-mail landing pages
that Silverpop studied didn't match the look and feel of the originating
e-mail. While landing pages designed for the mobile market probably
won't contain images, you can match your e-mail's design using
subheads and text-only formatting. You can also carry over elements
such as subject lines, greetings, author names and content. For
example, if your e-mail touts a new product feature, make sure
details about that feature are prominent on the landing page.
"If you click on a link that offers free shipping, the first
thing you should see on the landing page is, `We're really excited
to offer you this free shipping opportunity,' " O'Gorman
to action loud and clear. When the recipient does click through,
remind them why they doing so and give them an obvious action
- Include an opt-out request.
If a recipient doesn't want to receive your e-mails anymore, you
are doing yourself and that person a disservice by keeping them
on your list. Often, people looking to unsubscribe will click
through to a landing page. Give them an obvious, clear way to
opt out so you can keep them from reporting your message as spam.
"You should always make it as easy as possible for someone
to get off your mailing list," O'Gorman said. "That
said, it's always important to give them the value proposition
of why they should stay with your program."
- Test and test again. Think
about how a page looks on a mobile device, and check it against
the top PDAs out there, O'Gorman said. "If you have sidebars,
are they going to render first? You don't want the user to scroll
forever to get to your content. Consider putting in indexing links
that will be viewable first in the mobile environment."
EXAMPLE: Wikipedia does this well with its home page, providing
an index link so mobile users can go directly to the search option.
Create a campaign specific landing page. Stick to
a theme. Make it easier for uninterested visitors to opt out and
remember to test and test again. Before you know it, you’ll
be sticking those landing pages with a perfect 10.