Strategies for Creating Landing Pages That Extend

When designing and building a landing page, we typically have a specific purpose in mind. For example, let’s say that we have a goal of registering 100 people for an Open House event. We may promote it through direct mail, emails, and a banner ad. All of those medias will point to a landing page.

When people hit it, we certainly want them to be able to easily figure out how they can register for the event. We may take steps to ensure that there are not too many distractions on the response form.  We may limit how many fields we require, or how many questions we ask of people. These types of decisions can have a positive effect on the percentage of people that do respond to our offer.

However, once someone clicks the Submit button, we can take a slightly different approach. Many times, we may be tempted to simply put up a “Thank You” message and call it good. If so, there is a chance that we are losing out on an opportunity to capitalize on an interested audience.

If we only say “Thank you”, then we have created a dead end. We may have accomplished our specific goal, but we are pretty much guaranteeing that they are going to close the browser or go visit another website. However, by using that Thank You page as a way to further communicate and engage the responder, we may find greater success.

Here are a few possible ideas for how to “extend” a user’s experience with a landing page:

  • Put a link to your corporate website, and a compelling reason to visit it
  • Embed a YouTube video that is associated with your company
  • Link to your social media sites  (add the social badge, or simply promote one of them with a big logo and reason to click: “‘Like’ our Facebook page”)
  • Encourage people to share what they just did on their social media pages (i.e. “Tweet This: I just RSVP’d for ABC Company’s Open House on the 23rd”)
  • Invite them to subscribe to your newsletter
  • Are you selling something? Put a link to it.
  • Deliver a personalized experience — based on how they responded, display a custom message  (in the form of text, pictures, or video)

These are just a few possible ideas.

Sure, not everyone will click on the links that we provide on our Thank You pages. But we will never regret putting forth an effort to extend someone’s engagement with our brand.

(If you’ve had success with extending your landing pages, please feel free to leave a comment on this post.)

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