Now that you know what your landing page is going to offer visitors and what their incentive is for completing an online lead capture form, it’s time to design that landing page. We already know from chapter six that we need to present a short form with clear instructions and few distractions.
Choosing a landing page path design is like decorating a baby’s nursery.
It’s a lot of upfront work – buying a crib, rocking chair, and a changing table, then everything still needs to be assembled. All these separate pieces have to look good together and last until the baby is old enough to show disdain for your decorating choices.
The same goes for landing pages – many separate pieces have to come together. Luckily, once you’ve designed your dream landing page inside of your marketing automation system, you can store it and use it across multiple channels. We also want the landing page to relate to the needs of the visitor, which have already been defined through a nurture campaign and based on their website activity.
Do you want visitors who complete a form to be enrolled in a trigger campaign? Trigger campaigns are autoresponders that are “triggered” from an action or lack of action. In this case, the action would be online form completion on the landing page.
If you do decide to create a trigger, be sure to specify in your landing page’s instructions that visitors will receive an email confirmation. Examples of trigger emails include:
- Event registration confirmation
- Receipt from a product order
- A copy of the whitepaper, recording, or webinar they selected
- Thank you email with additional information
Trigger emails don’t have to be a one time deal – they can be set up as an email series. This is especially useful when designing events. The first trigger can be sent out upon registration. A second trigger can be sent a month before the event giving hotel and flight details. A third trigger can be sent as a reminder a week before the event including a detailed itinerary.
After the page is designed, you have to decide where website visitors will be taken after clicking the Submit button. You have two options:
- Send visitors to another page on your website: This can be any page of your choosing, but be sure it relates to the asset they just downloaded, webinar they just registered for, etc.
- Make sure you specify in your form’s directions that visitors will be taken back to your website upon successful completion.
- Many visitors who find themselves on a seemingly random page on your website think they got there by mistake and might try to fill out the form again.
- Send visitors to a ‘thank you’ page: This assures visitors that the online form successfully captured their information. It’s also a great way to present additional information.
- Thank the visitor for their time and reward their effort by providing links to other landing pages, website pages, or your company’s social media sites.
- You can also include a link to your homepage, so the visitor can explore your website at his or her leisure.
Just like email campaigns, be sure to test your landing pages before setting them as active. Send yourself the original email, complete with the hyperlinked call to action to the landing page. Click the link and complete the form. Then, verify that your information is stored inside the marketing automation system (and CRM if you’ve requested captured information should be pushed there).
Landing pages are an easy and cost effective way to engage with customers and leads. If you’re setting up multiple landing pages inside your marketing automation software keep your branding and design similar – we want customers to fill out multiple and see consistency across each one. Also, stay consistent across a single campaign. We don’t want readers to notice that they’re jumping from page to page.