Making the customer journey seamless and clear is essential to a successful conversion and email marketing is only part of this process, what happens next is crucial! Landing pages can dramatically increase the results of your campaigns. You need to embrace the opportunities to work beyond just the remit of the email.

1. Getting the Most
From Your Landing
Pages
@dotmailer

2. The Customer
Journey –
Relationship
between Email and
Landing Page
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3. Slide 3 @skipfidura @dotmailer
" are landing pages right for you"

4. Slide 4 @skipfidura @dotmailer
Leapfrog customer machine

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64% of marketers say landing pages are the
most effective way to test a proposition.
Testing must not be overlooked.
Test and you could yield a
conversion increase of 264%
Landing pages are vital – a good landing
page can lift conversions by as much 300%
But according to Econsultancy,
only 22% of businesses are
satisfied with their conversion
rates. So there is work to do.
Don’t forget the customer
experience and optimise for mobile.
Do this and you could experience a
153% increase in conversion
Get this right and you will deliver more leads and more sales.
But ensure they are relevant. Avis achieved a 15% increase in
revenue and a high 603% ROI with a dynamically targeted landing
page.
Landing pages lift conversions, deliver
leads, more sales and yield a high ROI.
So it’s time you start working on them

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12. Types of Landing
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5 common challenges of the modern marketer
#1 Data
#2 Technology
#3 Automation
#4 Resource
#5 Relevancy Landing pages are a relevancy play

14. Slide 14 @skipfidura @dotmailer
of companies using customer journey
analysis, copy optimisation and
segmentation improve there website
conversion rates’
Econsultancy 2014 – Conversion optimisation report
Source: ????
95%

15. Slide 15 @skipfidura @dotmailer
The three different types of landing page
FocusedEducational Other use cases
• For when your normal site won’t do it
• Homepage takeover
• Protect your site from traffic
• One off event registration
• Client/customer portals
• Credit / account upgrades
• International version of homepage
with different languages
• Product/program promos

16. Slide 16 @skipfidura @dotmailer
Educational

17. Highlight the USPs1
If your email has done a good job of
whetting their appetite then your
landing page must very quickly
underline their interest.
Very few things will do this better
than that single unique point that
your product or service offers. This
has to be powerful.
Highlight the USPs
#1

18. Highlight the USPs1
2 Outline the benefits
Beyond the specific USP, a
summary of the benefits is the next
best thing to help the reader on their
way to conversion.
Remember that these are not
features; they are the things that
actually deliver value to your
readers. They tend to be more
specific here than in the mail
because you can be more focused.
Outline the benefits
#2

19. Highlight the USPs
Keep it relevant
1
2
3
Outline the benefits
Now that the reader is engaged make
sure that everything you say has direct
relevance to – and impact on – helping
them make the next step.
Avoid anything that could be a
distraction.
Long forms WILL reduce the level of
response so think hard and test the data
points that you absolutely must have
versus those that would be a nice to
have.
Keep it relevant
#3

20. Highlight the USPs
Keep it relevant
A picture tells a 1000 words
1
2
3
4
Outline the benefits
Be big, bold and focused (again) with
your hero image. Whereas a homepage
is typically forced to use many images
to support a broad array of products, a
good landing page is more likely to use
just one that supports the topic, is
engaging and has maximum impact.
Choose wisely, use rich images but
don’t forget to use white space to
emphasize it.
A picture tells a
1000 words
#4

21. Highlight the USPs
Keep it relevant
A picture tells a 1000 words
Prove credibility
1
2
3
4
5
Outline the benefits
If you have done a good enough job to
get a reader this far then it may be a
little reassurance will be the element
that will get them across the line.
A testimonial from relevant
organisations can be effective here -
Best Buys or recommendations from
independent reviewers, titles or
consumer groups are good examples as
well as the words of your satisfied
customers.
Prove credibility
#5

22. Highlight the USPs
Keep it relevant
A picture tells a 1000 words
Prove credibility
Ease
1
2
3
4
5
6
Outline the benefits
Ensure that you focus on a single action
for the reader and a clear conversion
goal for yourself.
At this stage, after all of the previous
steps in planning, it should just be a
case of hitting the button and waiting.
Ease
#6

23. Highlight the USPs
Keep it relevant
A picture tells a 1000 words
Prove credibility
Ease
Urgency
1
2
3
4
5
6
7
Outline the benefits
The path that you have built for the
reader maybe now just need a final
prompt that emphasizes limited
availability or the fact that other people
may secure the product or service first.
Techniques from countdown clocks
through ‘other people are browsing’ to
‘X people have bought in the last hour’
can all contribute to this impact. Just be
careful to apply them at the right time –
any earlier in the journey and you are
likely to be pushing for a decision before
you have made all the supporting
arguments for it.
Urgency
#7

24. Highlight the USPs
Keep it relevant
A picture tells a 1000 words
Prove credibility
Ease
Urgency
1
2
3
4
5
6
7
8 Signpost progress
Outline the benefits
Clarity in what the reader needs to do
next is essential. A clear CTA is even
more critical on a landing page than on
a website or in an email. The are 4
things to consider and test here:
• CTA wording
• CTA position
• The use of buttons
• What’s next
Signpost progress
#8

25. Highlight the USPs
Keep it relevant
A picture tells a 1000 words
Prove credibility
Ease
Urgency
Forms
1
2
3
4
5
6
7
8
9
Signpost progress
Outline the benefits
Forms provide the opportunity for your
business to ease into a relationship with
your prospects – you do not want to put
potential customers off by asking too
many questions.
Forms should be kept simple, asking for
only the information needed to generate
leads and drive sales. Minimizing the
number of fields is likely to increase the
chances of a high conversion rate.
Occassionally when you are tasked with
collectgiing lots of data it may be worth
considering a two-page approach
Forms
#9

26. Slide 26 @skipfidura @dotmailer
Highlight the USPs
Keep it relevant
A picture tells a 1000 words
Prove credibility
Ease
Urgency
Forms
1
2
3
4
5
6
7
9
Outline the benefits
9
8 Signpost progress
Forms
Freeagent.com

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Invision app

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Focused

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Highlight
the USPs
Keep it relevant
A picture tells a
1000 words
Signpost progress
Urgency
1
8
7
9 Forms
Outline the
benefits
2
4
3

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Norton

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TFM

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Eloqua

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Other
use
cases

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Other use cases

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37. The Perfect
Landing Page
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38. Slide 38 @skipfidura @dotmailer
Learning Requires Robust Testing
Research on bread indicates that:
1. More than 98 percent of convicted felons are bread users
2. Half of all children who grow up in bread-consuming households
score below average on standardised tests
3. Over 90 percent of violent crimes are committed within 24 hours of
eating bread
4. Bread has been proven to be addictive. Subjects deprived of bread
and given only water to eat begged for bread after as little as two
days

39. Slide 39 @skipfidura @dotmailer
Learning Requires Robust Testing
In light of these frightening statistics, it has been proposed
that the following bread restrictions be made:
1. No sale of bread to minors
2. A 300 percent tax on all bread to pay for the societal ills associated
with bread
3. The establishment of "Bread-free" zones around schools
4. A nationwide "Just Say No To Toast" advertising campaign

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Students T-test

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Landing Pages Are Different
• Very specific function
• Not in the field long enough to comprehensively test
• Needs A/B testing – not split stream testing

43. Slide 43 @skipfidura @dotmailer
Landing Page Testing Checklist
 Develop a clear hypothesis to test
 Limit variables to those being tested
 Clearly define the measurement criteria
 Ensure causality
 Watch for statistical significance – but be practical
 Document your learning for future use

44. Thanks for
watching
@dotmailer