Landing Page Guideline #4: Building Relationships with Email Capture

ARTICLE SNIPPET - Capturing Your Visitor's Email Address on Your Landing Page Allows Opportunity for Follow Up, Significantly Increases your Conversion Rate and Gives You a Chance to Grow Your List

Most people arrive at a website and within less than 10 seconds can determine whether it's clean, professional and worth their time. Your landing page delivers the first impression. It's usually the most important page on your site. It needs to be a fast, effective messenger.

With a quick glance, visitors to your site should know exactly what your site is all about or what your business does. Determine what image and message you want the customer to "get" in those first few seconds, and design your landing page toward that objective. Anything that distracts from the central message or image you wish to project should be eliminated.

The Mequoda online marketing experts have developed 12 guidelines for optimizing landing pages that support getting the order. In this chapter of the Landing Page Handbook, we take a close look at Guideline #4: Building Relationships with Email Capture.

• Once you've captured your prospect's interest, it's important to keep your name, product, and/or service in front of them.
• Offering a free newsletter or a free report is a handy, non-invasive way to accomplish that.
• It is crucial to use effective pop-unders as a mechanism for capturing a prospect's email address if they've decided to abandon your site before buying.
• This way, you can serve your prospect a series of follow-up emails via autoresponder, attempting to convert them into buyers.
• And, you've added another valuable name to your email database.

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