by Ron Daly
Recently our team here has been talking to marketers far and wide about email and mobile marketing, as well as QR codes. More often than not, the discussion turns to where to send users who click over in a promotional piece. A landing page can make or break any campaign, as was recently discussed over at CopyBlogger. Some of the key elements they said shouldn’t be ignored:
1. Blowing the headline
Landing pages live or die by the quality of the headline. It’s your two-second chance to overcome the swift and brutal attention filters we’ve developed due to information overload and poorly-matched promises.
Often, a better headline alone will boost the effectiveness of your landing page, and even overcome some of the other mistakes below. Split-testing different headlines is relatively painless, and can bring you much higher conversions compared with multiple other tweaks.
3. Asking for more than one thing
The idea that more choices make people happier has been proven to be a psychological fallacy time and again. This “paradox of choice” reveals that when given multiple options, the decision ends up being not to choose at all.
An effective landing page asks for one specific action, and that’s it. And don’t forget to actually clearly ask for that one specific thing, which is an even bigger conversion killer if you don’t.
There are some other great points in the same article, go give it a read. There’s also an audiocast you can listen to that can help you iron out your landing page and get the results you want.
From our experience, landing pages with clear content, easy-to-see calls to action and a clear value to their target audience tend to make the difference between good campaigns and great ones. Devote the extra time to creating a real crackerjack landing page and create emails that entice and you’ll certainly bump up your interaction.
Need help with your emails OR your landing page “next steps”? Contact us.