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05.21.08 ACCM: Maximizing Your Landing Page  By Mike Sachoff Bill Nussey, CEO of Silverpop, spoke in the session, "Consistent Branding from Email to Landing Pages- Maximize Your Online Presence." Coverage of the ACCM conference continues at WebProNews Videos. Keep an eye on WebProNews for more notes and videos from the event this week.) Landing pages serve a number of functions and can be used for branding, lead generation, education and ecommerce. Landing pages drive revenue with 6 out of 10 used to sell specific products or services. Branding starts with a readable URL. A readable URL reinforces branding. Seventeen percent of companies send clickers to the homepage instead of to a landing page that is uniquely relevant to a specific campaign. Nussey said, " Visitors must know immediately they're in the right place and their time won't be wasted."
Forty-five percent of landing pages don't repeat email promotional copy, while six out of ten landing page designs matched the look of both the email and the company's site. Popular landing page designs differ from top email designs. Landing page designs should focus on controlling the visual path consumers take. Simple designs help lead a page visitor directly to a call to action. Remember to think about the impact of resolution settings, different computer resolutions render designs differently. Design for low resolution so all customers can see the copy immediately. You only have 8 seconds to grab a customer's attention so keep scrolls to a minimum. Images grab attention during the critical 8-second window. Nussey said, "Simplicity almost always wins." He added, " Computers are going to go from enablers to enhancers in the next couple of years." Comments About the Author: Mike is a staff writer for WebProNews. |
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