When it comes to pURL marketing, your landing page is critical to your success; in fact, it is often the driving force behind your pURL marketing ROI. Here are a few tips for improving the performance of your pURL landing pages:

Use a Consistent Message

When first getting started with pURL marketing, many small business owners believe they need to have one message in the direct mail piece and another message on the landing page. They think their visitors will “get bored” reading the same thing over and over. They want to maximize their advertising dollar by getting out as many messages as possible.

But this is exactly opposite of what you want to do. Presenting separate messages can be confusing. You want your prospect to arrive at your pURL web page and immediately say “Yes, this is exactly what I came here for.” By presenting the same message that you gave in your direct mail piece, your visitor will know he is in the right place.

Remove All Other Distractions

Most web marketers agree that removing all distractions from your landing page – i.e. take off the navigation bar, take off your logo linking to your home page, get rid of any other advertising, etc. – you can increase your conversion rate significantly. And if your pURL marketing campaign is designed to collect additional information on your prospects through the use of an online form, I’d say this is a great technique to use.

But I do want to caution, this is not a one-size-fits-all solution for increasing your pURL web page conversion rates. You’ve got to know your business, know your message, and, above all, know your market. For some audiences, the bare bones, no graphics, no branding web page technique might look like spam. If the branding in your direct mail piece is strong, your prospects might think they’ve landed at the wrong web page if there is no branding included. Extremely web-cautious visitors might think it’s a phishing scheme. Know your audience and know their expectations before you dive into this technique.

Test as Much as Possible

A great benefit of a pURL marketing campaign is the built-in testing possibilities and immediate feedback available. Since pURL marketing is based on templates, it’s extremely easy to segment your list and send half of your prospects to one template and half to another. And thanks to the tracking capabilities of pURLs, you’ll be able to see almost immediately which template is achieving a better response rate.

Take Advantage of Your Thank You Page

If you’ve removed all the distractions from your pURL landing page, your Thank You page is a great place to take advantage of some of that stripped-down content.

Your Thank You Page is the web page that visitors are taken to after they have responded to the call to action on your pURL landing page. This is an extremely under-developed piece of real estate for most small businesses. Instead of presenting a plain Jane message like “Thank you. We received your submission and will respond shortly” why not present another offer or a product for sale? Remember, customers who have recently responded to you are the ones most likely to respond again.

Or how about presenting a freebie bonus offer to really win the hearts of your prospects? You can explain a complimentary service that you offer, advertise an extended warranty, encourage your new customers to refer their friends, etc. The possibilities for your Thank You Page are almost endless, and since this page will typically receive a very high response rate, this is an opportunity that you definitely want to take advantage of.

Your landing page is a tremendously important aspect of your pURL marketing campaign. By following these easy tips, you can make your pURL landing pages more effective and improve your campaign response rates.

You Might Also Be Interested In:

• Best Practices for Your pURL Marketing Campaigns
• The pURL and Internet Marketing Success
• Creating a pURL Landing Page
• Best Practices for pURL Marketing Dynamic Content
• Are You Taking Full Advantage of Customer Data?