In my previous roles as a digital project manager, I worked on different projects where the user experience and information hierarchy placed importance on the design of websites, apps, or emails. The entire customer journey had to be thought out, considered, and optimized. Email is just the start of the journey and I know most of you have the similar challenging objective of optimizing the conversion rate.
In a recent report, Experian showed the transaction-to-click was 3.8 percent in Q1 2017 for all industries. This means 24 out of every 25 click-throughs that an email generates do not convert. Still, email is the most effective way to drive traffic to a website: only ⅕ of the visitors are leaving the website after having loaded the landing page. This metric is called: bounce rate (see charts below).
Assume you generate 100,000 clicks per month and your average order value is £25. Improving your click-to-conversion rate by just one percent would deliver an additional £300K per year in program revenue.
Once subscribers have clicked, they want to know two things: “Am I in the right place?” and “How long will this take?” Conversion optimization seeks to address these. Some simple starting points include:
In this three-part series, I will give you tips on how to increase your conversion rate by optimizing the content, the design, and the call-to-action from your landing pages.
Continuity is the foundation: This is key and I will reinforce this in every article. Keep in mind editorial content should have continuity between the email and the landing page. The headline should match to avoid confusing the user. After clicking on your email a subscriber expects to find the same offer, same information, and even additional information to convince them to take action by purchasing your product or by completing your form.
With this campaign from & Other Stories we can see the continuity, they used the same title and description (on the left the email, on the right the landing page). We can also see the same products.
Focused content: When a user arrives on a landing page their attention should be focused on the offer they just clicked on. Avoid, as much as possible, external links or a navigation menu which could distract them from the main content. According to a study from Unbounce, removing three links on a landing page can increase conversion by 50 percent.
We often see emails redirecting to a page with a list of products where people need to figure out what to do. This page needs to consist of a single offer and a single task. In one look, the visitor needs to clearly understand what to do.With this newsletter from Løv Organic (french tea brand), we can see that the content is focused on the same product on the email (on the left) and on the landing page (on the right).
Clear and concise content: The content should be clear and concise, the user needs to find all the answers to their questions quickly and simply. To help with the reading of content, use headlines and subheadlines (same as those in the email). Most visitors are skimmers and scanners, that’s why the content has to be structured with short paragraphs and bullet points describing what the offer includes and why it is attractive to the buyer. If the desired action is the completion of a form, bear in mind it has to be short. Don’t ask for too much information, try to get to know the user over time.
In the example below, H.Bloom explains in a clear and concise manner how their concept works.
Convincing content: You want to convert your prospect into a customer. So you have to be convincing. Add positive testimonials and reviews. You can also add positive social media content posted by your followers. It will give users the assurance you are legitimate and your product is of good quality and endorsed by other buyers.
With this example, Litmus added testimonials on the landing page to convince the visitor to take part at the conference they are organizing in different countries.
Personalized content: In 2016, around 75 percent of consumers were more likely to buy from retailers that provided personalization according to Accenture in their Personalization Pulse Check survey. That’s why you should definitely use data you already have about your customers to deliver smart content or content that is intelligently personalized to your customer’s individual needs. Use the stage of the customer’s lifecycle to provide the appropriate input.
Airbnb tries to convert travelers into hosts by personalizing the price you could earn by hosting people, on their landing page. The price is based on booking price of listing with a similar location, season and guest capacity.
Test it.. again and again: This is another recommendation I will repeat in each article, because each market is different. The best advice I can give is to do your own tests to come to your own conclusions. Not satisfied with the conversion rate of your landing page? Test new ideas using A/B testing and let your customers decide which message works best for them. Here is a link to download our ebook about A/B testing to learn how and what to test.
Audrey Menager is an Associate Email Strategist at Return Path based in the London office. She built her experience in project management roles in France. Audrey recently chose to move to London and specialise in and join the world of email marketing. This provides her with the opportunity to use her experience and knowledge from the client side, due an understanding of the challenges faced by a marketer. Connect with her on LinkedIn.
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