eMedia Daily

Effective Landing Pages

There have been a number of articles about landing pages - one versus two column layouts for registration, color schemes, etc.

The article “Seven Tips for Effective Landing Pages” from ClickZ contains a good overall set of recommendations for desiging strong landing pages. Here are the basic tips that Jeanne Jennings recommends:
- Do not just send them to your home page
- Don’t be redundant
- Match your landing page to your call to action
- Use a look and feel that is consistent with the email
- Define a clear path
- Minimize distractions
- Use daughter windows for ancillary information.

I personally have tested several of these options, and have found that they do increase conversion rates. The most success is to actually match your landing page to your call to action, with strong benefit statements for your audience.