Email has proved to be a very effective marketing tool in the current marketing world. Companies are increasing their concentration on this form of marketing as it is the cheapest way to reach your potential customers. But according to a survey about 50% of the people landing on a landing page through mailer campaigns quits from the page. This is very high as compared to industry standard bounce rate of about 35%. The main reason for this high bounce rate is the design of landing page. Designers put a lot of effort in designing promotional emails as well as the respective landing page attractive and beautiful, but they ignore few basic points which act as a deciding factor in the success of email campaigns.
An ideal landing page for mailer campaigns is shown above. The company name or logo and the punch line or the tag line which defines your company objective should ideally be located at the top left corner of the page. An image describing the main reason of sending the mail should be present at the top right corner. This image can also be a flash video if you can embed them in to your mail. This image will be the deciding factor as it will be the first sight of any one opening the email. So explaining your product using the image can really help you reduce the bounce rate of the page. Below these things should be running text explaining in brief the reason for sending the email. Next to it can be the action button. This should be very prominent as it may make a difference between a customer and a visitor. In any promotional email, disclaimer and unsubscribe options are very important.
Some of the basic tips for designing an email landing page are as follows:
Size of the page: You should always keep in mind that not all of the world population has high speed internet connection. So the landing page should maximum load in 3 to 5 seconds. The ideal size of the page should be around 35 KB. You should make sure that your landing page size is below this as a delay in page loading can really be fatal for your campaign.
Choosing the landing page: Many companies prefer landing a customer on their home page as they think that their home page is best optimized as compared to other pages in the website. But it should be kept in mind that generally home pages are a face of a company. It may contain the product for which you sent the mail but will surely have other stuffs too. This can be a distraction for the customer and they may end up closing the window. So the landing page should be specific for each and every promotional email sent. The design, structure and the promise made in the mail should also be there in the landing page. This will develop a trust in the eyes of the customer and hence they may end up as being your customer.
Use of forms: When you use forms on the landing page, make sure that the structure of the form is user friendly. If you have a multi-page form, try to provide a navigation details (navigation breadcrumbs) at the top of the page. In this way you can stop visitors from closing the page just because they do not know how long the form is. Also if the form is a single page form, try not to display other products ad on the page. This can distract the customer and can finally make the customer to close the page without even buying anything. If your website has variety of products and you want to display all of them then in this case the best way is to use a shopping cart. The customers can add the required product in the cart and can continue their shopping. The image below shows a typical breadcrumb where the user is shown his navigational path for reaching the current page. If he or she wants to go back he can directly click on the breadcrumbs and can reach his desired destination.
Prominent call to action buttons: The call to action button (generally the ‘apply now’ button) should be very prominent and preferably more than one in number on the landing page. Putting one in the first fold of the webpage and the other one at the bottom of the page is a good option.
Analytics tracking: The whole process of the customer movement by the time of clicking the call of action button on the email till the final payment is done should be properly tracked. This can be a great help in optimizing the campaigns. Using various analytics tool (like Google analytic); you can know the page or the point where visitors are abandoning the page. So after knowing the details you can optimize the page and hence can increase your conversion.
Avoid promotional code: If you have provided promotional code in the email then you can provide a text box in the landing page asking for it. But in case the user has to search for promotional code on various discounts coupon sites, it may be a distraction for the customer. Instead of moving forward to the next step, users will go in search for the coupon code. In case they are not able to find any, they may close the page in frustration.
Live chat: In case if there is an issue which the customer faces while filling your application form, there should be a live chat facility available on the page by clicking on which they can remove their query. An alternative to this is a contact us form on the page but this is not advisable as there is a great chance that the user will abandon the page since his query is not fulfilled instantly. Live chat can solve the visitors query immediately and hence will stop the customer from quitting the payment process.