Landing Pages And Direct Mail: Increase Conversions By Answering Top Three Concerns
Your landing page conversions will increase once you answer three of the most common questions asked by visitors who receive your direct mail invitation to visit their website.
Q1. Am I at the correct place?
\r What you sell in your direct mail piece needs to match what you sell on the landing page. Visually, this means that if you feature a photo of an iPod on your buckslip you should feature that same photo on your landing page. If your offline offer is for an interest rate of prime plus 1.8%, then your landing page needs to match that.
Q2. Where is the one thing Im looking for?
\r Landing pages have in many cases replaced business reply cards as the response device in direct mail. Which means your landing page is not so much a webpage as a response device. And Maxim Number One of direct mail response devices and order forms is to make them simple to understand and easy to complete.
So if you have invited your direct mail reader to download a funky new cell phone ringtone from your site, make that ringtone simple to find on your page and easy to download.
If youre offering a free white paper, show a picture of it and instructions on how to get it.
If youre offering a discount that visitors receive by entering a discount code found on the postcard you mailed them, make the place where they enter that code on your landing page impossible to miss.
Q3. Can I trust these people?
\r Trust is the deal breaker online (and offline). Buyers who decide they cannot trust you wont buy. So if your direct mail piece wins their trust but your landing page loses it, you lose the sale. And the customer. Which means you must avoid the things that create suspicion, and employ the tactics that increase trust online.
For example, would you trust someone who has this headline on his landing page?
\r \"The Amazing Money-Making Secret of a 28-year-old Convicted Felon Who Earns More Money Per Year Than The CEOs of FedEx... eBay... Amazon.com... Time Warner... Apple Computer... McDonalds... Microsoft... Nike... Yahoo... Ford Motor Company... General Motors... and Goodyear COMBINED!
Im not making this up. Google the phrase and see for yourself.
Avoid landing page mistakes that arouse suspicion:
- \r
- No office address \r
- No phone number \r
- Testimonials by people who only have initials \r
- Extravagant claims \r
Use landing page elements that create trust:
- \r
- Better Business Bureau logo and link to the online profile of the BBB member \r
- eTrust logo \r
- Name, address, phone number and email address of principals in the company \r
- Toll-free customer service phone number \r
- Endorsements from trusted third parties, such as The Wall Street Journal or Lloyds of London. \r
Remember that your landing page is part-two of your direct mail sales pitch. Youll convert more visitors into buyers when you give them what they expect to find, make the process easy and quick, and avoid the tactics used by spammers and scammers.
2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the \"About the Author\" message).
About the author
\r Alan Sharpe is a business-to-business direct mail copywriter and lead generation specialist who helps business owners and marketing managers generate leads, close sales and retain customers using business-to-business direct mail marketing. Learn more about his creative direct mail writing services and sign up for free weekly tips like this at http://www.sharpecopy.com.
2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the \"About the author\" message).
Like Direct Mail, Landing Page Conversion Starts Above The Fold
In the Good Old Days of direct mail, which is to say, before 1997 and the advent of the Internet, I and other direct mail mar...
Direct Marketing for Non-Profit Groups Considered
If you run a non-profit business then perhaps you should try direct marketing and direct-mail to get volunteers and increase ...
Direct Mail and Direct Mail Marketing for Car Washes with Detail Shops
Do you own a carwash? Does your car wash have more customers at all times during the week? Do you have a detail shop on the p...
Direct Mail Advertising and the Car Wash Business
Carwash industry surveys show that over 62% of all carwashes use direct-mail advertising and believe it to work the best. Mos...
Improve Your B2B Direct Mail Response Rates With Premiums
Premiums are an effective way to increase your direct mail response rates. Whether you are selling a product or service direc...
Direct Mail for Taxicab Companies
Taxicab companies must be sure to fill up those cabs so they can max out their ridership and expand to buy new cabs as well. ...
Direct Mail Postcards
Direct mail postcards are one of the most economical print communications media available on the market. It is a cost-effecti...
Effective Direct Mail Campaigns
It is not that difficult to have an effective direct mail campaign that draws in customers both new and old. It only takes a ...
List Building - List Building Opt In Page Optimization
When building your list, you need to optimize your opt in page.This means paying a professional to do your headers and graphi...
Nurture Sales Leads with Direct Mail Marketing
Direct mail is a cost-effective way to make sales and generate leads. But its also an excellent way to keep your brand name i...
Direct Mail Marketing for the Car Washing Business
Direct mail marketing for a carwash business seems to be an excellent tool to increase the number of customers coming in. It...
Direct Mail and Direct Mail Marketing for Auto Accessory Stores
Do you own an auto accessory store or automobile aftermarket auto accessory shop? If so you know you must increase your sales...
Six Steps to Structure Your Email Campaign
A good email advertising campaign is more involved than simply sending out a promotional email. Its a coordinated effort on ...
List Building - Importance of Using a Squeeze Page for Your Landing Page
One of the most important things you can do online, when you are building a list, is to use a squeeze page as your landing pa...
Squeeze Pages, The Real Deal
Squeeze pages or landing pages, you have heard about them, you have seen them; you might not even have noticed when you were ...
Reasons To Still Use Direct Mail
Direct mail is almost deemed old fashioned now a days with the huge move away from offline marketing towards online marketing...
Direct Mail Marketing and Direct Mail Strategies for Local Toy Stores
Local small business toy stores are under fire these days due to the ramp up of the number of toy isles in large box type sto...
Direct Mail Marketing to Shape Public Opinion
Direct-mail marketing works for so many things and it works in nearly all types of businesses. Targeted direct-mail advertis...
Direct Mail Marketing to Get a Job
Can you use direct mail marketing to get a job? Well consider if your will that most people already do, because they mail out...
Direct Mail Services
Running an advertising campaign can take much of your time, effort, and money. And if you are using direct mail marketing or ...