Landing Page Optimization: 6 Ways To Attract Higher Conversions

Are you following the RIA (Recognition, Interest, Action) golden rules? In the email marketing world, the focus is generally on the email itself, sometimes forgetting about what happens after the click. Since one-third of the RIA puzzle is the action recipients take once they’ve received your message, post-click activity is an essential step in the process. Without the action, your email campaign may not be considered a success.

So how can you take steps to ensure that people are taking the action you desire? Follow the 6 ways below to optimize your landing pages, moving you closer to your conversion goals:

1. Link to proper landing page. If you are promoting a particular product, make sure the calls-to-action link to that product page versus the homepage or any other irrelevant page. If a recipient is interested enough to click, you have to make sure you are sending them where they want to go.

2. Consistent look & feel. If the email and the landing page do not match from a brand, visual and offer standpoint, you may confuse and potentially lose your audience. Be sure to provide consistency not only between the email and landing page, but also your overall brand.

3. Restate the offer(s). Marketers should always put themselves in the consumer’s shoes and never assume that stating the offer once is enough. Remember that when someone clicks through on a link, they are taken away from the email message. For the most part, you can never state your offer enough.

4. Provide clear call(s)-to-action. As a continuation on #3, not only do you want to make your offer clear, you want to ensure that your target audience understands it. Make sure they understand the action they need to take in order to take advantage of your offer. This article provides additional information on how to create effective calls-to-action.

5. Clear the path to call(s)-to-action. Make the call-to-action easy to find and easy to act on. Sending readers to the homepage, or making them click too many times to get to the offer, will invariably cause you to lose conversions.

6. Analytics. Use an analytics package to track performance of campaigns through post-click activity and conversions. If you can’t track actions taken on your email campaign, you are shooting blindly in the dark. Analytics can also show you where you might be losing traction along the conversion path. Google Analytics is a free package that will provide you all the basic tracking capabilities.

Here are a couple of great examples of Bronto clients following these guidelines:

MetroKitchen takes the approach of adopting their featured brand’s look for this email. The landing page the call-to-action links to lists the entire All-Clad LTD selection that is on sale (Guideline #1). This landing page makes it very easy to shop for the products shown in the email, and provides clear calls-to-action to buy each featured product now with one click (Guidelines #3, 4 & 5).

This email from Trek Bikes is not only targeted well (I am a woman), it is also very much on brand. As you can see, the landing page mirrors the email’s look exactly (Guideline #2); it lives within the website itself, but it also lives on its own for this particular promotion. In addition to being able to sign-up for myself, it also allows me to share this opportunity with my network, which an important aspect to this promotion (Guidelines #3 & 4). Spot on, Trek.

Do you have any guidelines to add to the 6 above? Feel free to share your thoughts below.

Kelly Lorenz
Account Manager at Bronto

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Tagged as: email best practices, Email Landing Pages, Google Analytics, metrokitchen, trek bikes