Do all you want to make your emails better, but it’s a missed opportunity if you don’t improve your landing pages too.

Luckily, our CEO Marco Marini and Director of Business Development Michael Kelly were recently certified in landing page optimization by Marketing Experiments. As a follow up to last month’s article on optimizing your emails, we take the next step: optimizing your landing pages using the newfound knowledge Marco and Michael gained during their professional certification classes.

Of course you read last month’s ClickMail Marketer, and you tweaked your emails as a result, right? Now, to make sure you gain some benefit from optimizing your emails, let’s get your landing pages optimized too. Sure a landing page is a Web page, not an email, but it is also a critical piece of email marketing ROI! You might have great open and click through rates, but if your landing page doesn’t convert, none of that matters.

According to Marketing Experiments, you can increase your landing page conversions by focusing on three things:

Motivate customers by making sure they can relate to the landing page. Part of that is visual, ensuring the landing page looks like the email, so the transition from one to the other is smooth. Also, the headline and offer must be clear and repeat the email’s message so the customer knows right away the landing page is where he or she wants to be. Double check each element of the email against the landing page, including pictures and copywriting style. To improve your conversions (and email marketing ROI), segment and create a separate landing page for each “user type” to tie into different motivating factors.

Always a marketing golden rule, your value proposition must differentiate your offer from your competitors’ offers. So you have two value propositions: that of the product or service you are selling, and the value proposition of your company. Every picture, design element and word should reinforce your value proposition.

An incentive is used to compel the customer to do something; to take action and (we hope) convert by buying. Your incentive can be anything from a discount if they order today, to a gift card or a gadget, but it’s a freebie in the customer’s eye, a freebie that makes it more likely they’ll take you up on your offer.

Your conversion can also decrease because of two main things:

For more tips on dealing with friction and anxiety, view the April issue of the ClickMail Marketer.

For more help with optimizing your email, landing pages or your deliverability, keep reading this newsletter and visit our blog.

	Save and Go: Landing Page Optimization Training Marketing Experiments is holding a one- day training session on How to Maximize the Effectiveness of Your Landing Pages and Increase Your Conversion Rates. You'll learn how to optimize your landing pages in just 8 Hours and achieve professional certification in the process! ClickMail has negotiated a special rate for our friends and family: Select from the below links for which event you would like to attend and register with the promo code CLICK200 and save $200. • San Jose, CA Aug 14th, 2009 - Dolce Hayes Mansion • San Francisco, CA Sep 25th, 2009 - Westin SF Market Street • Boston, MA Oct 7th, 2009 - Westin Waltham-Boston

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