It’s happened to all of us - the newest email, the hottest, freshest piece of content, has tons of clicks! Hurrah! And yet… no conversions. That new eBook? Nobody’s reading. That webinar? Nobody’s coming. What happened? Well, here are a couple of things you should be keeping in mind in order to help convert from email to landing page:
Use Magic Strings
Magic strings automatically fill in personal information on a by-email basis, allowing you to address each reader by name. This helps in a number of ways. First of all, personalization in emails, even just using a first name or location, is shown to raise clickthrough rates by 22.2%. As that extra influx of clients goes to your landing page, the magic strings can also dynamically fill in the form with much of their information for them, greatly reducing the burden of effort required to finally hit that submit button. This means just using a first name in your email can greatly increase your conversions.
Keep Your Form to One Page
Every page past the first comes as a surprise to whomever is filling it out and increases the likelihood that they stop halfway through. This is no good. By containing your form in one page, you again reduce the burden of effort that you put on your email recipients. If you absolutely must have more than one page, let your readers know ahead of time that there are multiple pages, like with a small (1/X) near the form. This way your readers will never be surprised by the length of the form, and will have no doubts about how long it is.
Keep It Above the Fold
One of the most common mistakes about forms is making them hard to find. If your readers don’t see the reason why they visited your page right off the bat, they won’t stick around long. Keep the form in a spot that doesn’t require scrolling in any direction in order to guide readers to it. If they can easily navigate the page, they can easily give you their contact information.
