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Landing Pages 101: All You Need To Know Before You Start
Mastering Landing Page Fundamentals: A Comprehensive Guide
Kanishka Kumawat
January 17th, 2024
Table of Contents
Marketing isn't just about selling products. It's about weaving stories that resonate.
Proof of this is Apple's "Think Different" campaign, which wasn't a typical sales pitch for shiny gadgets. It was a narrative about dreamers, doers, and changemakers.
It was selling a dream—a movement of breaking barriers and creating an impact.
It moved people and made them ponder, feel, and dream big. It embodied marketing's secret sauce: the ability to ignite emotions, inspire aspirations, and trigger action.
"Think Different" was Apple’s ad campaign between 1997 and 2002.
It’s 2024 – storytelling still remains pivotal in marketing strategies; but in the digital marketing universe, every click also counts.
Landing pages step in as unsung heroes. They're not just online spaces; they're canvases where stories are crafted, dreams are pitched, and actions are nudged.
Getting someone to click or buy isn't just a transaction. It's a blend of telling your story, why it matters, and the value it holds for your target group.
What are landing pages? Why do they need to be a part of your email marketing strategy? How can you make the most of them? All of these questions are answered below. 👇
Understanding Landing Pages in Email Marketing
What Is a Landing Page?
A landing page is a targeted web page engineered with a singular objective: to encourage a specific action from visitors.
Unlike conventional web pages, these are crafted to align precisely with the intent of a marketing campaign, ensuring a focused user experience that directs attention to a distinct call to action.
So what’s the difference between a homepage and a landing page? 🤔
How To Design a Highly Functional Landing Page
One thing that is a game changer when it comes to creating a landing page is creating from the perspective of a user and not a creator.
This landing page from Notion is a great example. Here’s why:
Here are 10 factors to keep in mind before planning your landing page structure:
Define a Clear Goal
If you're promoting a new app, your landing page's goal could be to encourage app downloads. Everything on the page should guide users toward this specific action.
Focus on a Single CTA
Your CTA could say "Get the App Now" in a vibrant button that contrasts with the page's background, making it impossible to miss.
Simplify and Declutter
Imagine a sleek landing page with just enough information to showcase the app's key features – no distracting elements, just a clean layout emphasizing your app's benefits.
Compelling Content
Use catchy headlines like "Transform Your Productivity!" followed by succinct points highlighting the app's benefits -- "Streamline Tasks, Boost Efficiency."
Visual Appeal
Include a short demo video demonstrating how user-friendly the app is, alongside images showcasing its interface and functionalities.
Streamlined Forms
Many landing page forms are boring. They ask where you work, what’s your role in the company, etc.
Keep the download form minimal, asking for just an email or offering a one-click download option for mobile devices, reducing barriers to entry.
Build Trust
Feature user testimonials or ratings from reputable app review sites to build confidence in potential users about the app's reliability and usefulness.
Responsive Design
Ensure that the landing page maintains its appeal and functionality on various devices, providing a seamless experience whether accessed via a desktop, tablet, or smartphone.
Track Performance
Integrate analytics tools like Google Analytics to monitor the number of downloads, user interactions, and conversion rates. Use this data to refine the page further.
A/B Testing
Experiment with variations of the CTA button color, headline text, or form placement to see which combination drives more downloads.
Why You Need a Landing Page for Email Marketing
It is clear now that landing pages have a unique edge that can help you promote one specific campaign/product/service. Should you leverage landing pages in email marketing too? YES!
Landing pages play a pivotal role in email marketing, acting as the bridge between an email campaign's message and conversion. Here's why they're so crucial:
Alignment With Email Content
A well-designed landing page ensures alignment with the content and message of the email. It reinforces what was promised or highlighted in the email, maintaining consistency.
Conversion Optimization
Landing pages are customized for specific campaigns or offers, increasing the likelihood of conversions. They guide recipients directly to take the intended action mentioned in the email.
Reduced Distractions, Enhanced Focus
Unlike a website's homepage, landing pages are focused and streamlined, reducing distractions. This directs the recipient's attention to the specific offer or call-to-action mentioned in the email.
Data Collection and Segmentation
Landing pages are ideal for collecting user data. When linked to email campaigns, they gather valuable information about recipients, aiding in segmentation and personalized follow-ups.
How To Create an Effective Landing Page for Email Marketing
Creating a landing page and weaving it into your email marketing strategy is not rocket science. Here’s a unique framework tailored for crafting engaging landing pages, the "DREAM" framework:
Dialogue Initiation
Engage with a Question or Statement–Start the conversation by posing a thought-provoking question or a compelling statement that resonates with the audience's needs or desires.
Relevance Establishment
Immediate Relevance–Quickly establish relevance by directly addressing the visitor's pain points or desires. Highlight how your offer provides a solution.
Experience Narration
Storytelling Approach–Create an engaging narrative around the benefits of your offer. Use storytelling techniques to evoke emotions and illustrate the transformation your offer provides.
Action Encouragement
Compelling CTA–Prompt action with a clear and persuasive Call-to-Action that emphasizes the benefit or value the visitor will gain by taking action.
Motivation Reinforcement
Positive Reinforcement–Use reinforcing statements or elements that reaffirm the visitor's motivation to act. Testimonials, social proof, or statistics can strengthen the motivation.
Copythat, a copywriting course by Sam Parr follows the same framework. 👇
Choosing a Landing Page Builder
What are the factors that you should consider when choosing a landing page builder? Start with these:
Ease of Use
Look for an intuitive, user-friendly interface with drag-and-drop functionality. This makes it simpler to create and customize landing pages without requiring coding knowledge.
Templates and Customization
Check for a variety of pre-designed templates that suit your industry or campaign. Additionally, assess the level of customization available for these templates to align with your brand identity.
Mobile Responsiveness
Ensure that the builder creates landing pages optimized for mobile devices. Most traffic today comes from mobile, so it's crucial for your landing pages to display well on various screen sizes.
Integration Capabilities
Consider its ability to integrate with your existing tools such as email marketing software, CRM systems, analytics, or other third-party applications to streamline workflows.
Performance Analytics
Look for built-in analytics tools that provide insights into visitor behavior, conversion rates, and other relevant metrics. These analytics help in optimizing your landing pages for better results.
SEO Features
Check if the builder allows for easy optimization of landing pages for search engines. This includes features like meta tags, alt text for images, and customizable URLs.
Loading Speed
Landing pages should load quickly to prevent user bounce. Assess the builder's ability to optimize page loading times, which is crucial for user experience and search engine rankings.
Security and Support
Ensure that the platform offers adequate security measures, especially if it handles sensitive data. Additionally, look for available customer support channels, forums, or documentation for assistance.
Pricing and Scalability
Evaluate the pricing structure, including free plans, trial periods, and the scalability of the tool. Consider whether it meets your current needs and if it allows room for growth as your requirements expand.
With beehiiv, you can create custom landing pages, get performance insights on your creator dashboard, and design for responsiveness. Here’s how to design your landing page using beehiiv:
How To Create a Free Landing Page
If you are just starting out or don’t want to invest in building your landing page, here are 5 tools that can help you create a free landing page:
Wix offers a free plan allowing users to create beautiful and functional landing pages using its intuitive drag-and-drop editor. While the free version includes Wix branding and has some limitations, it's a great starting point.
Known for its email marketing services, Mailchimp also provides a free landing page builder with its platform. Users can design simple, mobile-responsive landing pages to complement their email campaigns.
Carrd offers a free plan that enables users to create one-page websites, including landing pages. Despite its simplicity, it provides various templates and customization options suitable for basic landing page needs.
Google Sites is a straightforward and free website builder that allows users to create landing pages using customizable templates. While it might not offer advanced features, it's a good option for basic landing pages integrated with Google Workspace.
Ucraft offers a free plan with limited features but allows users to create mobile-responsive landing pages with a user-friendly drag-and-drop editor. It provides basic SEO settings and integrations.
Incorporating a Landing Page Into Your Email
Landing pages, when leveraged well, can help you skyrocket your conversion rates and get to know your audience better. Here are 9 ways you can incorporate a landing page into your email:
Clear Call-to-Action (CTA)
Craft a clear and compelling CTA in your email that explicitly directs recipients to the landing page. Use actionable language that encourages immediate action, such as "Shop Now," "Learn More," or "Claim Your Offer."
Placement and Visibility
Position the link prominently within your email. Use contrasting colors or buttons to make the link stand out, ensuring that it's easily identifiable amid the email content.
Relevance and Alignment
Ensure alignment between the email's content and the landing page. The link should seamlessly connect to the specific content or offer mentioned in the email to maintain continuity and fulfill recipient expectations.
Brief Description or Preview
Provide a concise preview or description of what recipients can expect on the landing page. Highlight the value or benefit they'll receive by clicking through.
Personalization
Consider personalizing the link or CTA based on recipient data or behavior. Tailoring the message to specific segments can enhance engagement.
Link Testing
Test the landing page link thoroughly to ensure that it directs recipients to the intended page without any errors or broken links. Check for both desktop and mobile responsiveness.
Mobile Optimization
Given the prevalence of mobile users, ensure that the link and landing page are mobile-friendly for seamless access and navigation on smartphones or tablets.
Use of UTM Parameters
Implement UTM parameters in the URL to track the source of traffic accurately. This aids in measuring the performance of the email campaign and identifying its impact on the landing page. Here’s all you need to know about UTM Parameter Tracking on beehiiv.
Follow-Up Engagement
Consider incorporating follow-up emails or reminders for those who haven't clicked on the initial link. A gentle nudge or a different approach might encourage further engagement.
Why Trust Me: I have been a writer for 6 years and part of the beehiiv content team for a year now. This has given me a deep understanding of email marketing and how it can be optimized.
Email Capture on Landing Pages
These 8 best practices can help you make the most of your emails to drive your subscribers to a landing page:
Highlight in Button Form
Use buttons rather than text hyperlinks to make the landing page link more visually appealing and prominent. Buttons stand out and are more likely to attract attention.
Above the Fold
Place the link near the top of your email, ideally within the first few sentences or paragraphs. This ensures that it's visible without requiring recipients to scroll down.
Visual Cues
Use visual elements like arrows, icons, or graphics that draw attention to the link. For instance, an arrow pointing to the CTA button can guide readers’ eyes to the link.
Interactive Elements
Consider using interactive elements like hover effects or animations to make the link more engaging. However, ensure that these elements are mobile-compatible and don’t distract from the main message.
Link in Preheader Text
Include the landing page link in the preheader text, the snippet of text that appears next to or above the subject line in the email preview. This can entice recipients to open the email.
Segmented CTAs
Customize the landing page link based on user segmentation. Tailoring CTAs to specific audience segments or behaviors can increase relevance and engagement.
Use of Urgency or Scarcity
Incorporate urgency or scarcity phrases (e.g., "Limited Time Offer," "Exclusive Access'') to create a sense of urgency and motivate recipients to click the link. Example - beehiiv’s Black Friday sale email:
Visual Preview
Provide a small preview or thumbnail image of the landing page content to give recipients a glimpse of what they'll find when they click the link.
Importance of Email Capture on Landing Pages
Capturing email addresses on landing pages holds immense value:
List Expansion
Growing your email subscriber list broadens your reach and potential audience, nurturing long-term relationships and customer connections.
Lead Generation Powerhouse
Acquiring email addresses converts casual visitors into leads, paving the way for ongoing communication and nurturing via strategic email campaigns.
Personalized Marketing Avenue
Possessing email addresses empowers personalized and targeted marketing endeavors, resulting in heightened engagement and conversions.
How To Customize a Landing Page
Seamless Message Continuity
Ensure that the landing page effortlessly extends the narrative that began in the email. This unified storytelling reinforces trust and understanding, amplifying the message's impact.
Personal Touches
Infuse the landing page with dynamic content that resonates with individual recipients. Whether it's a personalized greeting, region-specific offers, or tailored recommendations, these elements elevate the user experience.
Segmented Experience
Craft distinct versions of the landing page catering to varied audience segments. By tailoring content, visuals, and offers to specific demographics or interests, you deepen relevance and connection.
Visual Harmony
Maintain visual coherence between the email and landing page. Consistent color palettes, typography, and imagery create a harmonious brand experience, reinforcing familiarity and credibility.
Unified Action Prompt
Ensure that the call-to-action (CTA) mirrors the email's intent. A consistent CTA across platforms strengthens users’ sense of purpose and guides them seamlessly through the desired action.
Strategic Pop-ups
Employ exit-intent pop-ups that appear as visitors are about to leave the page, offering incentives to entice them to share their email addresses before departing.
Exploring Examples of Successful Email Marketing Landing Pages
There are a number of ways you can build a landing page and make your brand’s personality pop!
These three landing page examples are from the hiiv, all custom-made with the beehiiv editor:
Common Features of Top Landing Pages
Here are the top commonalities among successful landing pages:
Clear and Compelling Headline
A concise and attention-grabbing headline should clearly communicate the offer or value proposition. It should be compelling enough to captivate visitors and encourage them to explore further.
Focused Message
Landing pages have a singular focus aligned with the campaign's objective. They avoid clutter and extraneous information, keeping the message clear and direct.
Visible Call-to-Action (CTA)
A prominent and action-oriented CTA button will stand out and guide visitors toward the desired action, whether it's making a purchase, signing up, or downloading content.
Engaging Visuals
High-quality images, videos, or graphics should complement the content and capture attention. Visuals should be relevant, compelling, and supportive of the overall message.
Minimal Form Fields
If the goal is to collect user information, the form should only request essential details, reducing friction and making it easier for visitors to complete.
Compelling Copy
Persuasive and concise copy should highlight the benefits of the offer, addressing visitor needs and pain points. It should be scannable and easy to understand.
Trust Indicators
Trust elements like testimonials, reviews, trust badges, or client logos will enhance credibility and alleviate visitor concerns about legitimacy.
Responsive Design
Landing pages should be optimized for various devices, ensuring a seamless and user-friendly experience across desktops, tablets, and mobile phones.
Fast Loading Speed
Quick-loading pages prevent user frustration and encourage visitors to stay and engage with the content.
Clear Value Proposition
Concisely articulate the unique value proposition or benefits of the offer, addressing what sets it apart from alternatives.
Analytics Integration
Integration with analytics tools to track and measure performance metrics like conversion rates, bounce rates, and user behavior will result in continuous improvement.
Consistent Branding
Maintain consistency with brand elements like colors, logos, and messaging, reinforcing brand recognition and trust.
Building a High Converting Landing Page: Final Thoughts
Using landing pages in email marketing is as beneficial as a treasure map, leading recipients directly to their desired destinations.
With beehiiv, you can create custom landing pages, leverage email automation, run polls and a/b tests, and much more!
Start emailing for free today! :)
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