Your Landing Page Is Your Front Door
Not long ago, "window shopping" was the norm. The powerful initial chance to entice new customers to walk into your store. While window shopping isn't completely gone, it's less common than ever thanks to the Internet and the easy access of online shopping.
Your window to attract new customers is now your home page, your landing page and/or your email. Those are your business' front doors, and the real challenge in online "e-tailing" is getting your prospects to come in. You must create the very best first impression, and while doing so, it's imperative you keep things user friendly.
Your email is an over sized window to attract new customers. Your Landing Page is your entrance to bring them through the front door.
What Really Matters
Online shopping has raised the sales and marketing stakes increasingly higher in the digital media marketplace. Your competition would love nothing more than to see you send out boring and ineffective emails, which is an easy pattern to fall into!
Does Your Email Landing Page Pass These Critical Tests?
As the old saying goes, "you never get a second chance to make a good first impression."
And as with anything else in the world of online sales and marketing, there are strategies which can help you make that great email first impression — tools and methods designed to attract and convert your all-important retail prospects into loyal, repeat customers.
Any sales and marketing email your business sends needs to hold the interest of prospects and customers, so they buy, and buy again!
The most successful email landing pages convey warmth, are visually engaging, are short, and are user-friendly.
Do your current email blasts meet those criteria?
Engage Quickly, Keep It Simple, One Quick Step, Keep It Short, Ask, Keep Prospects Engaged!
A recent article in the email marketing section of Comm100.com makes this critical point: "The first important best practice for a successful email landing page is to make sure that it passes what is known as the 'three second scan.' Most Internet users will decide whether to stay on a page or abandon it in less than five seconds, so it's safe to say that you have three seconds to convince a user to stay on the page."
"Also, your pages need to load quickly," adds Comm100. Those receiving your email blasts need to know within seconds (not minutes) about the products and services you offer. And while you're at it, keep both your message and products and services offerings simple.
Make sure it's just one quick step!
When prospects arrive to your email marketing landing page, your sole aim is to get them to click to buy and/or sign up. Are your emails engaged in that process? Or, are you making the all-too-common mistake of directing prospects elsewhere? As Comm100 points out, " I f users start drilling down into your website, they may never return to complete the desired action on your email landing page. Don't distract them from that desired path with other options or choices."
Keep It Short. Keep your prospects and turn them into customers — do that by keeping things brief! As Comm100 also says, "The more information that you ask users to provide, the less likely they will be to actually complete and submit your form."
But . . . Do Go Ahead and Ask. Also, keep your "calls-to-action" short. Don't be shy in your email blasts, but directly tell users what you want them to do. Phrases such as "buy now," "sign up," and "join free" — "each of these is a high converting calls-to-action," says Comm100. If your calls- to-action take a softer approach, make sure they still clearly ask your prospects and customers to do something. Professionals can advise you which is best for your business — a more direct approach in asking, or lower-keyed one.
Wow Your Prospects But Invite Them Along for a Pleasant Visit to Your Email Landing Page – Engage Them!
Hubspot.com, a marketing webpage devoted to making business traffic on the web more inbound (greater amount), says that among the 16 websites they surveyed, the best landing pages in terms of brevity, engaging graphics and online forms included those offered by Wistia.com, Bills.com, Trulia.com, and Impact.com.
These sites do two things with respect to their email landing pages: They convey warmth in color graphics employed, and the forms contained therein are easy to use.
Build That All-Important Trust Between Your Business and Your Clients . . .
Don't Navigate the Critical, Digital World of Email Blast Landing Pages on Your Own — Call the Professionals Who Can Help!
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