In direct strategy and direct response, using a landing page, or “call-to-action” our copywriters love any word in a mail piece that inspires the readers “to-do-it now.”
If you want customer action, it pays to think like a direct response professional.
A landing page, also called a “lead capture page”, is a single Web page that appears in response to clicking on a search engine optimized result or an online advertisement
When you think about using your Website in direct marketing, having a video mindset is important.
Today’s websites are easier to build, capable of making quick changes, and to create customer journeys to provide more ideas when using your products and services.
Does your lead page on your website elicit emotion? If so, this may be the page to capture more information specific to the customer’s needs with a call-to-action statement. This sign-up landing page is similar in its dedication to uncluttered design, but it is much more simplistic in terms of what it offers. Importantly, use limited options on this page, such as sign up or log in.
Does your service and product page educate the visitor? A content marketing program keeps the information flowing. Make sure you keep the company information flowing and register what people say.
In marketing speak, they created landing pages for driving conversions.
A landing page, using direct marketing, direct mail, email, presentations, social media, smart phones, etc. provide a variety of ways for your customers to access Web pages that speak directly to them.
It’s a great tool for integrating offline and online messages to increase the effectiveness of your direct marketing campaigns. The assumption is that visitors don’t need to be informed at this point. That is what the rest of the website was for. If they have reached your landing page, they are here for one reason and one reason only: to convert.
While landing pages will differ from business to business in terms of what they say, what they sell, and how they look, the technique developers create powerful, conversion-generating landing pages is always the same.
Create a sense of urgency or immediacy—give the people a reason to buy or act now!
Force the action, response, or purchase to occur now, rather than later or not at all. It is obvious, but they can easily overlook it as the campaign is created but the results speak for themselves, you will have plenty of reminders. Such as, “do not hide the call to action; make sure it is in plain view.”
