How to Create a Great Landing Page
Monday, February 26th, 2007 at 5:12 pm by Jeffrey Perren, AC Magazine
I was going to write a mini-tutorial on How to Create a Great Landing Page.
Not surprisingly, I quickly discovered others had gotten there first. Going beyond surprise into delight, I came across a column by Jeanne Jennings on ClickZ that tells all about it — neatly, concisely, and chock full o’ helpful tips.
Here are a couple of samples out of several:
- Don’t Just Send Them To Your Home Page
“Yes, this is what’s easiest to do. But in most instances, it’s not best. Especially when the product or service you’re promoting in the e-mail doesn’t appear on the home page (I’ve seen it done). Don’t make people search for what you’ve told them is there. Take them straight to it.”
- Match Your Landing Page to Your Call to Action
“A good e-mail engages readers by telling them about something, then setting an expectation for what they’ll find when they click through. If you’re promoting a new product with a link to “learn more,” readers expect to land on a page with more information. If it’s “order now,” they expect to land on a page to begin the order process. If it’s “read the full article,” they expect to land on a page with the full article. Be sure you deliver on the call to action’s promise.”
I recognize a master at work when I see one. So, without further ado, here’s Jeanne…
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