Hello again, your friendly neighborhood email guru piping in again to talk to you about getting that custom landing page for your next big campaign. At first glance, a campaign-optimized landing page may not seem that big a deal when compared to the actual campaign itself; after all, if you are selling a product, the product’s page on your website is good enough, right?
Not always, it turns out. A standard e-commerce products page, while great for someone browsing products on your page, still has a lot of ‘chrome’ around it; thus distracting your prospective customer from closing the deal. Someone clicking through from a campaign already has a short attention span; and getting him to convert is your foremost goal.
Your company’s latest news and social media feeds will not interest your customer if the intent of the campaign is to sell. What an optimized landing page does is trim the fat, push a single golden path for your prospective customers to convert them from being merely interested into being a buyer.
This is what navigation bars and social links are on landing pages
Back in the second World War, allied bombers dropped tons of aluminum foil while on bombing runs; this foil became known as ‘chaff’. Chaff’s main goal was to confuse enemy radar and visual targeting; making it nigh-impossible for a ground gunner to lock onto a bomber, allowing the bomber to continue it’s mission. In the case of a landing page, you have to look at your customer as trying to shoot down the bomber, and putting in navigation bars and social media links is essentially you creating chaff for your own offers, making it impossible for your clients to lock onto the golden path.
SO, why make it harder for your target audience to buy?
Confusing Your Customers is not a plus.
Let’s take a recent example from ourselves here, just to show. I had an old boss that once said to me “Ben, no one would get fired for making web and email pieces that look exactly like the website”. Yeah, that might be true, but at the same time, certainly no one would get promoted or get a raise for it either. Looking at our own website, you can see that, if I wanted to be quick and dirty with creating a landing page, but at the same time using the standard Steadfast layout, I’d have a ton of chaff to throw in my prospective clients’ faces. Top nav bars, bottom address, social media, redundant site map, etc. Now imagine I sent a campaign wanting everyone that hits this landing page to do only one thing; sign up for a list I am hosting.
With a landing page like that, even if I am taking the standard Steadfast template and respecting it to a 1 to 1 degree, I’d lose so many prospective conversions it’s not even funny. Instead, what we do is this: we honor the brand’s integrity with a landing page, but at the same time we force a single line of action.
Only a single course of action is possible.
Looking at this new landing page, you can see that the client has no navigation to confuse him or her; no social media buttons, no giant address, no phone numbers…. just a form to fill out. There’s only one choice now: convert. With all the chaff gone, the intent of the landing page is clear. Conversions increase and so does data. The important thing to keep in mind is, yes, this does sound almost deceptively simple; that removing all the chaff off a landing page increases conversion, but sometimes the simplest answer is the best.
So let’s start the conversation today about getting you the best conversions with your campaign with optimized landing pages.