What Are Landing Pages?

Landing pages are simply that: A place where users “land” when they follow a pURL from your direct responss TV or mail campaign, or click on a paid search, organic search, ad banner, or email link.

Let’s say you’ve been using the emfluence Marketing Platform for some time now, and are achieving great deliverability thanks to the Pre-Flight and Spam Filter checks. But think about it: deliverability is only a small part of your strategic marketing equation.

You sent your email campaign for a reason. Part of the reason was informational or transactional, but getting your message into the recipient’s Inbox was not the whole reason you sent it. You wanted email recipients to take some action. You wanted them to come to seek even more information from you: to read more, to learn more about your company and why they should trust you, to inspire them to action. Or you wanted the person to sign up for your latest promotion or request more information from you. They can’t do that from inside an email message, and they aren’t as likely to do that if they land on a page in your website. Let’s explore why.

What you wanted from that email campaign was a conversion. A conversion is generally defined as a Lead or a Sale. If you wanted to sell a simple widget – you can achieve that by giving the recipient a link in the email that directs them to the product widget in your e-commerce site. The challenge is that your cart may have an interesting navigation menu, or flash in the header, or content objects scattered around the perimeter -- all competing to redirect the prospect’s attention to their offer, not to the offer in your campaign.

You increase your chances of selling that widget with a landing page that focuses the prospect’s or customer’s attention only on the offer in your email campaigns, which then directs them to your shopping cart. That’s the power of the emfluence Landing Page Generator.

emfluence landing pages increase your conversion rates by creating an environment where the prospect can focus for a minute or two. They capture leads far more effectively than directing the recipient to a page on your website, which is full of useful information, but simultaneously distracting visitors from your offer. Focusing the prospect on your offer (and only your offer) for 1 or 2 minutes is a major achievement. And as a result, emfluence landing pages convert more strangers into leads and more leads into sales.

Transactional landing page persuade visitors to interact with advertisements or complete forms. The goal is the sale of a product or service. When informatoin is captured, landing pages typically withhold information - it's give and take diplomacy. The visitor must provide some information - name, email, phone number – "enough to capture the lead and add the prospect to an email list.” - Wikipedia

Your landing pages are actually more important than your email campaign. In cases where your recipient is on a conversion path, consider this: According to Anne Holland of Marketing Sherpa, “Many marketers think the outbound campaign is doing the heavy lifting, and the landing page exists simply as a passive collection cup for all the sales or leads generated by the campaign. The exact opposite is generally true.”

Email was the first step in your prospect’s conversion path, and if your offer was compelling, your outbound campaign did its job: inspired the recipient to make a split-second click of a URL. Your landing pages should be designed to capture their interest for a minute or more. That’s powerful stuff. And when they’re properly motivated, landing pages compel prospects to provide information they are reluctant to give: email addresses, phone numbers, even money.

Creating landing pages using the emfluence Landing Page Generator is as easy as sending out an email. To read more about how the emfluence Landing Page Generator is a cost-cutting, time saving tool, talk to an emfluence pro.