The lag between the two stats can be pinned down to this: The potential of a landing page, while not underestimated, is only rarely realized to the hilt. 

You need sophisticated platforms (such as HubSpot) and a user-focused strategy to clock a healthy conversion rate through your landing page. 

In this guide, you’ll learn how to create landing pages in HubSpot, along with best practices, examples, and more. 

We are certified HubSpot experts, and we have over the years designed thousands of landing pages for brands across both sides of the Atlantic. Let’s get started!

• HubSpot Landing Page vs. Website Page
• Creating A Landing Page in HubSpot: 6 Steps
• HubSpot Landing Page Best Practices

HubSpot Landing Page vs. Website Page

A HubSpot landing page is a dedicated page with a single call to action. It is customized for a specific campaign, offer, launch, etc. A HubSpot website page, on the other hand, can function as any standard, static page on your website.

In general, whereas the purpose of a website is to encourage exploration, that of a dedicated landing page is to convert a prospect. To that end, website pages and landing pages differ a lot in terms of content, structure, and longevity. 

Below are some examples to distinguish HubSpot landing pages and website pages.  

Creating A Landing Page in HubSpot: 6 Steps

Log in to Your HubSpot Account

• Log in to your HubSpot account, and hover the mouse over the hidden sidebar on the leftmost side of the page. 

• From the slide-out menu, select Content, then select Landing Pages.
  
  
  

Enter A Name for Your Landing Page

• On selecting Landing Pages, you’ll be taken to the following page. Click the Start from scratch button. 

• Enter a name to your landing page on the Create a page popup. Make sure that the name is distinct and easy to find. You’ll be building many landing pages later.
  
  

Choose A Template

When selecting a template, it’s important to ensure that it not only has an appealing design, but effectively captures the attention of your visitors based on your specific industry, and has the ability to convert leads. 

Hundreds of HubSpot landing page templates are available for use!

Now, depending on your HubSpot account level, you’ll have access to various kinds of pre-made templates. If you want to build from scratch, you can do that as well. 

Having given a suitable page name, you should be able to view the Choose a template page as shown below. 

Customize Your Template

Once you’ve selected a template, it’s time to customize it to fit your specific needs. 

With HubSpot, you can easily edit various elements of your landing page using custom email templates. This includes modifying subtitles, body text, titles, and more. You also have the flexibility to incorporate elements such as images and videos to enhance the overall look and appeal of your landing page.

To customize your landing page, simply click on the element you want to modify and make the necessary changes.

Add The Signup Form

To add a form section to your HubSpot landing page, go to the landing page editor and click on the Form section. Then, select the Add New Form option. 

You can customize the form by adjusting its layout, style, or adding additional fields. You can also connect the form to a capture tool like HubSpot’s CRM to automatically store the information submitted by your visitors. 

To add a CTA, click on the Add Element option in the left-hand menu and choose CTA. You can either choose an existing CTA or create a new one by clicking on the Create new CTA button.

Edit Settings, Check Preview, Hit Publish

• Select the Settings option to open the Settings popup.
  
• Enter page name, page title, page URL, featured image, meta description, etc. There are multiple options, including advanced settings, to optimize the page.
  
• Preview the landing page. Then, click Publish. 

While previewing the landing page in HubSpot, make sure that the landing page is easy to understand. Avoid overloading it with excessive text, images, or videos. 

Keep the content simple and straightforward, avoiding complex language. Let’s explore more HubSpot landing page best practices in detail.

HubSpot Landing Page Best Practices

1. Highlight The Pain Point

The primary headline is the foundation of your landing page. It is not decorative; it is designed to persuade the visitor immediately by highlighting the pain point. Let the headline show that you understand where your prospects hurt. 

The secondary headline expands on the pain point and offers a glance at the solution. 

Remember that 80% of your visitors will read the headline of your landing page.

Here are some expert tips to ace both the primary and secondary headlines in HubSpot:

• Emphasize the pain point by coloring, underlining, italicizing, or bolding the focus keyword. Distinguish it from the rest of the copy.
  
• Offer a peek into the solution in the secondary headline. Utilize the three-word formulation to describe the process of your solution.
  
  So, if you are a real-estate company, the secondary headline can be something like, “Compare agents, book a meeting, finalize deal!”
  
• Utilize second-person narration. Use the word “you” in your headlines. Keep the focus on the visitor.
  
• Display the potential losses the visitor may face if they choose not to purchase your product or service, rather than simply displaying the price. Utilize the secondary headline, where the solution is presented, to implement this strategy.
  
• Reinforce the problem statement and solution by using a good image. Here is an example of how you can visually reinforce your message. 

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You can also use images to showcase a before and after scenario. Take inspiration from Arc (formerly, Codementor) when you create a landing page on HubSpot.

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You can customize HubSpot landing page templates to implement the above tips. Below is an example of a perfect primary and secondary headline from Jive.

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You can see the three-step formulation in Jive’s landing page, though not in the headlines. Check out Miro’s secondary headline for the formulation.

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A very effective way is to tell the visitor their own problem straight up. This tactic anticipates and diffuses the viewer’s potential inhibition simultaneously. 

Check out how Spendflo does it. This is so enviably spot-on!

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2. Simplify Your Form

Here are some best practices to design a high-converting signup form on HubSpot: 

• Only ask for information you need. As per WPForms, for secondary conversions, you should not add more than three fields in the signup form, since at this point, the visitor may be interested but not invested in your brand.
  
• Reassure the visitor by featuring a testimonial alongside the signup form.
  
• Avoid placeholder text inside the form fields. Don’t waste the visitor’s time by making them delete any text before they can input their details.
  
• Implement minimal aesthetics on your signup landing page. Leverage white space to draw attention to the signup area.
  
• Make your CTA button big and well-padded. Whether on desktop or mobile, make it easy for the visitor to click through. 

Consider the following signup page by Workable. Minimum form fields, benefit-oriented copy, and testimonials. 

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Or take a cue from CopyUI when you create a landing page template in HubSpot.

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3. Take Time with The CTA 

The CTA is the most critical part of your landing page. You don’t want to rush it. So, here are some best practices to design a high-converting landing page CTA on HubSpot:

• Avoid vague copy. If you’re specific in the headlines, be specific in the CTA as well. Tell the visitor where they’ll be taken upon clicking the button.
  
• Use action verbs such as ‘Register,’ ‘Download,’ ‘Start your free trial today,’ ‘Save now,’ ‘Start converting,’ ‘Log in,’ and so on. Not hard to do, but very easy to ignore.
  
• Contextualize the CTA copy. Let it match the core intent of your landing page. For instance, a live webinar and its recorded version both may need the visitor to register. But the copy on either case should be different. In the latter case, it can be ‘Get the recording’ though the visitor has to follow the same steps to register.
  
• Include, if possible, a number in your CTA copy. People look for specificity when online. For instance, when giving an offer, you can use the CTA to announce as well as display the amount. Or if you’re promoting an eBook, you might mention its length in the CTA copy. Again, if it’s a discovery call, mention how long it is.
  
• Frame your CTA in the form of a question and answer. But make it short. ‘Tired of hairfall? Stop it now.’ You can look at it as an encapsulation of the primary and secondary headlines. This creates urgency, prompting the visitor to click.
  
• The language of your CTA copy should be such that it makes the visitor feel in control. Instead of feeling manipulated into clicking, they should feel that they are making the choice to take the desired action.

• Place the CTA button within the headline zone so that it’s immediately visible. The framework of problem, solution, and action should not take more than a glance.
  
  “Perform a blink test on your page, meaning a visitor should be able to gather the main message in less time than it takes them to blink, i.e., less than five seconds.” advises Christina Perricone, Content Marketing Leader at Watershed.
  
• If you don’t want to keep the CTA within the headline zone, at least place it above the fold. Don’t make the visitor scroll to locate the button. 

You can try HubSpot’s CTA generator to create the copy. Or, you can always customize your HubSpot landing page template to incorporate the best practices. Here’s a nice example of a specific, goal-focused call to action by Super, a real-estate company.

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Or catch how Upvoty does it on their landing page. Notice the specificity of the call.

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Twingate also slays it with their laser-focused CTA.

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4. Design for Mobile Experience

Did you know that 86% of the top landing pages are mobile-friendly? 

You can get everything right on your landing page, but unless it’s optimized for mobile, your work is not complete. Fortunately, you can create responsive landing pages on HubSpot, which takes care of most of the critical best practices, such as: 

• Using bullet points to convey your message in digestible chunks
  
• Above-the-fold calls to action, sticky headers, and mobile-optimized popups
  
• Single-column layouts, minimalistic signup forms
  
• Limited images and videos, faster loading times

Once again, here’s Super’s mobile-optimized version of the landing page we just saw. As you can see, the copy for a discovery call in the desktop version is assimilated into a button in the mobile version, freeing up space. In addition, the layout is single-column. 

5. A/B Test Your Landing Page

Your best guess is still a guess. Even after psychologically vetting your landing page tactics, things can go the other way than you thought. Hence the significance of A/B testing and why 60% of companies perform rigorous A/B testing on landing pages. 

You can run A/B tests on HubSpot’s landing page builder. This is the last step, but the most important one. Follow these expert-recommended A/B testing best practices:

• Set clear goals and expectations. You’ll be dealing with a lot of data, and without a solid understanding of why you’re conducting a test, you might get lost.
  
• Test only one variable and metric at a time. For instance, if you want to test the CTR of the CTA button, don’t touch the copy, image, or any other aspect of your landing page. (This is not limited to landing pages only, just in case.)
  
• Propose a hypothesis you want to prove or disprove at the end of the test. This is formulating or giving a shape to your hunch: ‘If we replace the ghost button with a solid one against the light background, we’ll see a higher click-through rate.’
  
• Keep a dedicated log of your A/B test results. Go back to it whenever you’re planning new A/B tests. The point? To develop an intuitive understanding of performance dynamics, resulting in better decision making related to scheduling, monitoring, and analyzing future tests.
  
• A/B testing is not a one-time thing. You should be testing often. But at the same time, don’t be tempted to test everything.
  

Additional HubSpot Landing Page Best Practices

Here are more HubSpot landing page tips and best practices for you. 

Fast-track Creating Landing Pages in HubSpot with Us! 

Looking to transform your design into a stunning custom landing page or build one from scratch? Look no further! Share your design files or brief with us, and get ready to see the best landing page design. Whether you need a sleek minimalist landing page or a personalized one, we’ve got you covered. Get in touch with our HubSpot pros! 
In the meantime, feel free to learn how to leverage HubSpot workflows for your lead-nurturing campaigns.

The post How to Create HubSpot Landing Pages: The Ultimate Guide appeared first on Email Uplers.

You pour in copious amounts of hard work, discipline, tenacity, and perseverance into developing or curating a new offering for your business. And so, you would naturally want your subscribers to be all agog to experience it, to be drowning various spaces on the internet with ceaseless chatter surrounding your brand. But, how do you manufacture this excitement? Well, there are quite a few ways to go about it, but one of the most surefire ways, which is also the scope of this article, is crafting an impeccable pre-launch landing page. 

As you can perhaps already surmise from the name, pre-launch landing pages are set up prior to the launch of a product or service with the intention of generating buzz around it, as well as capturing new leads and amplifying conversions. You know how a good trailer does wonders for an upcoming movie? That’s exactly what a solid pre-launch landing page does for an upcoming product!

Need help with creating one that hits all the right notes? We’ve got you covered. Today, we’ll talk at length about a host of pre-launch landing page best practices and share with you some stunning pre-launch landing page templates that will help you foster a dialogue with visitors, and help you drive greater engagement. Curious to find out what they are? Let’s dive in, then!

1. Focus on Communicating Your Value Proposition

When it comes to picking a solution that tackles their problem statement, customers have no dearth of choices. The only way you can convince them to gravitate toward your offerings is by effectively putting forth your value proposition.

No, that doesn’t mean filling up endless pages about the various features that your offering packs. Instead, you must tell them how the features are tailor-made to address their specific pain points. Make it about the audience, always. Give them as much clarity as possible regarding the scope of your product or service.

Remember, the more information they have about your offering, the more tempted they will be to put their money against it. Not to mention, that if your value proposition is able to capture your visitor’s imagination, they will take it upon themselves to spread the word of your to-be-released product in their circles.

For instance, take a look at this landing page for pre-product launch from Gourmend.

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2. Mindfully Design Your Signup Form

Pre-launch landing pages also double up as email capture landing pages. So, it is safe to say that a pre-launch landing page is incomplete without a signup form. Additionally, signup forms also help you identify user intent- if a particular visitor has filled out your pre-launch landing page, you know for sure that they are interested in your offering. As a result, you build an email list that is populated with organic and high-quality leads.

Now, coming to the all-important question: How to create an impactful signup form? 

Let’s take a look.

• Don’t overcomplicate it. With signup forms, function takes priority over form (pun, absolutely unintended) on any given day. The copy should be simple, the design, captivating yet not elaborate, and the length, brief. Try to keep as few entry fields as possible. Did you know as many as 85% of forms contain two fields or less? However, there are cases where businesses prefer keeping multiple fields and obtaining more information from visitors, with the end goal of delivering hyper-personalized experiences to them.
• Hook visitors with your headline. It has to be crisp, and at the same time be able to spur visitors quickly into action.
• Consider offering an incentive. Sending exclusive updates, allowing them to pre-book, offering a discount- it could take any shape, really.
• Set clear expectations. Being honest with your visitors is always a win. Be transparent with them regarding what all they can look forward to upon filling out the form.
• Lastly, make sure you only have one signup form. Unlike pre-launch landing pages, which focus mainly on generating leads and creating hype, other kinds of landing pages might have multiple objectives, and hence, it’s alright for them to have multiple signup forms.

This signup form on Freehand’s pre-launch landing page is a brilliant example.

3. Make Sure Your CTA (call-to-action) Stands Out

Your CTA needs to be catchy and compelling without fail. Should it be inconspicuous or not optimized for mobile (forcing users to squint hard in order to locate it), it will tremendously affect the visitor’s user experience, ultimately hampering your pre-launch landing page’s engagement rates. The best pre-launch landing page templates out there boast of incredibly appealing CTAs.

Listed below are some tips and tricks that will help you nail your CTAs:

• Don’t be vague. Your CTA should inform your visitors what will happen next once they click on it. Take a look at this pre-launch landing page by Rigby, for instance. The CTA here leaves no room for guesswork, does it?

• Prioritize clarity. While there’s no harm in aiming for witty, humorous, or dramatic, often brands tend to compromise coherence in the pursuit of these qualities. Above anything else, your CTA should tell your visitors what will happen next once they click on it; never lose sight of that. 

• Use power words. “Learn”, “Explore”, “Try”, “Find”- these are some examples. The benefit of using such a vocabulary is that it helps you stir an emotional response in your readers’ minds. That, eventually, bodes immensely well for your pre-launch landing page engagement numbers. Another thing that you can do to strike a personal connection with your visitors is to write your CTA in the first person. By directly addressing them, you obviously have a greater shot at grabbing their attention.
• Consider adding an element of interactivity to the CTA button. While this is not necessary by any means, it can go a long way toward enhancing the user experience. And it doesn’t have to be anything complicated, either. Something as simple as the color or the CTA phrase changing upon hovering over it works as well. 
• Make your CTA visually prominent. You do not want your visitors to be left searching for the CTA. Keep it front and center, like this pre-launch landing page template. 

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4. Leverage FOMO (fear of missing out)

This might be among the oldest marketing tricks in the book, but it continues to be as relevant as ever, and hence must be incorporated in your pre-launch marketing strategy. Use your pre-launch landing page to tell your visitors about what they risk missing out on should they overlook your soon-to-be-released product.

To effectively generate this sentiment, you must shun salesy language in favor of a more storytelling one. I’m sure this is something you resonate with as well. How many times have you found yourself disenchanted with a brand’s offerings just because they are trying too aggressively to sell? Even if the product in question is genuinely good, you don’t think twice before walking away from it. 

As we mentioned above, the value proposition is everything. If you want visitors to be invested in your upcoming offering, the email capture landing page must paint a vivid picture of how the said offering will improve their quality of life. At the same time, it must tell them what they stand to miss out on if they DON’T go after it. Execute the FOMO card successfully, and find yourself waking up to a serpentine queue in front of your store (physical or virtual) on the day of the product’s release. 

Here’s a cool FOMO-leveraging pre-launch landing page by Depology. 

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5. Make Your Page Shareable

At present, there are multiple platforms through which audiences get exposed to your business. So, if you truly want to create a stir in the market, you need to take steps to make certain that you are equally talked about across all these platforms.

How do you facilitate this for your pre-launch landing page? By making it shareable, of course. Add social sharing buttons, so that it becomes incredibly convenient for visitors to share your page on their social handles (see example below). Any agency offering landing page design services will ask you to make sure of the same. Offer a reward to those sharing, so that more and more visitors feel encouraged to do the same.

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Pre-Launch Landing Page Best Practices 

Now that we’ve seen a number of  pre-launch landing page examples, here are some best practices for you to consider:

• Communicate the value of your products/services in simple language. Be direct, concise, and solution-focused.
  
• Keep the pre-launch page uncluttered. Avoid fancy aesthetics if it distracts the viewer from the core message. Leverage white space.
  
• Test different versions of the pre-launch page. Choose your variables from the focus area of the page, which is: CTA button, headline, and banner image.
  
• Leverage digital marketing channels such as social media, email marketing, and SEO to generate awareness and drive quality traffic to the page.
  
• Consider choosing landing page builders with a rich library of customizable templates. After all, you want to make sure that the pre-launch page captures your brand identity. 

Wrapping It Up 

A pre-launch landing page, above all, ensures that the hard yards put in by several departments of your business in giving shape to a product or service get the due recognition. 

Hence, we recommend that you start planning your pre-launch landing page the minute your product enters development, rather than waiting to receive the finished output to put some thought into it. It can be quite tricky to master but is far from being an unassailable task. 

We hope the insights shared above have helped you understand what goes into developing a cracking pre-launch landing page. Have you come across any interesting pre-launch pages of late? Do let us know as well; we’d love to check them out!

The post Building A Stunning Pre-launch Landing Page: Know What Goes Into It! appeared first on Email Uplers.

Your email program, too, seems to be flourishing, but there’s no business success as such. What are you doing wrong? 

Now, the gap between email success and business success is something we’ve had to deal with for many of our clients. They’re perked up about opens and CTRs, but seem mystified by, and often disappointed with, either their customers or email marketing at large. 

Well, if you’re in the same boat, don’t jump off just yet. In this post, we’ll learn what constitutes business success in the context of email marketing. By and by, we’ll also share what we judge are high-converting e-commerce landing page templates and email templates. 

• Good Design vs. Consistent Design
• 5 Common Mistakes in Landing Page & Email Design
  • You’re Prioritizing Aesthetics over User Convenience
  • You’re Making The Subscriber Search The Product
  • You’re Not Designing Campaign-specific Landing Pages
  • You’re Not Paying Attention to Landing Page Rendering
  • You May Be Directing Customers to Dead-end Pages
• Tips to Ace Email Template Design for Ecommerce

Good Design vs. Consistent Design

It’s the design that’s chiefly responsible for whether or not your emails and landing pages generate revenue. 

Here’s why: unless you offer subscribers a smooth transition from email to landing page, you’re not going to see much use of either. And what determines a “smooth” transition? Design. Fundamentally. 

80% of our e-commerce clients, who know email marketing like the back of their hand, fail at just this one point: their focus is on good templates, and not on establishing consistency. 

Mind you, we’re not talking about brand consistency here, though that’s important too. We’re emphasizing design consistency between an email and its corresponding landing page. That’s the whole gamut of subscriber experience. 

So, the fewer the speed bumps in subscriber experience, the higher the chance of conversions. 

5 Common Mistakes in E-commerce Email Templates & Landing Page Templates

The idea that if you could only capture the essence of the best e-commerce email templates and replicate it, you can make it — is false and dangerous. Let’s lead with that. 

1. You’re Prioritizing Aesthetics over User Convenience

When you’re designing emails and landing pages, ask yourself the following questions:

• Who am I designing for? Myself or the customer?
  
• What’s the pillar design element, besides the brand logo, should the customer see immediately when they click through to a landing page?
  
• Is the color of the pillar element consistent between the email and the landing page?
  
• Is the product grid consistent between the email and the landing page?
  
• Does the landing page display the same navigation bar as the email? 

If you’re asking these questions, you’re on track. Otherwise, if all you’re concerned with is how to create “stunning templates,” you’re misleading yourself, the customer, and the business you’re working for. 

Below is an example of what design consistency looks like. White Stuff’s email and landing page are strikingly consistent by virtue of the same pillar design element, product grid, model images, and navigation bar. 

2. You’re Making The Subscriber Search The Product

If your products are prominent in your email, they should be equally prominent on the product page. If the customer has to look for it on the landing page, chances are they will abandon the search after a few seconds.

Now here’s where you get to see the difference between how different channels are perceived and engaged with by customers.

People will happily scroll through a promotional, product-dense email because that’s what they expect from an email: To explore, not buy (unless you’re sending out AMP-powered emails which, by the way, are yet to catch on among marketers and customers alike). 

The  moment they land on a web page, they want to buy. Either feature the product(s) prominently on the landing page or include the product names in your email so that subscribers can search for it in the site-wide search box. 

Take a cue from Sio Beauty below. The discount and code are prominently displayed on both the landing page and the email. The CTA button in both cases is black and unrounded. 

3. You’re Not Designing Campaign-specific Landing Pages

If you’ve launched a campaign and direct subscribers to a page that seems to have no bearing on that particular campaign, you’re again disrupting the subscriber experience. 

For example, if you’re running a holiday campaign but lack a holiday-specific landing page and instead direct visitors to your home page, it won’t align with the campaign.

Make no mistake, you might still clinch a few conversions alright, but in the long term, low subscriber lifetime value (SLV) will affect your business negatively. 

The following pre-Halloween email from Terrain establishes the connection between it and the corresponding landing page. 

4. You’re Not Paying Attention to Landing Page Rendering

If you want to create the best landing pages for lead generation, ensure that the pages look good and function properly across devices. 

In a scenario where your email is mobile-friendly but its associated landing page isn’t, you’re still setting up your customers for disappointment. It’s not an either/or case. Given that mobile opens account for the majority of views, neglecting the rendering of the landing page can be costly.

Here’s an example of a mobile-optimized email and landing page from Kurk. (Note the visual similarities between the two. The transition from one to the other is smooth.)

5. You May Be Directing Customers to Dead-end Pages

The usual tendency among most ecommerce brands is to remove one-off landing pages as soon as the event/sale/season is over. 

At first glance, it does seem to be a reasonable thing to do. That’s what ‘one-off’ means, right? The landing page had been designed for a particular campaign/sale event. Once the event is over, you pull it down. 

Well, not so fast. 

Subscribers who missed the date will still click through to your past emails out of curiosity. If they end up on a dead-end page, it will frustrate them.

The FOMO strategy hinges on customers’ aversion to missing out on cool stuff. It works because the immediate relief of realizing they haven’t actually missed out—since the product is still available—mitigates the initial fear. However, with an empty page, no such reassurance exists, and the customer may actually feel the loss more strongly. 

Read More:  Infographics-Best Landing Page Design Trends

So a better way is this: If you need to remove a one-off landing page, consider an alternative destination for subscribers to click through to. You can direct them to your regular product page where you display a message saying the sale is over. Or you can suggest other pages they could visit. 

This Boxing Day email from Bellelily is a year old, but the CTA redirects the subscriber to the product page, not a ‘404 Not Found’ dead end.  

Tips to Ace Email & Landing Page Design for E-commerce 

• The design, copy, and CTA – all should align seamlessly with the e-commerce marketing campaign. Above all, they need to be focused on driving sales.
  
• Your CTAs should be prominent and clickable. The buttons should be identical in color, shape, padding, and position. (If the first CTA in the email appears above the fold, the landing page should also feature the same CTA above the fold.)
  
• The page should be organized to allow subscribers to easily access information and make informed decisions. Additionally, the text and images should make the page compelling.
  
• A/B test both emails and their landing pages. Make sure to test CTA buttons, page layout, navigation, copy, checkout process, promotions, offers, scrolling, links, load time, etc.  

Customer-centric, Sales-focused Design 

You’re not designing for yourself; you’re not designing to finish another task for the day; you’re not designing even for the brand; you’re designing for the customer. 

As a result, you want to design emails and landing pages that are useful as well as beautiful. That’s always been our approach. Our designers understand business, not design only. 

We’re consistently delivering over 3000 email templates every month, along with dedicated landing page templates. Need help with both? Get in touch with our design team, and let’s get on a scrum call! 

The post E-commerce Landing Page & Email Templates: 5 Common Mistakes & How to Avoid Them appeared first on Email Uplers.

However, before you start pouring your time and resources into stunning, impactful email campaigns, there’s one basic requirement you need to take care of- collecting email addresses. This is where email capture landing pages come into the picture. Curating a landing page that can compel visitors to share their email addresses is a precise art and can take a fairly long time to master. But, fret not! We aim to fast-track the process for you; in today’s blog post, we share a handful of techniques that will help you design a high-converting email capture landing page with ease. Can’t wait to discover what we have in store? We don’t wish to keep you waiting either; let’s go!

Emphasize Your Value Proposition

Why must someone choose your brand over your competitors? Pondering long and hard over this question will help you obtain clarity regarding your unique selling proposition which you can then subsequently leverage in your email capture landing page, thereby increasing your conversion probability. Spare no measure in elucidating attributes of your product or service that make your business a notch above the rest; tell your visitors what they stand to gain by opting into your offerings (or stand to lose by not; if you want to play that game!). 

Essentially, the “why” is the foremost question your email capture landing page must answer to have a realistic shot at capturing the email addresses of your visitors. Once this aspect is taken care of, focus on stating, as clearly as possible, the next steps they would have to follow to hop onto your business’ bandwagon and, of course, avail of the value you promised them. 

Supergoop’s email capture landing page is an ideal illustration of the points we just discussed.

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Leverage Personalization to Grab their Attention

Different visitors land on your website through different channels, right? So, instead of flashing the same email capture message to them all, how would it be if you wrote a custom message for each channel? Rather impactful, you’d agree! In 2024, personalization is the name of the game. Gestures, big or small, don’t matter; so long they’re genuine and aimed at catering to the unique needs and interests of your visitors, they’ll definitely get noticed. Creating personalized landing pages for visitors from different traffic sources is sure to do your conversion rate a whole world of good. 

Keep the Form Simple

What do you need from a visitor to send them an email? Their name and email address, correct? Well then, ideally, these are the only two fields that should be present on your email collection landing page form. Of course, we do understand that this is the age of omnichannel marketing, and hence, can’t really fault you for requesting visitors’ social media handles and contact numbers as well in your form- the bottom line is don’t include anything in your form that can be deemed non-essential. Why? For, then, you stand to arouse the visitor’s suspicion; don’t forget that they are, after all, sharing personal information with you. Suspicions aside, expecting visitors to invest a considerable period of time in filling out a long form on your website isn’t practical in the first place. 

Therefore, if you want to have a realistic shot at collecting email addresses, keep your forms short and sweet. And no, don’t take our word for it. Create two versions of your form- one with few fields, and one with many- and run an A/B test to gauge the best-performing variant yourself. 

The form below on Ray-Ban’s landing page is the kind you should be looking to emulate. 

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Include a Lead Magnet

Remember how a little while earlier we talked about the importance of clearly mentioning the “why” in your email capture landing page? Well, this is sort of going to be an extension of that school of thought. You see, sometimes, your value proposition won’t be enough of a reason for visitors to choose you over your competitors; the modern-day customer is extremely spoiled for choice. And so, you need to do a little something extra to captivate their imagination. Say, something like, you guessed it- including a lead magnet! In exchange for visitors sharing their email address with you, offer them something valuable. 

Now, this could be anything: ebooks, case studies, whitepapers, product samples etc. Just ask yourself if it is a good enough incentive for visitors to drop their email addresses. Other than acting as incentives, lead magnets also double up as tangible expressions of gratitude from your end, which is why they are so effective and widely deployed by all kinds of businesses out there. 

Choose the Right Media to Showcase Your Product/Service

The underlying objective behind collecting email addresses is to sell your products or services to more and more people, right? Now, in order to do this effectively, you need to cast a good first impression in your email capture landing page; the kind of media you choose to advertise your product/service can go a long way toward determining this. 

You have many modes of representation at your disposal: static photos, video, GIFs, and animated illustrations, to name some. What’s important is that you pick the mode that aligns best with the nature of your product/service as well as your brand personality. 

See how Graza have gone about displaying their products in their email capture landing page.

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Remember, Social Proof is Your Best Friend

The best salesperson in your team is…actually no one from your sales department but a glowing testimonial from a customer. No matter how persuasive and suave your ads are, they won’t be able to persuade new visitors with the same vigour with which a review from a satisfied customer will. And that’s exactly why you should always look to include social proof in your email capture landing page. 

To drive home the authenticity of the testimonial/review you’re adding, make sure to add the customer’s name, image, and even their social media handle, if possible. Sometimes, businesses look to bait in visitors with the help of counterfeit testimonials, but such acts can be easily found out, and when they are, the reputation of the business goes for a toss. Apart from customer reviews, if you have any well-recognized publications vouching for your offerings, you can very well add that to your landing page, too. There are few better ways of establishing your business’ credibility in the minds of new visitors than social proof so leverage them as best you can!

Take a look at how deftly Magic Spoon have used social proof in their email capture landing page.

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Get Your CTA Right

Should your landing page not have a powerful CTA, its overall appeal can get dampened to a significant extent. A good CTA need not be witty or clever but rather successful in its attempt to invoke a sense of urgency in the visitor’s mind and eventually nudge them towards the action you desire them to. Most importantly, your CTA phrase should be able to give your visitors a clear idea of where they’ll be led to upon clicking on it. 

Heyday’s CTA game is on point in their email capture landing page.

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Wrapping It Up

We hope the insights and examples shared above have been able to give you a satisfactory idea of what goes into designing a winning email capture landing page. All that remains for you now is to put these learnings into action. What’s stopping you then? Off you go, on your merry way, collecting as many email addresses as you please!

The post Grow Your Subscribers Effortlessly: Learning to Curate the Perfect Email Capture Landing Page! appeared first on Email Uplers.

In its Winter 2022 release, Salesforce announced a Pardot functionality that would further go on to enhance the tool’s appeal manifold among its users- the Pardot landing page builder, an impressive improvement over its predecessor, the “Classic” builder. A soundly curated and visually appealing landing page is indispensable to all organizations, irrespective of whether they are an already established player or new to the arena. It helps them break into the radar of their target audience, enabling them to not only amplify conversations but also glean crucial insights regarding their visitors in the process. Thus, a dedicated tool that would help them to build stunning landing pages from scratch, like, you guessed it- the Pardot landing page builder, is downright priceless. 

Today, we will explore this tool’s different features and share a few best practices that would help you design impactful landing pages using it. Ready to find out? Dive in, then!

Unraveling the Pardot Landing Page Builder

Listed below are the various features of Pardot’s new landing page editor. Take a look!

Drag-and-Drop Functionality

One of the most attractive features of the new Pardot landing page builder is the presence of drag-and-drop components. True to their name, these are moveable, reusable blocks that one can make use of to build the landing page of their dreams from scratch. The high appeal of this particular functionality lies in the fact that it empowers everyone, even those unfamiliar with coding, to create landing pages exactly the way they envisioned it. 

All the components you need to design your landing page you can find assembled in a sidebar menu in the editor. Pick the ones you fancy from there, place them on the canvas, and customize them as you wish. Yes, it’s that easy! What’s more, once you have created a foundational framework or “template,” you can utilize it while developing anything in the future.

The Form Component

If you are familiar with the old form builder in Pardot, good on you! Because that’s exactly what you’ll have to use to design your forms over here as well. However, the new editor makes life easier for you by ensuring that your forms are rendered in the overall design and aesthetic mould of your landing page, thereby making it convenient for you to preserve the page’s visual consistency. Given the form is where the magic happens, what with it being the center of collection of vital visitor information, you can ill-afford for it to strike a sore spot on your landing page. All the mindfulness otherwise exercised in curating your landing page might end up being watered down if your signup form cuts a sorry figure. The Pardot landing page builder helps you steer clear of this narrative courtesy of this thoughtful feature. 

Achieving Responsivity

Striving for responsivity has become one of the foremost agendas of the majority of email marketers out there. And for good reason. At present, if you were to pick up any business’s contact list at random, you’d find the distribution of mobile and desktop users to be quite even. So, if you go ahead with designing your landing pages by keeping only one demographic in mind, your lead generation and conversion numbers will always fall short of your expectations. But fret not! Pardot’s new landing page builder takes care of this crucial aspect for you.

Earlier, one had to write additional code to ensure responsivity; this is not the case anymore. With this new editor, you can visualize how your landing page will appear across devices of different sizes and effect the necessary modifications accordingly. As a result, it becomes vastly easier for you to deliver rewarding user experiences.

Status Field

As the name suggests, this field updates the status of the landing page corresponding to the stage it is at during the development process. Normally, the status field will reflect the following 3 entries:

1. Draft: This is the default entry; you will see this as you work on the landing page.
2. Published: You see this entry when you make your landing page live. 
3. Published, changes pending: This appears when someone on your team has made adjustments to the landing page. These changes will reflect on your landing page only after you approve them. Until then, the existing version of the page will continue to be live.

Chatter

Creating a landing page is, most of the time, a collaborative affair. An impactful landing page results from the participation of several individuals across relevant departments (content, design, marketing, and sales, to name a few). Now, wouldn’t it be handy if all the discussions carried out between these parties could be all compiled in one place so that everyone concerned could always stay on the same page? Well, consider your wish granted. The Pardot landing page builder facilitates just this via the “Chatter” feature. Chatter lets you add comments, tag teammates, upload attachments, and do much more, essentially eliminating the need for an external collaboration tool. It empowers you to design your landing pages with an efficiency that you had never imagined possible!

In-built Templates

Struggling to find the time or resources to design your landing page from the ground up? Don’t worry; Pardot’s new landing page editor has got you covered. How, you ask? Why, through its impressive library of pre-built landing page templates, of course! So diverse is the range of designs across these templates that you are sure to find one that will fit right in with your requirements.

Pardot Features that Complement the Landing Page Builder

Now that we have wrapped our heads around the different capabilities of the Pardot landing page builder, let us take a look at some of this tool’s other functionalities that allow you to get the most out of the landing pages you create over here.

Engagement Studio

One of the greatest incentives for creating landing pages in Pardot is gaining access to its extremely sophisticated engagement studio. With it, you can easily establish a 1-on-1 relationship with every single prospect and nurture them corresponding to their interactions with your landing page. The Engagement Studio, thus, empowers you to craft hyper-personalized communications and have data-driven insights fuel your decision-making machinery.

Reporting 

Pardot lets you access all relevant metrics related to your landing page’s performance in one place, paving the way for efficient analysis. Subsequently, this also allows you to brainstorm and implement modifications to drive improved results.

Multivariate Testing

Your target audience has varying tastes and sensibilities. How do you, then, craft a landing page that appeals uniformly to them all? Discerning this via guesswork and speculation is an exercise in futility. The only way to arrive at an informed conclusion is to leverage Pardot’s multivariate testing functionality- create multiple versions of your landing page, with each reflecting a different combination of constituent elements and determining the top-performing one.

Third-Party App Integrations

Pardot landing pages support the integration of a large number of third-party app integrations. This, coupled with the already extensive set of features that you can avail of from Pardot, really puts you in a position to significantly boost the impact of your landing pages.

Tips to Keep in Mind While Creating Landing Pages

The pointers listed below will help you hit all the right notes with your landing pages. Take a look!

• Hook the reader with your headline. If the headline doesn’t pack a punch, the chance of a visitor engaging with your landing page reduces drastically.
• Curate your images mindfully. It must be relevant to the offer that your landing page is talking about.
• Pay attention to the placement of your lead form. As a best practice, most marketers prefer placing it above the fold, as doing so increases its visibility.
• Write a crisp and impactful CTA. Aiming for sounding clever and witty is alright, but ensure it doesn’t come at the expense of being lucid.
• Make sure your landing page is responsive. Desktop, mobile phone, tablet; your visitors could access your landing page from anywhere. Hence, your objective should be to deliver a consistent experience across all devices and environments.

Wrapping It Up

By leveraging Pardot’s comprehensive capabilities, designing a landing page that can boost your engagement and conversions becomes sufficiently comfortable. We hope the insights shared above have been able to give you a definitive idea about Pardot’s landing page builder, and how one can use it to build absolutely stunning landing pages!

The post Designing Pitch-perfect Landing Pages with Pardot- All You Need To Know! appeared first on Email Uplers.

This is where Mailchimp comes into the picture. With its powerful tools and endless possibilities, Mailchimp allows you to create landing pages that can captivate your audience and make them want to scroll more. 

Your audience awaits, and with these ideas in your arsenal, you are about to become the absolute favorite of the masses.

Let’s get started! 

What makes Mailchimp so special and the first choice of marketers? 

Before we dive into the landing page design ideas, there are a few reasons why Mailchimp is among the favorites when it comes to selecting the right platform to create landing pages. 

• Seamless integration with email marketing 

Mailchimp is a popular email marketing platform, and creating landing pages within Mailchimp allows for seamless integration with your email campaigns. Therefore, you can easily link your landing pages to your email lists, automation, and campaigns, which ensures a cohesive and targeted marketing strategy.

• Consistent branding  

Maintaining consistent branding across all marketing channels and touchpoints is crucial for brand recognition and building trust. Mailchimp’s landing page builder lets you customize the colors, fonts, and design to match your brand’s visual identity, ensuring a seamless experience for your website visitors.

• Extremely user-friendly interface 

Mailchimp provides a user-friendly drag-and-drop editor that enables you to create visually appealing and highly engaging landing page design templates without requiring extensive design skills or technical expertise. This feature empowers you to create effective landing pages in a jiffy without prior knowledge or coding skills. 

• Tracking and detailed analytics 

The platform offers built-in tracking and analytics tools to measure your landing page’s effectiveness and performance. Using the feature, you can track metrics like conversion rates, bounce rates, page views, and user behavior, which lets you gain insights into the effectiveness of your landing pages. 

Such data empowers you to make data-driven decisions, iterate on landing pages, and elevate your marketing efforts. 

• Lead generation optimization

The ultimate objective of landing pages is to capture leads and drive more conversions.  Mailchimp email Marketing tool offers a range of features to optimize your landing page to make it more efficient for lead generation.

You can use customizable forms, CTA buttons, and A/B testing capabilities. Leveraging such features while creating a landing page on Mailchimp will help you reap benefits like maximizing the effectiveness of your landing pages and improving conversions. 

• Easy data management 

Mailchimp is an all-in-one platform, and creating landing pages using Mailchimp allows you to streamline data management. The leads captured through your landing pages are integrated into your Mailchimp lists, enabling you to easily segment, personalize, and include email automation. 

• Cost-effectiveness

Last but not the least, Mailchimp offers various pricing plans, including a free plan with limited features, making it accessible to all. 

A few amazing Mailchimp landing page design ideas that you need to consider

Whether promoting a new product, organizing an event, or simply looking for ways to make your subscribers fall head over heels in love with your brand, get ready to unleash the best landing page ideas that will make you the superhero of conversions. To get your creative juices flowing, we’ve shared a few stunning Mailchimp landing page examples as well.

• Have a minimalistic and clean approach 

They don’t say – ‘Less is more’ for no reason. This philosophy is the mantra of every website designer. The minimalist design approach focuses on simplicity and clarity, making it an ideal choice for creating landing pages. 

A clean layout with ample white space, strategic placement, and crisp typography elements creates a look that oozes elegance and sophistication. Using Mailchimp’s drag-and-drop editor, you can add an impactful image, a CTA, and a concise copy that stands out. 

This particular Mailchimp template serves as an apt example of what we just discussed.

• Include interactive elements  

Engaging your website visitors through interactive elements can significantly enhance their experience on your landing page. Mailchimp allows you to successfully embed forms, surveys, quizzes, etc., into your landing page to facilitate the same. Use elements aligning with your marketing objectives in your custom Mailchimp templates and actively push your website visitors to participate. 

For instance, if you are an ecommerce brand, you can create a quiz that assists your users in picking up the product that best suits their requirements. 

• Include testimonials and social proof

Building trust is essential when it comes to converting visitors into customers.  Including testimonials, reviews, and social proof on your Mailchimp landing page can be a powerful strategy to incorporate. You can leverage Mailchimp’s testimonial blocks to showcase positive feedback from satisfied customers. 

In addition to this, you can also include logos of well-known brands you have worked with. You can even add the laurels that you have received to cast an indelible impression on your visitors. Ultimately, this will help you to instill trust and confidence in your visitors and increase their chances of taking the desired action. 

• Smart use of typography 

Typography is crucial to your landing page’s overall aesthetics and appeal. Mailchimp offers you a wide variety of font options to choose from. You can always experiment and juggle between the options to see what suits your brand best. 

Consider using a bold headline font that grabs attention and communicates your brand’s message. You can pair it with a complementary font for the body text to ensure readability. Additionally, you can work with font sizes, formatting, and spacing to create a visual hierarchy. 

• Include parallax scrolling 

You can add depth and interactivity to your landing page by including parallax scrolling effects. Leveraging this technique creates an illusion of depth as your visitors scroll down your page. You can leverage Mailchimp’s parallax scrolling feature to create sections with different speeds. 

This effect works best if you showcase your product features or narrate a captivating brand story. However, take care to ensure that the parallax scrolling doesn’t end up overshadowing the content of the page.

• Integrate social media buttons 

Calling attention to your social media accounts via your landing page is an excellent tactic to engage your visitors. However, you need to make sure that you integrate social media buttons strategically so that they do not overwhelm the content, all the while making certain that they are accessible to visitors. 

Here is how the brand Salt & Straw went about it. 

• Incorporate interactive forms 

Engage your visitors by including interactive forms on your landing page. Mailchimp’s form builder offers various customization options that allow you to create forms that align with your brand’s overall look and feel. 

You can consider implementing different form fields based on your user’s responses and creating a personalized experience. 

Here is an example of how the’ Gardenhause’ template allows you to add new sign-ups, discounts, and customer testimonials.

Over to you 

Your landing page is the gateway to captivating your audience’s attention. By incorporating these mind-blowing Mailchimp landing page design ideas, you have the power to leave a lasting impression that will truly wow your audience. 

Whether it is a vibrant and interactive design that sparks joy or a sleek design that depicts sophistication, you must stay true to your brand identity and let your creative juices flow simultaneously. 

Go on now; dream big, think bold, and watch your brand soar to new heights! 

The post Stunning Mailchimp landing page design ideas that will leave your audience floored! appeared first on Email Uplers.