Are You Sending Customers to Your Landing Page or to Your Home Page?

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So you've got your email marketing campaign running. If you're really working hard to drive traffic then you may also have a PPC marketing campaign running as well. This is great! You've just laid down the tracks for an email blast of traffic to arrive at your website.

But where do those tracks lead? What will they find when the get there?

It seems simple. You're sending them to your website of course. The majority of email marketing campaigns are sending their clicks to "MyBussines.com", which seems like a good idea but may not actually be the best place to send them. You've spent all this time segmenting your email list, but then you don't segment your traffic! Why not?

You could be segmenting your traffic to different landing pages. If you're like most businesses, you offer more than one product or service. When your client clicks on a specific offer on your email campaign, they're saying "Yes, I want to learn more about this product or buy it right now".

Now what do you do then? Are you responding with "Let me take you to the front door of my store" or are you saying "Let me take you right to the aisle in my store where you will find exactly what you're looking for". BIG DIFFERENCE!

Can you guess which clickthrough is has a better chance of turning into a sale? That's right, the customer who was taken directly to what he was looking for is more likely to buy. It seems simple, and it is, yet so many marketers get this wrong.

When you send them to the home page of your site, you're probably giving them a whole bunch of options to choose from, a series of doors they have to walk through to get what they're looking for. If you want to make the sale, you have to make it as EASY as possible for your visitor to take the intended action.

Maybe the action isn't to buy, maybe you just want an email signup, maybe your want their contact info so you can do a follow up call. Whatever it is you want them to do, send them right to it! Remove all barriers to the desired action. Don't just count on the fact that they'll find it themselves. Don't make them search for it. Don't think that if you just drop them off on the main page, maybe they'll buy something else too. If you lead them to what they want and fulfill they need they want right now, they WILL come back on their own and buy more, or you'll get a chance to do a follow up later. For right now, GIVE THEM WHAT THEY WANT!

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For more information on email marketing or landing page design, please contact Orange Email Marketing for a free consultation.