Really…Don’t Send Them to Your Website

Written by Mark Weinstein, President

Marketers will often make an offer to a customer or prospect in an email, social media, paid search, direct mail or other medium directing the responder to their website to redeem the offer.  Seems like a logical direction.

But, then for some reason they do not see the conversion numbers move at all, and they conclude that their marketing doesn’t work.

The first thing to look at is what people do after responding. Without a good landing page, it’s like going fishing without a net: you might land a big one on your hook, but you won’t be able to drag it into the boat.

The problem is directing the customer or prospect to your website home page. There is often too many choices and no clear direction as to how act upon the offer presented.  This can lead to possible confusion and the responder abandoning the site.

To achieve the maximum redemptions, sign-ups or sales, the responder should be directed to a landing page created specifically for the offer—not to a website home page.

Really…Don’t Send Them to Your Website

With all the options often presented on a home page, the responder will have to “work” to find the desired offer.  This will often result in a decision NOT to respond.

The single-minded landing page overcomes the problem of too many choices.  With the focus on the offer being promoted, landing pages convert infinitely higher, whether the promoted offer is email list opt-in, application, coupon redemption, sales lead or any product sale.

Again, the key to landing page success is to keep it uncluttered and focused on the offer that brought the responder to the landing page. There should be no excess baggage like ads, links or navigation bars so visitors have only two options: convert or leave.

For example, according to one direct marketer, you’ll get up to 10X more opt-ins from a dedicated opt-in landing page than having it on your home page.

In a future blog we’ll discuss landing page testing to maximize response.