Melon Corporate Blog
Getting the Most Out of Your Landing Page
How many times have you filled out your details on a website only to be directed to a dead end with no further direction?
A landing page (or a thank you page as some call it) is a web page that users are directed to after they complete an online webform, subscription form, RSVP form or survey.
Making proper use of a landing page is often overlooked by most e-marketers. We have to think of a landing page as a page that is guaranteed to receive visitors because once they submit their details that is the only page that the form will point them to.
To illustrate the importance of an informative landing page, take a look at the following example.
When you go to amusement parks or zoos or aquariums, you will more often than not find gift shops strategically placed just before the exit. This is not by chance. Operators put these gift shops there because patrons have to eventually exit the venue. By making the gift shop a thoroughfare they are maximising the chance of a transaction. Super markets do the same thing by placing 'spontaneous purchases' near the checkout, so while exiting customers are exposed to them which increases the likely hood of a purchase.
You are not forcing a transaction but merely creating more opportunities for a transaction to happen.
We can use this principle when creating landing pages. I've listed some examples below:
- Provide links to your business' website.
- Display products relevant to the form the user just filled out - don't be afraid to go for the add on sale.
- Provide links to relevant articles.
- Re-enforce any dates, times or venue locations.
- Provide any other business related communication.
The possibilities are quite vast when you become familiar with the opportunities that the landing page can bring.
It is very simple and doesn't take much time or effort to make good use of a landing page.
So to all the e-marketers out there, don't be shy to make the most of your landing page and really harness a great opportunity to on-sell your products and/or services.
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Comments - oldest entries appear first, most recent entries at the end.
This is good advice which makes a valid point about the gift shops being strategically placed. I would also suggest having a button to redirect back to the original website, which is very obvious but it is still suprising to me how many people leave that kind of thing out.
By Richard Gray on 24 01 2008
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