Direct Plus Digital: The Anatomy of a Landing Page


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An effective online response mechanism is a must-have for every direct marketing campaign. According to the Direct Marketing Association, two out of five prefer to respond online to a direct mail offer. (Others may like to reply by mail or phone, so always provide options.)

Enter the landing page which is quite literally, where your prospects “land” to access what you’ve offered to them via your direct mail piece, email or online ad. Optimize your landing page with the following considerations:

  • Get your domain name early. It can influence content and design, and sometimes the domain name you want is unavailable.
  • Who are you? Place your logo high on the page for clear brand identity.
  • This is the right place. Be consistent with the look and feel of the source leading to it: direct mailer, email or online ad.
  • Keep it simple. Write a strong headline and short description of the offer.
  • Clearly state the benefits. Reinforce the reason why they’re giving up personal information.
  • Add an image. Avoid all confusion, and use an image relevant to your offer or an image of your offer, if it makes sense.
  • Direct the eye to the button. Make it stand out from other graphics or colors on the page, and write a compelling CTA rather than “submit” or “click here.”
  • Minimize fields. Data collection may be a primary goal. However, asking too much may cause abandonment. Ask only what you need.

Bonus Tip #1: Design for “thumbs.” Mobile access now accounts for 60% of time spent consuming digital media, according to comScore. A responsive design means your page renders properly across viewing platforms: desktop, tablet and smartphone.

Bonus Tip #2: Include a “thank you.” Once the form is completed and the button clicked, send your leads to a “thank-you” page where they can access the offer. Here, you can direct leads to other website pages or present secondary offers.

Want to drive more leads with a direct to digital connection? Let us know; we can help!

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