An effectively designed landing page considers many facets. You should always aim to create landing pages that:
- Grab attention quickly! (eight-second test)
- Have visual consistency with the rest of your site.
- Have a readable URL.
- Reinforce branding.
- Avoids the use of dashes, slashes, and numbers.
- Useful in direct email.
- Repeat the main offer on the landing page.
- Short and punchy copy that is easy to read and relevant to the original email.
- Keep the key information above the fold.
- For long landing pages, repeat the offer below the fold.
- Always keep the call-to-action visible.
- Focus on one primary call-to-action. Exception: Retail (offering several products - more than five links)
- Continue the story started in the email and provide multiple reasons to motivate a conversion. What prospects and customers see at the top of the screen clearly communicates your strongest reasons for conversion.
- Keep it short but consistent with your brand.
For documents with 500 to 1000 words, a landing page might include:
- Both text & image hyperlinks.
- Ensure that clients can see what they clicked.
- Change of text color.
- Button change shape or indent.
- Have a hero-shot. An image that is larger than other images on the page.
- The image that is sent in the email might be appearing on the Landing Page.
- If the image is a product, hyperlink it.
- Use animation or video to grab attention.
- Don't ask customer about more data than is necessary for the call-to-action.
- The more question clients need to answer, the more likely clients abandon the form.
- Include links to privacy and anti-spam policies on the form.
Use a landing page to get visitors to register for an event
You are tasked with finding a way to increase attendance for the annual golf fundraiser for charity. A landing page that contains a forward to a friend web form is used to help spread the word and get people to sign up for the fundraiser. Also included is contact information so that people can find their way to the golf course in case they get lost.
Use a landing page to increase attendance at an event
In the following scenario, your company wants to increase webinar registration for a monthly event.
Currently, you use social media to bring attention to webinars and while that does work, you want to drive more users to the online webinars that are offered. To do this, you use a simple landing page that shows the content of the webinar, the time, and date the webinar begins and gives users the chance to register for the webinar.
To be successful and capture data, you can include the following in the landing page:
- A clear call to action that provides information to the user.
- A short video that briefly describes what the webinar is about.
Use external landing pages for pre-confirmation, confirmation and to trigger an alert
Currently, double opt-in databases do not support external pre-confirmation and confirmation landing pages to trigger lead alert web form submissions.
The only way to trigger the alerts is to ensure that the pre-confirmation pages and the confirmation pages are held within the Campaign web forms area (No redirect to an external site).
Web forms for single opt-in databases support alerts for external directed confirmation pages.
Render an image that is referenced within inline CSS
A zip file that contains the HTML file and an image that is referenced within inline CSS code as background is imported into a landing page site. However, the image is not rendering.
To reference an image for your page's background within inline CSS, you would need to host that image on the web by creating a new landing page within Acoustic Campaign and publish it to get the URL then, reference the full URL in your CSS code.