Question

Topic: E-Marketing

Landing Page Help

Posted by Anonymous on 2/23/2011 at 12:47 PM ET 250 Points
I need help with other landing page strategy. We are a recruitment sourcing company. We don't work with individuals, but rather company HR Managers/Directors. We are getting ready to launch a new sourcing service and we are trying to implement a new lead generation program via a targeted e-mail blast campaign. In the e-mail there will be a link to a landing page outlining the key elements to our service. Our initial goal is to get them to call us or e-mail us. Can we test both or should we test only one of the two?
Also, what else should we be thinking about when looking at results from this first test?
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RESPONSES

  • Posted on 2/23/2011 at 3:58 PM Accepted
    I'm having something of a problem with the basic strategy. What are you promising your target audience in the e-mail blast that might get them to click-through to your landing page?

    If you're promising them a lesson on the key elements of your service, they are not likely to click-through. They are probably not terribly concerned with what YOU do or what YOU want to tell them. They have their own needs and interests.

    And if you're not promising them a lesson on the key elements of your service in the e-mail blast, then your landing page will be inconsistent with the offer/promise in the e-mail blast, and they'll just bail out on you immediately.

    So my suggestion is to re-think the approach. Offer something that speaks to what's on your prospects' minds ... that addresses their most important unmet need. Then your landing page can deliver what you've promised in the e-mail blast.

    If this isn't clear, then you may need to bring in some outside professional help. It sounds like you're approaching this with the wrong objective, and you're likely to (a) spend a lot of money with no satisfactory return, and/or (b) actually damage your image among the very people you're trying to engage.
  • Posted on 2/23/2011 at 4:13 PM Author
    I am terribly sorry for not providing the correct details. The landing page will address the contacts needs in the following way: cost saving, time saving, and effort to filter for qualifies candidates. We can find them highly qualified candidates at 50% the cost of them doing the job posts and other tasked associated with finding new hires. We do all the grunt work and provide the customers with only the graded possible new hires.
    Please let me know if this is still not clear.
  • Posted on 2/23/2011 at 4:21 PM Moderator
    I find the benefit promise somewhat unbelievable. You'll have to explain (to your prospective customers) how you can possibly do their jobs well at 50% of the cost.

    They know what's involved and how long it takes, how much it costs, etc. When you show up and promise the same result for half the cost, you're challenging believability and putting your credibility at risk ... unless you can explain your "secret sauce" in a way that will make sense to them.
  • Posted on 2/23/2011 at 4:30 PM Author
    mgoodman, that is exactly what we are trying to do on the landing page. We have the costs broken out as if they did the job posting process on their own vs. if we do it. The other keys to the sell is they can spent their time on other tasks.
    If you can provide an e-mail address I can send a copy of the art PDF.
    I really appricate this input!
  • Posted on 3/8/2011 at 6:12 PM Accepted
    Not sure it should matter to you how they contact you as much as if they contact you at all….although the how can easily be measured after you send you email.

    The answer to testing the success of a new landing page strategy and the paths people take to get there, and how they then contact you, etc, is best done using A/B split and multivariate testing. Google promotes this strategy heavily and even offers a free tool to help you - www.google.com/websiteoptimizer

    Simply put, the process is …..you make 2 similar landing page designs, but rearrange the content, try slightly different power words and wording strategies as others here have proposed. Put your contact info up high in header and easily seen and accessible. Ensure you have Google Analytics tracking code in your website to measure the incoming traffic, the entrance paths, sources, etc. Then send out your email blast. Then go in and review the analytics to show you which page got what traffic, from where, and what did they click on next etc. See which landing page generates best outcomes – ie. “visits”, “time on site”, “page views”, “contacts”, “lower bounce rate” or whatever other “goals “ you set for this test.

    You can embed Google Analytics tracking code into the links in your email also. You should do this for the actual link to your website and the link to your email address, if you put that in your email also.
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