A SOFT LANDING

By Steve Sullivan

Yesterday I had a conversation at the office about improving the landing page for our ad campaigns.

We recently tested various options and did away with our previous strategy of having the potential member give us their name and email address before they purchased. Those emails had proven effective follow-up leads, but over time we’d seen the results dwindle as people slyly filled in their “junk mail” email address.

Now we take them directly to the purchase page and have seen conversions rise.

After brainstorming a long list of improvements we could make, it suddenly hit me that I’ve sent out quite a bit of advice about effective landing pages and calls to action in the Nugget but haven’t taken my own advice at work. Our landing page was a decent example of what not to do.

Figures, right?

It’s a good reminder to check the basics once in a while. After all, your landing page is a considerable factor in your success.

 

10 Landing Page Examples (a Critique)
Great commentary on real-world landing page examples and how they could be more effective. My only quibble is the suggestion to include stats. Neuroscience tells us that stats kill emotion in copy, and (even unconscious) emotion drives that connection between a person’s values and their actions. Use the same emotion and story-based language on your landing page as you do elsewhere.

 

5 Top Tips for Driving a Ton of Free Traffic with Twitter
Not getting the full potential out of Twitter? Not even using Twitter? Some expert advice on how Twitter can drive tremendous traffic to your website or landing page while building search engine authority. Scroll down a bit for the best parts of the article.


 

Steve Sullivan is passionate about all things nonprofit and digital and started this blog and email newsletter to share the latest strategies and tactics with other marketing, fundraising, communications and membership professionals.

 

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