increase conversion rate

April 20, 2020

5 Ways to Increase Conversion Rate From Email to Landing Page

As a savvy digital marketer, you likely spend hours planning how you can increase your lead generation strategy. More social posts? A new email journey? You may even be over-spending your budget on PPC ads hoping for a conversion.

The main goal of any marketing campaign is to drive action. After a lead clicks your CTA, are they taken to your company’s “contact us” form or a dedicated landing page?

If you haven’t considered creating landing pages for your email campaigns, you’re missing out on a huge lead generating opportunity. Landing pages are a critical element for a successful inbound marketing strategy and have an average conversion rate of 2.35%, with certain industries reaching over 10%.

Ready to boost your bottom line and earn new customers? Read on to discover how you can increase the conversion rate from email to landing pages.

Why are emails and landing pages a winning combination?

While captivating content and dynamic imagery are essential to increase email open and click-through rates, you need a final hook for your subscribers to convert into customers. Without a landing page, your email marketing campaigns won’t be as successful, and you run the risk of losing a new customer.

Why? Landing pages complement your emails by providing a final destination and message for your readers to learn more. Your landing page showcases additional features of your offering and provides a CTA for the user to move further into your customer journey.

Not only are landing pages effective for your current subscriber list, but they also help earn new subscribers. You can use the landing page across multiple digital channels to help build your email audience and generate new leads.

Tips to increase conversion rate from email to landing page

Simply adding a landing page to your email marketing campaign won’t be enough to improve your conversion rate or earn new leads. For a higher success rate, consider some of these methods.

1. Understand your audience’s needs.

While this may be self-explanatory, it’s easy to rush your landing page and end up with a haphazard strategy. Instead of jumping in, you need first to ask yourself a few questions:

Who’s going to be clicking from your email to the landing page?
Who’s your ideal customer?
What’ll they feel when looking at the page?
What’ll drive them to fill out a form?

Once you have these questions answered, you need to focus your entire campaign around the responses. Customers demand personalization and want to feel a connection with the brands they communicate with. By creating landing pages targeted towards specific buyer personas, you’re more likely to appeal to your audience’s needs and earn a conversion.

For example, if you’re targeting a younger generation, try including a video on your landing page. Short-form videos are highly digestible content and a fun way to display your value, while quickly capturing your lead’s attention. Videos on landing pages increase conversions by 86%.

2. Highlight the value proposition and deliver.

In both your email and landing page copy, you need to showcase your value proposition.

While it’s easy to get into a groove of duplicating landing pages with a new offer, it’s essential to dig deeper and explore why your audience would believe your offer is worth their information.

Your email teases the value, and the landing page needs to act as the gateway. Providing anything from a checklist, free trial, or ebook, the landing page isn’t just click-bait—it’s a solution to your subscriber’s problem.

Additionally, don’t beat around the bush about why people should care about you. Once you’ve hooked a subscriber from your email to landing page, immediately describe how your product or service will benefit their lives.

Source: Airbnb

3. Create captivating headlines that elicit emotion.

Emails and landing pages have one major thing in common: the need to create successful headlines. In fact, 90% of users who read the headline are more likely to read the CTA copy as well. Your headlines are the first impression that the subscriber has of your brand, and thus needs to be attention-grabbing and quickly sum up your value proposition.

When developing your headlines, make sure the message remains consistent between the email and landing page copy, so your audience isn’t confused by the transition. You’ll also want to trigger an emotion—anger, exclusivity, achievement, etc.—because the majority of people tend to make their decisions based on their emotions, rather than data.

Source: Teambit

4. Keep the form short and sweet.

How many times have you been turned off by a long or confusing form? Think of it this way: If a user feels like they’re giving up more information than the value they’re receiving, they won’t convert.

While many forms have between five and 11 fields, the optimal number is three. Consider what information you need to build an engaging retargeting email campaign afterward:

First name: need
Email address: need
Last name: want
Phone: want
Occupation: want
Location: want
Interests: want

The great thing about aligning a landing page with your email is that you may already have the “want” information captured, so you can always go back and connect the dots.

Source: Trulia

5. Add trust signals.

If you’re looking to build credibility with your subscribers, consider adding testimonials from satisfied customers.

People trust people. Using trust signals within your email and landing pages shows the lead that you’re reliable to reassure their decision to convert. Considering that 88% of people will read reviews before submitting information, testimonials are a great way to build social proof.

Your trust signal doesn’t have to come from reviews. You can also utilize powerful statistics or numbers to showcase how your products are being used. Numbers help establish your authority in the industry and create a bandwagon effect.

TransferWise shows strength in numbers with landing page copy

Source: TransferWise

Create an email and landing page campaign in four steps.

Feeling inspired by the tips to increase conversion rates from email to landing page? It’s time to put practice into action and develop your lead generation strategy. Before you start, take a look at this step-by-step guide to creating an effective email and landing page campaign:

Step one: Develop a matching message.

As part of a customer journey, the email and landing page need to have similar messaging. Determine a consistent tone, value proposition, and purpose.

Think of the email as the teaser content, while the landing page expands more on the benefits you’re offering. For example, if your email teases out free returns, the headline on the landing page should reflect that offer.

Step two: Design a cohesive look.

Similar to messaging, the email and landing page need to have a cohesive design, so it’s clear the two platforms are aligned. The streamlined approach makes it easier for the subscriber to feel connected to your brand and follow through with the conversion.

Keep in mind that you don’t need to overdesign your elements to be successful. In fact, it’s recommended to ditch common web elements, such as a navigation bar on your landing page, to eliminate extra distractions. For your design, use similar:

Theme for stock photos
Color palette
Fonts

Step three: Focus on one CTA.

Your CTA is one of the most critical elements of your email and landing page design. After all, without one, you’re unable to capture any leads. While it may be tempting to include a CTA about your initial offer and your newest blog, focus your attention on a primary call to action. If a user has too many options to click, they’ll become distracted and will most likely not take action at all.

When designing your CTA, consider the following elements:

Size: A larger button will quickly draw the subscriber’s eye when compared to inline, linked text.
Color: The color should be different than the background and copy to create contrast.
Whitespace: There should be enough space between the body copy and button so it’s free of distraction.

Step four: Test and monitor.

Testing is a crucial aspect of understanding your campaign’s performance and discovering where you need to improve. It’s recommended to A/B test your email and landing pages to see what resonates with your audience more.

You can test the CTA, headline, imagery, and more by sending two audience segments different versions of your email or landing page. For example, If you see a higher click-through rate on a particular subject line but a decreased conversion rate, you can analyze why your CTA isn’t hooking the subscriber.

Wrap up

With a compelling email and landing page campaign, you’re more likely to engage your subscribers and boost your bottom line. While these two elements go hand in hand, you need to pay attention to each channel’s performance to understand how the campaign is performing overall.

If you’re looking to increase conversion rates from email to landing page, consider the following:

Set goals and understand your audience’s motivators.
Make sure your offer is valuable to your subscribers.
Write compelling copy and design that’s consistent across both platforms.
Don’t distract your subscribers with a lengthy form.
Add testimonials and trust signals to boost social proof.

Ready to send better email campaigns that convert? Start your free trial of Campaign Monitor today.

The post 5 Ways to Increase Conversion Rate From Email to Landing Page appeared first on Campaign Monitor.

October 28, 2019

How to Boost Your Landing Page Conversion Rate

Your landing page is the first product your customer buys.

Think of your landing page like a handshake—an initial greeting to your prospects. You have eight seconds to grab your customer’s attention, and your landing page—their first impression of your business—determines whether they’ll stick around. Having a landing page that converts is crucial.

It’s not as simple as coming up with a flashy design and a traditional sales funnel, though. To really boost your landing page conversion rate, there are other factors you must consider.

9 steps to create a high-performance landing page

Before you begin crafting your landing page, apply what you’ve learned about content marketing and marketing psychology, and create an outline highlighting key components of the message you want to convey to your customers.

Follow these nine steps to get the most out of your landing page:

1. Understand your goals.

The goal of your landing page is to boost conversions. To accomplish that, your page should have one specific focus—one primary purpose—and a clear CTA. Don’t use your landing page as a hub or index of all of your company’s offers. Displaying too many options is distracting and confuses your customers, causing them to lose sight of what brought them to your landing page in the first place.

It’s also important to understand your customer’s goals, so, when you write your copy, you can explain how your product or service is going to help them achieve them.

In this example, our landing page’s focus is on generating new prospects by inviting them to “get started with one of our free templates.” We also show the customer that we understand their goal of reaching their target audience through different types of email campaigns.

Campaign Monitor landing page example inviting prospects to try building an email with their free templates

2. Know your audience and speak their language.

To build a landing page that converts, use language that speaks directly to your target audience.

Go back to those buyer personas you built when you developed your initial marketing strategy and take the time to understand your audience and learn how they think. Who’s your ideal customer, and what are their pain points? What do you want them to learn from your landing page, and what action do you want them to take?

Decide which tone of voice you want to use in your copy and stay consistent.

Consider your customer’s buying journey too. Does your customer need a hand to hold, or are they ready to take immediate action? Understanding your customer’s route to purchase will help you to determine which CTA will be most effective.

In this example, Zapier understands that their customers are busy people who appreciate efficiency, so they use short, punctuated copy to get to the point. Signing up is quick and easy, without any fluff or additional convincing required.

Zapier landing page example using short copy and a signup form in one page

3. Craft a compelling headline that draws on emotions.

Remember, you have eight seconds to capture the attention of your reader. Whether they stick around after those eight seconds could depend on the effectiveness of your headlines.

Your headline is the most prominent text on your landing page, so write a bold and straightforward headline that draws on your customer’s emotions. Speak to the problem that your product or service will solve for your customer, using a statement that prompts the user to take action.

A compelling headline will instantly catch your audience’s attention, helping them understand the value of your product or service. In this example, Privy speaks directly to their customer’s pain point: low conversion rates.

Privy landing page example that draws on emotions and speaks to customers’ pain points

Use a tool like CoSchedule’s Headline Analyzer to help you craft a headline that converts.

4. Make your promise above the fold.

Use the space on your landing page wisely.

As soon as a customer lands on your page, the content they see should be clear and concise, so they know and understand your offer. Use compelling language above the fold that entices readers to act right away, but also invites them to scroll below the fold to learn more.

State your UVP (unique value proposition) and make your promise above the fold, being careful not to stuff the section with too much information. Use scarcity and white space to draw the reader’s attention to what matters.

In this example, our landing page tells the customer—right away, above the fold—exactly what to expect when they sign up and offers only three choices: sign up now, watch a demo, or scroll to read more.

Campaign Monitor landing page example states their unique value proposition and CTA above the fold.

5. Write content that converts.

The written content on your landing page is crucial to conversions. Your landing page’s copy should be convincing, customer-centric, and genuine, and should speak to the value of your product or service.

Pique your customer’s interest by explaining how your company helps to solve a problem. Use traditional copywriting formulas like PAS (Problem-Agitate-Solve) or AIDA (Attention-Interest-Desire-Action), and employ old-school copy techniques: Be specific, be credible, offer incentives, and feed the fear of missing out.

Ultimately, though, your landing page must deliver value to your customers. If your company isn’t offering something of value, prospects will click away in search of a company that is.

The copy on Vuture’s landing page is authority-building and convincing, throughout. They’re speaking to knowledgeable professionals who know precisely what they need, so their copy doesn’t waste any time. The text also includes many proven claims, showing customers that Vuture is a trusted expert in the industry.

Vuture landing page example with authority-building content that converts and speaks directly to their buyer persona

6. Get to the point.

Your landing page’s copy should be concise and scannable. User intent—the solution your customer is looking for—and your unique value proposition, should be addressed very early on in your copy, as soon as the first paragraph. Use short sentences to help get your message across and create a sense of urgency by inviting immediate action.

In this example, EverTrue’s copy above the fold is short, punchy, and to the point. Their copy takes advantage of FOMO by sharing the hint of a successful client story. By telling the customer that it’s possible for them to “turn data into dollars” too, the copy entices the audience to click through, and learn how it can work for them.

EverTrue landing page example shows short and to-the-point copy

7. Include relevant visuals to enhance your content.

Using relevant visuals can draw on emotions and persuade readers to take action. All media—images, videos, GIFs—used on a landing page should be aligned with the content, enhancing the reader’s experience.

Take advantage of a deictic gaze in visuals to draw the customer’s attention to the content that you most want them to see. An example of this is a person looking or pointing in the direction of valuable content—your CTA—which brings the customer’s attention to an actionable step. On Nike’s landing page, three people run toward the “Shop” button:

Nike landing page example uses deictic gaze in visuals by showing people running toward the shop button.

Any media used on your landing page can be used to entice readers to take action. In fact, a recent study showed that using “video on a landing page can increase conversions by 80% or more.” But creating balance is critical. The number of visuals used—and their position on the page—should enhance your written copy, not overtake it.

In this example, Emma’s illustrated visual is clean and simplistic, showing people reading emails, and seeming to enjoy it. The tone of the visual is playful and modern, and enhances the text that appears below it:

Emma landing page example uses illustrated visuals that are relevant and enhance the copy

8. Establish trust.

To instill trust is a crucial step in boosting landing page conversion rates. Customers are more likely to purchase when there’s data to back a company’s claims, when they can see proven results, and when there are positive client testimonials and success stories to be read.

Including trust signals on your landing page makes it easy for customers to see that your company is an authority and expert in your industry. The customer won’t have to click around or “dig” to learn the value of your product or service.

On Campaign Monitor’s landing page, we include numbers—”Loved by over 2 million marketers at 250,000 businesses around the world”—and brand logos, making the reader feel more confident in taking action. Customers are also invited to watch a video testimonial to instill trust even further:

Campaign Monitor landing page example shares numbers and stats with customers to build trust and authority.

Campaign Monitor landing page example shows videos of customer testimonials to gain trust.

9. Deliver a strong CTA.

The purpose of your landing page is to keep readers focused on one action. Providing too many offers or too many CTAs will confuse the customer and may even drive them away.

Your CTA is the most important element of your landing page. It should be clear—the customer should know what to expect after they sign up, enroll, subscribe, etc.—and should prompt the customer to take action. The copy should emphasize the importance of taking action, instilling a sense of urgency.

A strong CTA is about more than compelling copy and a flashy button, though. A good CTA will draw the reader’s attention without distracting them. Consider these elements when crafting your CTA:

Color: the CTA button color should be in contrast with the landing page background.

Size: the size of the CTA button shouldn’t be so small that readers can’t find it, but it shouldn’t be so large that it doesn’t leave room for any other content.

Position: your CTA should be placed only once, above the fold. Consider visual hierarchy—F- and Z-Patterns—when designing your landing page, particularly when it comes to your CTA.

In this example, Delivra’s landing page has one CTA appearing three times. The CTA above the fold uses bright and highly contrasting colors, creating an eye-catching visual experience. The copy is clear, to the point, and tells customers exactly what they’ll get when they take action. Below the fold is another concisely written, highly contrasted CTA (employing deictic gaze). As readers continue to scroll on Delivra’s landing page, below customer testimonials, they’ll find one more straightforward and stand-out CTA with the same message: Get a demo.

Delivra landing page example delivers a strong CTA using highly contrasting colors, concise copy, with one primary CTA shown three times on the landing page.

Test your landing page to improve conversion rates

Crafting a landing page that converts comes down to testing the page and each of its elements. Fortunately, testing isn’t very complicated. By changing aspects of your landing page, one at a time, you can determine which headlines, visuals, copy, or CTAs most resonate with your customer. Also, test different landing page layouts or templates and the placement of media and CTAs.

With each alteration you make to your landing page, check its effects. Keep track of every change and ask, “How was the landing page’s conversion rate affected by this change?” This information will inform you of what to do—or what not to do—to optimize your page.

Continuing to test and optimize your landing page will help you boost conversion rates and increase revenue.

Wrap up

Design your landing page using these nine tips and by employing content marketing tactics that not only draw traffic, but also persuade readers to convert.
Remember to:

Understand your goals
Know your audience and speak their language
Craft a compelling headline that draws on emotions
Make your promise above the fold
Write content that converts
Get to the point
Include relevant visuals to enhance your content
Establish trust
Deliver a strong CTA

Keep in mind that not all landing pages will produce the same results, so continually run tests and optimize your page for higher conversions.

Need some inspiration? Learn from your peers and be inspired by some highly converting landing pages in our article, “12 Best Landing Page Designs of 2018.”

The post How to Boost Your Landing Page Conversion Rate appeared first on Campaign Monitor.