A primary key to successful lead generation and email marketing is creating customized landing pages that you give your reader exactly what they expect, and make the next step in your relationship crystal clear. For example, if you have created an offer to download your lead magnet, you’ll want to create a customized landing page on your website that will describe the offer, show the product, provide quick and easy description of the benefits of the content, and include a form for the consumer to exchange their contact information.
Landing pages, just as emails, need to be tested and optimized in order to improve their conversion rate and their effectiveness. This process of conversion rate optimization allows you to leverage the benefits of trackability and testing that most solid email marketing tools provide. As your landing pages receive traffic, you’ll be able to analyze whether people respond to the offer in a positive manner. A landing page best practice is to have two versions of each page, with a single difference between each so you can see if it positively or negatively affects response rates.
Once you’ve identified which landing page version provides the best return, you’ll remove the losing version, and create a new variation of the winning design. Then you’ll make a subtle change to that new version and begin the test process again. This optimization strategy is a great way to truly leverage the power of digital marketing tools and the benefits that they can provide.
| Name | Website | About |
|---|---|---|
| IMPACT | http://www.impactpagebuilder.com/ | Full disclosure: IMPACT is a HubSpot partner — but that’s not why they’re included here. This landing page was what sparked the initial idea for this post. I love the whole layout of the page, from the banner in the top left that tells you this ebook was updated recently, to the rotating testimonials, to the outline that surrounds the form. This landing page has both beautiful and functional design — what we all should strive to have on our landing pages |
| CrazyEgg | http://www.crazyegg.com/ | We use CrazyEgg here at OMI, and I love geeking out over the eye tracking reports. I can easily see which parts of our website visitors are engaging with, and which parts just fall flat. Weve used this data to improve our navigation, layout, copy, and more. Sure, a lot of this data is also in Google Analytics, but the visual format really changes the way we look at and interpret the data. Instead of simply presenting numbers or graphs, the eye tracking reports clearly tie metrics back to content and design, so you can better see and understand what is happening on your website, and hopefully figure out why. |
| Wordstream | http://www.wordstream.com/ | Wordstream combines the ability to make landing pages with a larger marketing plan. Their tool tracks the paid advertising you invest in and links it with landing pages. In this way it helps you to make sure that you are optimising every advertising opportunity with a landing page, and that you are presenting your site visitors with relevant content. |
| Unbounce | http://unbounce.com/ | Unbounce are a big name in the digital marketing industry. Their blog is a great source of information for all things digital, and they also offer a landing page tool. Their software enables you to build, publish and test landing pages without relying on I.T., and they have a wide variety of templates and styles. |
| Kick Off Labs | http://kickofflabs.com/ | Kick Off Labs combine their landing page tool with smart email marketing. Once again, they offer a wide range of templates and using them requires no coding knowledge. They also have a simple content management system that means you can update your landing pages easily. |
| Premise | http://getpremise.com | Premise is designed to work with Wordpress websites. Their landing pages are compatible with any Wordpress theme, and you can design them from within your existing site dashboard. This tool includes custom graphic elements and copywriting advice, designed to help you get the most from your landing page. |
| Exact Target | http://www.exacttarget.com/ | Exact Target is used by big name brands like Amazon and Walmart. It offers its customers the ability to build landing pages and microsites that are optimised to collect customer data and make sales. Their landing pages can be created in minutes using drag and drop technology, and offer a full range of tracking analytics. |
| InstaPage | http://www.instapage.com/ | InstaPage offer a really simple landing page solution. Their tool helps you to build a page by dragging and dropping content into place on existing templates. They also offer basic A/B testing and a stats dashboard. It also offers functionality to connect your landing page to email marketing services like MailChimp and Constant Contact. |
| Lead Pages | http://www.leadpages.net/ | Lead Pages claim that their tool is the easiest way to create landing pages. It offers a wide range of templates for different kinds of landing pages, such as welcome gates, squeeze pages and thank you pages. Not only is it really quick to build a landing page using this tool, theyre also really fast to load once theyre done and installed on your website. Lead Pages landing pages are fully smartphone and tablet optimised, and can even be used on Facebook. This tool starts at $37 per month. |
| HubSpot Landing Pages | http://www.hubspot.com/ | The HubSpot Landing Pages tool is really simple to use. It has three steps, and once youve worked your way through them youll have a professional landing page with the functionality to send out personalised follow up emails to your site visitors. Though HubSpot do offer a free trial, their landing page software comes as part of their paid software package, which starts at $200 a month for small businesses. |
Disclosure of Material Connection: Some of the links in the information above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”