4 Proven Tactics for Greater Response

It used to be marketing materials were designed, printed, and sent off to work their magic. But today's marketers can control how people respond to messages.

Just slap a web address in that print ad, email, or brochure and create a landing page to match. The right landing page design can steer prospects straight down the conversion funnel.

What works
Why do landing pages work?
It's the power of message match.

The content a respondent sees online is tailored to the promise of the specific ad they saw.

The unified message drives a greater response to print ads, email messages, brochures and online ads, says Michael Grover, director of marketing for CMP Media Tech Web.

Grover has four tips for leveraging landing pages to convert more:

1. Start with the landing page
Begin with the end in mind: Design a landing page focused on driving conversions. Then build a campaign around that page. The landing page becomes the narrow end of the funnel.

Having a specific goal in mind before moving on to the broader message of the ad or campaign makes sense.

2. Go one-for-one
Marketers often create a variety of ads or messages to test, each leading to a single landing page. But if an audience is worth creating a specific ad for, it's most likely worth creating and testing a specific landing page for it, too. Why?

• It's easier to track response to an individual message if there's a separate landing page for it

• Landing pages that follow through on the ad creative convert at a higher rate

3. Make the process seamless
The biggest landing page mistake: Making an offer in the ad, but not making the offer on the landing page, says Grover.

It happens most with soft offers. For example, and ad directs people to learn more about a particular product and drives them to a web page designed for overall product info. But these respondents don't need general info, they're ready to convert.

Fix: Make the landing page give them something that will close the sale.

4. Keep it focused
Landing page mistake number two: Showing more on the page than was offered in the ad.

Fix: Press releases, support, other products and links — leave those out.

The landing page should simply get visitors to the next step. Focus attention on the action you want visitors to take by making it the main and most visible link.

Grover suggests putting a subtle link to the homepage for people who want more info.

Example: a logo in the top left corner works, with text indicating it's "home" so people know to click it.

Source: MarketingSherpa.com

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Rachel K. Benoit
Production Manager, Nomad Communications Inc.