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Landing pages are valuable marketing channels that can benefit any type of business. Whether you want to grow your list (through a giveaway or product pre-sale, perhaps) or sell more stuff (by highlighting special offers or showcasing your newest items), landing pages are a great way to nurture new customers, educate people about your products, and drive conversions.
Unlike a website’s homepage—which is typically designed to provide a general overview of a business—landing pages help you build customer loyalty and increase profits by focusing on a specific short-term goal. When you set up landing pages for unique campaigns, audiences, events, or promotions, you can provide people with a clear, direct call to action and make it easy for them to buy your products or sign up for your list.
Landing pages help you build customer loyalty and increase profits by focusing on a specific short-term goal.
With MailChimp, you can plan, design, and track as many landing pages as you need to reach your customers—in the same place you manage all of our other marketing. Our intuitive drag-and-drop editor makes building your pages a breeze, and each page you create is mobile friendly, so they’ll look great from any device. Plus, they’re absolutely free.
Determine your goal
Before you get started, you’ll need to determine the goal of your landing page. MailChimp makes that part easy by giving you two templates to choose from: signup page and product page. A signup page is designed to help you grow your list, while a product page is for advertising your business and selling stuff from your store.
Consider your audience
Increase the relevance of your landing pages—and get more conversions—by being mindful of who your audience is and the message you’re trying to convey. No 2 customers are the same, so instead of using generic landing page messaging and giving everyone the exact same experience, try creating several different landing pages, each targeting a specific portion of your audience.
If you operate a clothing business, for example, you could build several different landing pages with content tailored to customers who live in a specific part of the country. One page might promote swimwear to folks in warmer areas, while another page might be used to showcase your winter collection to people who live in colder climates. Or, you might create a specific landing page to share on social media to drive new list signups, and another that you only link to from an email campaign to your VIP customers that highlights certain products and helps you generate sales.
Write compelling copy
Landing pages, much like email and ad campaigns, are more effective when they include thoughtful copy that’s concise, on-brand, and relevant to your audience.
- Headline: Write a headline that grabs the attention of your visitors from the moment they reach the page.
- Body: Your message should be simple, informative, and to the point. If you’re promoting a sale, make sure you instill a sense of urgency in your copy. Or, if you’re collecting email addresses from your customers, be straightforward about why you’re asking for their information and what future communication they can expect to receive from you.
- Call To Action (CTA): Keep your CTA clear and actionable. Think about which stage of buying your customers are in, and then tailor your CTA accordingly. Need some inspiration? Check out these real-life examples.
- Footer: Include your contact information so customers won’t have any trouble getting in touch with you if they have a question or concern.
Use beautiful images
You can access a searchable Giphy library though our flexible Content Manager, and if you connect your store, we’ll even pull in your product images automatically. In just a few clicks, you can include pictures that show off your latest products or add an eye-catching background image to grab the attention of your customers. And if you need a little help finding the perfect image for your landing page, check out resources like Unsplash and Pexels.
Try creating several different landing pages, each targeting a specific portion of your audience.
Include detailed product information
Landing pages, especially those designed to help you sell more stuff, give you a great opportunity to highlight a specific item and tell your customers why they’ve gotta have it. Include descriptive product information, and don’t forget to expand on important product specs, like sizing or dimensions. Tell your customers what makes your products—and your business—unique. Remember: storytelling often leads to conversion.
Build trust with reviews
Do you ever read reviews about a business or a product before making your final decision? If so, you already know that online reviews can directly impact a business—shoppers care what other shoppers think. In fact, according to BrightLocal, 85% of consumers trust online reviews as much as personal recommendations.
85% of consumers trust online reviews as much as personal recommendations.
Take advantage of the positive feedback you’ve received from your customers by including their testimonials directly on your landing page. Not only can their comments help you advertise your business or products, they might also be the final nudge a potential customer needs before making their final decision to buy.
Incorporate promo codes or discounts
Coupons and promo codes are some of the most effective tools for driving sales. In fact, according to a recent survey, 57% of consumers say that businesses that offer special deals for returning customers stand out from the competition. So as you’re building landing pages for your business, consider including unique coupon codes or other offers as an extra incentive for your customers. Each landing page can be targeted to a specific audience—and be independent of your site, store, or other marketing—so it’s easy to advertise an incentive to a small portion of your audience without affecting any of your other promotions or marketing strategies.
Advertise an incentive to a small portion of your audience without affecting any of your other promotions or marketing strategies.
Share your page
Once you’ve designed and published your landing page, it’s time to start promoting it to your audience. You can share your customizable landing page URL as frequently (or infrequently) as you’d like, so consider the purpose of the page and then determine which of your other marketing channels can help you reach your goals. And since every landing page you create in MailChimp is mobile friendly right out of the box, it’ll look great for everyone, no matter how they’re accessing your page.
For example, if you want to grow your list, maybe you’ll decide to drive traffic to your landing page from your Facebook page. Or, if your goal is to sell a new product, you might choose to include a link on your website or in your upcoming email campaign. Be strategic, and use your other marketing channels to your advantage.
Have a plan for new customers and subscribers
Whether you’re using your landing page to help grow your list or sell more stuff, it’s important to have a plan in place for everyone that clicks your CTA. MailChimp’s segmentation and marketing automation tools will help you stay in touch with new subscribers and returning customers alike, so you can provide personalized, relevant content and make everyone feel like a VIP.
You can keep the conversation going—and introduce folks to your business—with an automated welcome series that goes out to everyone who signs up through a specific landing page. Design and send personalized order confirmations, invoices, and other customer notification emails to people that make a purchase. Or, automatically follow up with buyers to thank them for their purchase, provide helpful product information, or ask for feedback about their experience.
Keep the conversation going—and introduce folks to your business—with an automated welcome series that goes out to everyone who signs up through a specific landing page.
Landing pages are a great way to connect with your audience and drive conversions, and with these tips—and our helpful tutorial article—you’ll have everything you need to create pages that get more clicks, more signups, and more sales for your business.