In general, the conversion process takes place in various stages, often in a non-linear way. In individual campaigns via email or in conversion flows on websites, this process obviously is more direct and linear, certainly when your messages and content are based on good pre-defined scenarios.
Email still plays an important role in integrated cross-channel marketing strategies. The conversion parameters to watch when sending emails are well-known. However, what happens after the click is at least as crucial as providing your recipients messages they want to read more about.
The conversion of an email doesn't end after opening your email nor after people have decided to respond to your call-to-action. Key conversion steps take place after the email subscriber arrives on the landing page when clicking a link.
The content and context of this landing page obviously depend on the objective of the campaign. In the case of a commercial emailing for existing customers (for example cross-selling and up-selling, special offers etc.) it is often better to concentrate on one call-to-action and thus hyperlink (be it repeated several times and, most importantly, clearly placed above the fold).
An online publisher, on the other hand, will often make various topics clickable in order to gain more traffic to the posts or messages he puts in a newsletter and often the ads of advertisers wanting to reach the audience of that e-newsletter.
Landing pages don't make recipients think: they reassure
Conversion after the click is about more than only the landing page. Certainly in sophisticated, automated, triggered and/or scenario-based campaigns where e-mail forms a part of a cross-channel approach. However, in practice, the landing page is the key factor for most email campaigns and programs regarding post-click conversion.
And one of the most important elements in the further conversion process is consistency.
The user experience must be efficient and recognizable: when people arrive on a landing page that doesn't clearly correspond with the call-to-action and promise or experience in the email, this causes confusion. Make it easy for the subscribers and make sure that they don't have to search far or think about what they should do when arriving on your landing page.
Most e-mail marketers are aware of this, but there are always possibilities for improvement.
Here are six post-click conversion tips:
1. Clearly summarize the offer on the landing page
If you send a mail with a discount for a certain product group, it is logic that you show this product group on your landing page. However, also make sure that you include the mentioned discount. This eliminates all possible confusion. Show all information that supports the further call-to-action and offer alternatives but don't overdo it. Focus on the promise and your objective (see below).
2. Use the same 'look and feel' for your call-to-action buttons
The 'look and feel' of your landing pages should correspond with that of your emails. Strive for this as much as possible. You will also have call-to-action buttons on your landing page (for example, example for more information or to purchase). Give them a similar striking look and use the same 'tone of voice'. Furthermore, make sure that, as with the preview window of your email, they are located above the 'fold'.
3. Repeat your subject line
The subject line of your email is an ideal title for your landing page or any other content-section of the landing page. People mostly read the subject line of the email before opening. If you repeat it on the landing page, this leads to reassurance.
4. Show the sender and don't forget the brand
This tip may seem evident, but it is often forgotten. It is certainly important with new subscribers and for companies with a less strong brand identity. People can see who sent the mails in the 'sender line' of the email. Most often the logo of the sender also appears at the top of the mail body. Obviously, you should also display this brand identity on the landing page. Branding still matters a lot, even in pure direct marketing activities.
5. Be relevant and test
We all know the need to be relevant in emails, and that you have to offer valuable content. However, the same applies for the landing page. Pay attention to this and test, in the same way that you test your emails. Test several versions of your landing page and change various content elements, looking at parameters such as positioning, color, text and more.
6. The balancing act of offering alternatives
Finally, provide options for the Internet user arriving on the landing page to move on through your site to relevant places, both for you and him. Although, certainly in commercial mails, the emphasis lies more on the direct conversion, alternatives ensure that you offer the visitors something else, thus including other conversion paths if the clicking recipient is not interested or ready for the primary conversion goal after all.
However, make sure that you don't have too many links and options on a landing page and that everything is in function of the direct and indirect conversion objectives. Too many options lead to confusion and clutter distracts the Internet user from what he wants or does. It is a balancing act.
The best landing pages are a perfect marriage between the user experience, ease-of-use, relevance and a reassuring feeling of consistency on one hand and clear objectives and conversion goals that guarantee the best ROI on the other.
Trust is probably the main emotional need you have to respond to.
Today's customer is cross-channel and he/she is at the centre of sales and marketing.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
Discover why your business should move to an integrated marketing approach step by step and how.