5 Easy Tips on Getting More Conversions from Your Landing Pages

When a marketer is asked to develop a business-to-business campaign, one of their most important considerations is landing pages. Landing pages have been the go-to choice for marketing pros since, well, the beginning of the Internet.

Landing pages provide a crucial and convenient service. Without them, your customer base would likely be half its current size, and you would have to spend more marketing dollars for a lower ROI. Landing pages also offer a way to “test run” the basics of marketing campaigns before you launch company-wide.

Besides the primary benefits they offer, you can take advantage of landing pages to grow your business faster and build up your brand.

Here are five easy ways to leverage your landing pages to drive more conversions.

The Impact of Images

Humans are naturally visual, so include images on your landing page that are not only appealing to the eye, but which also entice people to learn more about you. Select images that inspire emotion in the viewer – remember, passion is what drives many of the decisions made by consumers.

Personalize It

There was a time when generic marketing appealed to the masses, but those days are far behind us. Today, people want to be recognized. They want to engage with the pages they visit. By using dynamic content to provide a personal approach for each visitor to your page, you’ll have visitors staying longer and clicking through more.

Using simple scripts, you can personalize a landing page to include the visitor’s name or occupation. You can also use more advanced tools to display customized messages or personalized recommendations based on buying habits.

Watch Your Forms

Forms are great for data collection, allowing you to gather personal information about your visitors and their buying habits. However, it’s getting harder to find visitors willing to engage with them – people are inundated with spam these days, and it’s harder than ever to convince them to take that step. It has become apparent that forms are turning away consumers rather than prompting them to participate.

The good news is that there are social media sites which allow you to gather visitor data without the use of forms. Many social media channels allow you to capture registration data and lead information directly from their websites. There are also third-party firms that can collect data on your behalf and provide configurable details to more accurately target potential customers.

Landing pages can also be structured to collect second and third-tier data, which allows you to build visitor profiles over time. Doing this enables you to nurture a relationship with your potential customers rather than just targeting a one-time data dig.

Test Your Strategies

Your landing pages should be able to evolve with your business. You might be testing the feasibility and technical requirements of your page, but are you looking at short-term results to see what’s missing?

Small changes can make a world of difference. If you aren’t getting the results you expected from your pages, try altering a few elements, changing some images or icons, or shortening content to make it more engaging.

Content-Rich Thank You

When a customer engages you for a product or service, chances are they will like more of what you’re selling. So, don’t forget to fill your thank you page with content and links to other products and services you offer.

Making Landing Pages Friendly
Landing pages are a huge asset and, if configured correctly, can provide you with a wealth of conversions.

Before launching a new landing page, make sure you have:

  • Chosen an emotionally engaging image
  • Included a dynamic element of personalization
  • Limited the use of forms and surveys
  • Created a content-rich thank you page

These tips should help you design better pages that engage and resonate with potential customers – and keep the conversions coming, too.

How to Bring Your Email to Life with Dynamic Content

So, you think you’re running a pretty robust email marketing campaign, yet suddenly, you find your open rates declining and unsubscribe rates rising. You think, how can this be?  You spend countless hours creating new content each week, and your copy is first rate, so why aren’t you getting a better return on all your hard work?

Your problem could stem from a lack of enticing content. It’s sometimes tricky for marketing pros to consistently offer a variety of content that is personalized for all their subscribers. You try to meet your subscribers’ expectations with emails designed around what interests them, but finding the right mix of substance and tailored content is critical for keeping their attention.

That’s where dynamic content comes into play.  Dynamic email delivers personalized content to individuals from the moment they open the email message, with elements that routinely change each time that message is opened. 

Here are some dynamic content ideas that can help bring your marketing campaign to life.

Special Effects

Consumers get bombarded every day with a variety of marketing emails, most of them filled with boring or irrelevant content. So, how do you make yours stand out in a crowd? Dynamic features such as scrolling, fade, zoom, and image animations can help make your messages pop and keep subscribers interested.

A simple integration tool allows you to paste HTML code into your mail template that can deliver rich, dynamic content into your subscribers’ inboxes. It may take a little longer to create your copy, but the extra work will pay off with better reader engagement.

Convenience Features

Convenience features are items that allow readers to click and accomplish a task more efficiently, such as submitting a request or adding an event to a calendar.  Utilizing these features in your emails will provide a simple yet gratifying benefit that is guaranteed to boost engagement.

Active Surveys

Including surveys in your email is usually popular with readers. However, delivering dynamic surveys that ask about the challenges, needs, or requirements of a subscriber’s business can add a bit of personalization while helping to gather valuable information about your clients or potential customers.

Providing a survey with radio buttons that allows a recipient to pick and click is a winning strategy. It makes your survey even more dynamic by delivering real-time statistics instead of redirecting them to a website, and will make even more of an impression. By using an integration tool, this solution is easy to set up and usually results in better response rates from readers.

Embedding Video

Video content allows subscribers to engage with content without taking the time to read it. I know that sounds lazy, but video drives traffic. Embedding content that you may have on your website or social media sites into your email is a great way to leverage that media with your email subscribers.  Research suggests that video holds a reader’s attention longer and allows them to comprehend and remember more of what they view. Dynamic video content is a win on many levels.

Device Targeting

With today’s technology, it is possible to send out a dynamic email that recognizes the device the person is using to read your message. You can then route them to the appropriate app store, or provide dynamic links that will direct them to ancillary products or services for their device.  You can also use geo-targeting to lead a subscriber to a specific restaurant or hotel based on their preferences.

Social Feeds

Social media plays a crucial role in any marketing campaign. Recent numbers show that nearly 70% of all Internet users are on some type of social network. If you’re already marketing on the socials, you can embed real-time links to your timelines or other relevant information you recently posted. By integrating your emails with dynamic social feeds, your subscribers can open your messages and engage in real time with your social media posts by clicking thru for a quick interaction on various platforms.

Technology is always evolving, and dynamic elements of all types are now available that provide marketers with the ability to personalize and customize email messages like never before. Dynamic emails can deliver vibrant, relevant, and uniquely engaging content which can take your marketing campaigns to new heights.

Which works better for Email Campaigns, HTML or Plain Text?

What happens when you create a mass email message, spend precious time editing and reviewing the copy, send it out, and you end up with a poor response rate?  What’s worse is you can’t even quantify how many people read it or even opened it.  The mere thought of this scenario is stomach-churning for most email marketers.

As an email marketer, you focus much of your time on content.  However, what about the appearance of that content?  Marketers generally send out HTML-based email campaigns.  An email in HTML is visually appealing, easily digested by the audience, allows you to promote your brand, and has the ability to tuck hyperlinks into graphic hot-spots.  But, is it effective?

Is it possible that plain text emails can provide the same performance as HTML formatted messages?  Many email marketers have discussed this conundrum, and even professionals are unsure which format generates more leads and better conversion rates.

Consider the Purpose Your Email Serves

Your marketing emails are much more than just a welcoming greeting; they are essentially landing pages for your business.  All the elements of a landing page – banner graphics & images, visual cues, a call to action and hyperlink, and a fillable form can be included in a well-crafted HTML-based email message.

An interactive, visually appealing email provides all the benefits of a good marketing website, however, they can also hinder the ability of a reader to cut through the fluff and get to the essential part – a call-to-action link.  So, if you feel you’re losing out on click-throughs by muddying the water with graphics and visual aids, consider changing it up with a plain text message.

Plain Text Successes

Unlike its HTML counterpart, which is rich in visually appealing and interactive elements, a plain text email is merely portions of text that fill the body of the email message.  There’s not much in the way of formatting, and there are no images, CTA buttons, or inviting banners, yet, some studies have shown that plain text messages have higher click-through percentages than HTML-formatted content.

Think about it.  You have probably personally experienced both ends of the spectrum in your inbox.  Which do you think you respond to better when seeing an obvious advertising email?  Sure, an HTML email looks good, but does it immediately entice you to sift through the content?

Statistics show that deliverability of plain text emails is exceptionally high.  Even if the content is boring or poorly written, the fact that it reaches its intended recipient is crucial.  Without images, links, banners, and legal disclaimers subsets, it’s unlikely to get flagged as spam.  Also, deliverability typically goes hand-in-hand with open rates, and studies show this is particularly true with plain text emails.

Another positive for plain text in today’s marketing world is the ability of the message to be displayed on smartwatches.  Even though the contingent of smartwatch wearers that read email on their devices is small by comparison to smartphones, it is still a significant fact that delivery to watches is a benefit, and will become more so in the near future.

Also, plain text messages have the ability to present more of a “touchy-feely”, one-on-one conversation.  Of course, large corporations don’t need or want this feeling, but smaller companies can capitalize on its ability to engage on a more personal level.

Choosing the Right Format

The question of what format is better isn’t an “either-or” proposition.  Email messages are terrific for brand-building, and you should not feel hogtied to one format or another.  You can use each to deliver relatable content to both your base and potential customers.  Subscribers are too busy to pay attention to how you market yourself; it’s usually the content that counts.  Using both formats allows you to reach more potential business, while also engaging your readers.

Amongst marketing professionals there is still no firm consensus on which format is better, but you can rely on internal metrics to measure and calculate the benefit on an individual basis.  Work with both formats, drop several campaigns with each and see for yourself which gets you a response, and which drives you towards your business goals the most effectively.