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Metzgers Tip Sheet: Building a Landing Page

Survey Landing Page (Click to Enlarge)Personalized landing pages, or microsites as they're often called, are a powerful tool in your marketing arsenal. They offer a customizable header and color scheme, as well as a flexible layout, so you can tailor them to your brand identity. And our live-response tracking system lets you export data as it comes in so you can update your CRM system in real time.

So how do you get started?

The first step is decide what purpose your landing page will serve. Personalized landing pages are ideal for accomplishing a variety of objectives, including:

  • Updating customer information
  • Qualifying leads on a prospect list
  • Generating a quality email list
  • Segmenting customers into needs-based contact lists

You can also use these microsites for sharing an exclusive downloadable offer or introducing new products or services to your current customers.

Then set your goals. Make them as specific and measurable as possible. How many people do you want to drive to the microsite? What number of responses will yield a positive ROI?

Once you have your purpose and goals outlined, clean up your data. Use your purpose and goals to guide you. Make sure necessary fields are full and complete, including name and mailing address.

If you're targeting a specific group of customers, such as those who haven't made a purchase for more than a year, filter your client database by those parameters and focus your clean-up efforts on that portion of your customer list.

The next step is to think about the trigger piece you're sending to your target list. Use similar visuals on the trigger piece and the landing page so your audience can make the connection between the two. A great design will help drive traffic to your landing page, as will a carefully considered "carrot."

The carrot is an offer or token that will entice your prospect to take action and visit the site. The reality is that most people won't respond to the call-to-action unless there's something in it for them Think carefully about the carrot you want to offer. Consider how much it will be worth to your customer or prospect, and how much each of your customers or prospects are worth to you.

Once your customers or prospects visit their personalized landing pages, the key is to get them to engage with the call-to-action on the page.

If your primary goal is to update your customer information or segment your list, ask a few questions. Include an engaging headline and brief explanation that introduces the visitor to the survey questions. Try to limit the survey to five questions or fewer. Keep questions relative to your information objective and your customers, and don't get too personal.

For exclusive offers, the conversion is simple. All your visitors have to do is click the download link. You can even kill two birds with one landing page by asking visitors to enter a few bits of information, such as their name and email address. After the information is submitted, the download link will appear or a trigger email will be sent with the promised offer.

Finally, thank your visitor for responding. We can even set up a thank you trigger email that includes a personal contact visitors can reach out to if they have any questions or need anything.

To learn more about the possibilities for a personalized landing page, contact us at (419)3861-8611.



207 Arco Drive

Toledo, OH 43607-2906

Phone: 419.861.8611

Fax: 419.861.3299

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