Landing Page Optimization: Best Practices and Examples

Publishing a landing page is one of the best ways to grow your list, but it’s just the beginning. These tips will help you drive people to your page and welcome subscribers.

Illustration of a person looking at a landing page

Building a list of engaged subscribers is an important part of any marketing strategy, and one of the best ways to do that in Mailchimp is with our free landing pages(here are some landing page examples to get more inspiration). In fact, our research shows that, on average, Mailchimp customers saw their list growth rate increase by 36% while their landing page was active.

In fact, our research shows that, on average, Mailchimp customers saw their list growth rate increase by 36% while their landing page was active.

Landing pages give your visitors a clear call to action, so when they reach the page, their attention is only focused on one simple task. Mailchimp's landing page builder offers enough flexibility to help you with conversion optimization. If you’re a fitness trainer, for example, maybe you’d set up a dedicated landing page to offer folks a free download of your latest workout guide once they sign up for your list. Or, if you sell stuff online, you could create a landing page with a promo code that shoppers can use on their next purchase in exchange for their email address.

An example landing page with a subscribe form and the text, "Sign up for 50% off your next purchase!".

Product photos from Muttonhead

In this article, we’ll cover some of the ways you can get people to your landing page and start collecting emails through opt-in forms — and also give you a few tips on how to greet new subscribers once they’ve joined your list.

Drive people to your landing page

After you’ve built your landing page, it’s time to give the page the attention it deserves and collect email subscribers. And whether you want your landing page to reach folks who are already familiar with your business or you’re looking to connect with new audiences, social media could be a good marketing channel to start with.

  • Identify your target audience: Before anything else, you have to know who your target audience is so you can target and market to them effectively. If you don’t have a well-defined target audience or you don’t understand what they need and want from your business, it will be much more difficult for you to engage with them. Once you've identified your audience it will be much easier to engage with them through dedicated landing pages.

  • Offer value to users: Lead generation and inbound marketing are all about attracting customers to your business. To do so, it’s important to provide something valuable and helpful to them. This might include blog posts, ebooks, white papers, free trials, freemium subscriptions—really, anything that appeals to your target audience.

  • Find your lead magnet: Take some time to determine what pieces of content or free products are most successful with your target audience. Experiment as much as you can, A/B test with different lead magnets and ask for feedback. Then, focus your efforts on creating and developing content that’s most popular among your target audience.

  • Use newsletters for relationship development: Once potential customers have shared their contact information with you, use email marketing to send emails and maintain and develop that relationship. This will keep customers aware of your brand and entice them to convert.

  • Drive organic, unpaid traffic from social media. Once you’ve published your landing page, grab the URL and share it—along with a few details about the offer you’re promoting—across all of your social channels, to get the necessary social proof that will help to increase your conversions.

As you’re planning out your social posts and ads, don’t forget to give careful consideration to your messaging and other creative elements. Remember: Your posts, ads, and landing pages are all working together in driving traffic to help you achieve one specific goal—getting new signups and growing your list by collecting emails from potential customers.

Remember: Your posts, ads, and landing pages are all working together to help you achieve one specific goal—getting new signups and growing your list.
  • Keep your branding and visuals consistent. No matter what type of business you’ve got or what products you sell, it’s important to keep product imagery, logos, fonts, and other elements of your brand consistent between your social promotion and landing page (check out these landing page design tips to get started). If you’re offering a promo code for winter sweaters, for example, be sure to use the same (or similar) sweater photos on both. Give your audience a seamless experience that is quickly identifiable as your own and won't affect your conversion rate.
  • Write with your audience—and your goals—in mind. Keep your messaging and call to action clear, concise, and relevant. Everyone that sees your social post should know who you are, what you’re promoting, and how they can take advantage of your offer. Need a few pointers? Our guides for defining your Facebook and Instagram advertising strategies can help.
  • Don’t forget your mobile audience. Most people browse social media from their phones or other mobile devices, so make sure that you’re optimizing the experience for them, too. Avoid using small typefaces and don’t include any unnecessary details that might be tougher for folks to read on their mobile device or interfere with the process of collecting email addresses.
It’s important to keep product imagery, logos, fonts, and other elements of your brand consistent between your social promotion and landing page.

Welcome your new subscribers

Getting people to join your list is a great first step, but it’s only the beginning. Once they’ve subscribed, you’ll need to make them feel welcome and keep them interested in your emails going forward.

  • Set up automated welcome emails. Sending a welcome email is a great way to make a powerful first impression. You can say hi to your new subscribers, tell them more about yourself or your business, and let them know what type of content they can expect to receive from you in the future.
  • Segment by signup source. Signup source can tell you a lot about a new subscriber—like their familiarity with your business and what other content or offers might interest them, for instance. When someone subscribes through a Mailchimp landing page, we’ll track their signup source so you can use that information to easily create segments and monitor their behavior to find out who opens your emails, reads your content, and buys your stuff.
  • Personalize your messaging. Once you have more context about your new subscribers, you can personalize your content so it resonates with them. For example, the person who signed up to receive a download of your workout guide might be interested to get more fitness tips or workout recommendations. Folks who give you their email address in exchange for a promo code or giveaway, on the other hand, will probably want to get updates about your products, services, and any future promotions you might offer.
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