Landing pages and PURLS – New tools for success
Landing pages and PURLS New tools for success
You have a dazzling, informative and comprehensive website. Why in the world would you ever want to create a separate landing page?
Here are a few of the circumstances that call for a separate landing page:
First, digital ads in Search Engine Marketing campaigns have much greater conversion rates when clicks take visitors to a separate, promotion-specific landing page, as opposed to your broader, more amorphous website. As an added value, you can create multiple landing pages for a single ad to test various promotions or, conversely, you can create several ads, then rotate and measure the relative effectiveness of the different ad messages.
Second, promotion-specific landing pages can help you more effectively control the response to email campaigns.
However, for this post, we are going to discuss how landing pages are becoming increasingly effective as part of traditional direct mail campaigns with cross-media applications. Here, direct mail recipients are encouraged to visit a "personalized URL" (PURL), a uniquely targeted landing page that features a clear call to action.
PURLs and Landing Pages
Here's how PURLs work:
You send a traditional direct mail piece to a lot of people, including, say, Bev Johnson, with a specific online direct response option. All recipients are told that if they visit the personalized web address printed on their postcard and fill out the requested information, they will receive something in return, perhaps an informative white paper, a free box of chocolates, or a chance to win an iPod.
In Bev's case, her personalized URL would be bevjohnson.yourcompany.com or yourcompany.com/bevjohnson. That address would take Bev to a branded landing page a single web page designed specifically for this promotion.
There, Bev will be greeted by name. In addition to information about the promotion, she will also discover a clear route to conversion. Conversion could be scheduling a sales call, ordering a product sample, or leaving a name and email address and granting permission for you to send company emails.
Bev then converts by typing in her information, hits send, and that information is automatically fed into your database. Reward fulfillment is handled electronically.
Why not just send visitors to your website?
Three words: You lose control.
Websites serve a different purpose. They present a lot of information about various aspects of your company. Visitors can become easily distracted or frustrated.
Landing pages, by contrast, serve a promotion-specific purpose. The careful development of a targeted landing page brings control back to you, which is why landing pages usually result in a significant jump in the visitor-to-subscriber conversion rate. By all means, connect the landing page to your website, but get visitors to the landing page first.
If you are trying to upgrade and enhance your email list, PURLs are great for the development of a verified email list of potential leads because the end users have opted in and invited subsequent contacts. Landing pages provide informative analytical data, too, allowing you to create more effective, more targeted marketing programs.
This just scratches the surface. For more information on the development of landing pages, PURLs, and email marketing campaigns for your business, please contact Angela Wenner, new business director.
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