Business services mainly develop an effective email capture landing page for one reason: to try and encourage customers that respond to their digital and offline marketing campaigns to take action.
While it is true that landing pages can serve a variety of purposes, they have proven to be more effective when they are written and designed to achieve a specific objective.
In the same way, a majority of landing pages aim at getting users to enter their email addresses. Digital marketers, entrepreneurs, and B2B companies know the actual value of capturing emails.
Improve your lead generation by learning how to capture email with a landing page.
In the simplest terms, an email capture landing page is a page that is created with the primary purpose of urging the visitor to enter their email address. While it sounds very uncomplicated, the science behind creating the perfect email capture landing page is quite extensive.
From the appeal factor to the reliability quotient, digital marketers have the mammoth task of figuring out how to capture email with a landing page. The job involves subtly convincing visitors to reveal their email addresses for lead generation.
An email capture landing page can be thought of as a transaction. The process of initiating a landing page email capture involves showcasing a specific offer — something the visitor deems valuable – usually free of cost. Still, it could be paid in some cases.
This landing page email capture provides that valuable service in exchange for an email address. When visitors click-through to show their interest, lead-generation landing sites include a form or serve one to them promptly. That is the fundamental function of landing page email capture.
If you’re wondering why a landing page email capture is essential, you are not alone. Every digital marketer has had this question on their mind at some point or another.
According to the Hubspot blog, “35% of business professionals check email on a mobile device. 73% of millennials prefer communications from businesses to come via email. Marketers who used segmented campaigns noted as much as a 760% increase in revenue. 35% of marketers send their customers 3-5 emails per week.”
This means that an email is a right way to acquire more conversions on your products and digital marketing strategies. An email capture landing page can produce a series of very beneficial events that serve your marketing purposes.
Let’s take a look at a few benefits of a landing page email capture.
Firstly, as an entrepreneur or a B2B company, you constantly look for more leads. An email capture landing page converts at a higher rate than landing pages that require a purchase. By knowing how to capture email with a landing page, you guarantee statistically higher potential conversion rates on your products online.
Secondly, it is essential to note that your visitors are giving you indirect permission to use your marketing strategies with them by opting into your email list. A landing page email capture is your best bet to capture these valuable permissions in the long run.
Finally, you have the great liberty of designing specific landing pages according to your requirements. With this kind of freedom, you have the space to create segmented email lists. These email capture landing pages will, in turn, help you carry out data-driven, lead-nurture campaigns with increased personalization.
We will be discussing some of the best practices that are involved in creating a high-converting email capture landing page.
What is an email capture form? It is essentially any form that collects the most basic contact information, like a signup form, event registration form, or even a payment form, which can be considered an email capture form.
It is a common mistake to create very long email capture forms to capture more fields like first name, last name, job title etc. You must remember that contact forms must be short, lean, clean, and precise to provide a good landing page experience.
Note that these are simple guidelines and that every situation will be slightly different due to the requirements’ subjectivity.
In today’s world, it is essential to remember that consent is king. No customer likes being spammed with marketing emails from a company they once visited.
If you are designing a contact form for email capture to add email addresses to your mailing list, you must obtain approval. This is referred to as “opt-in” authorization.
For a simple opt-in, you have the liberty of adding a custom content field to your contact form. To give you an idea, you may phrase it something along the lines of “by pressing the ‘Submit’ button, you agree to receive email marketing from us.”
Trust is key to making people believe you won’t be spamming them after getting your email. According to an amalgamation of sources, we have narrowed down some of the most effective trust elements. Also, ensuring proper email authentication through SPF record checker can enhance trust and deliverability.
Some of the most important ones include Registrant count, Download count, Testimonials, Anti-spam statement, and Past content examples. You may choose to add Media mentions and Customer logos to increase the credibility of your email capture landing page.
Simple benefit statements in bullet points make it much easier to convince visitors on your email capture landing page to enter their email. Here is an example to prove the point:
There is a 5-second span to persuade a visitor to divulge their email
Rambling paragraphs make for smaller attention spans
Use very few bullet points
Make sure that you focus on the benefits
Give a subtle explanation to justify why a visitor should complete your lead gen form
The decision to use different kinds of media often comes down to the purpose of the page. Every type differs with its unique requirements.
For example, if you wish to show a webinar, putting up photos of the participants makes for a convincing argument. On the other hand, an online product demo will warrant liberal use to showcase a product effectively.
It all comes down to choosing the appropriate mode of representation for each kind of product!
The key to creating an efficient CTA that does its job is to describe exactly what will happen when you click on it.
Use persuasion in the landing page copy with urgency or benefit assertions to make it more actionable. Simple words such as “Get,” “Try,” “Now,” and “Today” can be effective to provide a better landing page UX
The key to establishing a sense of urgency in the mind of your website visitor is to create the perception of a pain point.
For example, if you are offering an ebook download, you can declare that it’s free for a limited time only. After a specific date, it will cost $17.49, for example. This will increase the number of downloads before the date you choose.
A Conversion-Centered Design (CCD) is an approach that uses consumer psychology elements like persuasion to convince a visitor to convert.
Landing page email capture sits at the heart of CCD. Colour contrast, directional cues, and encapsulation are the three main principles of CCD. As a result, you’ll have a more effective lead generation form that’s more likely to convert.
Knowing how to capture email with a landing page is the skill of the hour. To help you create the best email capture landing page for your requirements, we bring you examples of successful email capture landing pages.
It will prove to be immensely beneficial to start with a landing page design example that offers an attractive lead magnet. If you take a close look at Recreate and renew and their email capture landing page, you would note that they deliberately showcase their offer upfront on their page.
Note that this landing page has the Call To Action front and centre of the page. By doing so, Recreate and renew have demonstrated the ingenious use of consumer psychology: big and bold things capture the attention of a human faster than mundane and familiar features.
The subtle encouragement to drop reviews makes for a foolproof PR strategy. It shows that the brand is trustworthy and has been successfully used by other individuals around the globe.
If you’re interested, scroll through their excellent email capture landing page. You will see that it continues with examples of what the downloadable resource offers, and it closes with a free downloadable offer.
Gaggle mail’s landing page email capture is quite a multilayered project. They manage to achieve this goal by investing in a well-written, value-based headline and a simple tool that instantly demonstrates the value of its service. There’s a significant amount of things going on with this email capture landing page, but the company makes its selling proposition clear from the get-go.
The beauty of this email capture landing page lies within its highly user-friendly design. An explanatory video has been included to ensure that clarity of communication is maintained throughout the landing page email capture.
Next, the page provides a quick explanation of how it works, its features and asks for an email address.
As we saw with the previous email, the presence of reviews on this email capture landing page strengthens its trustworthiness factor. It is genius in its innate ability to create a sense of comfort with a completely new brand in the visitor’s mind.
This landing page email capture goes one step further and offers them a 14-day free trial, thus extending their reach to brand new visitors. This, coupled with the reviews, instantly do an excellent job at gaining any visitor’s trust.
There is no doubt that Gaggle mail knows how to capture email with a landing page.
With Membermeister, we bring you an expertly crafted email capture landing page. This brand knows how to capture email with a landing page. The page’s singular focus and Call To Action— “Get a Free Demo” — helps achieve this goal.
If you observe, you will note that they have added a nice touch by investing in a different content section about the organization’s expertise. This section also does the job of addressing how visitors can benefit from their services. We strongly suggest that you apply this tip to any content you promote with email capture landing pages.
Our most crucial section, the customer reviews, makes a strong appearance on their email capture landing page. The prominence of good reviews presents the company in an excellent light to other potential visitors in the long run.
One of the unique features of Membermeister is its FAQ Section. It addresses the most basic and the most frequently posed questions on their site. They create a sense of comfort for the visitors, thereby increasing the likelihood of receiving their email details for lead generation. For example, for restaurant email marketing, business owners can use geo-targeted landing pages to increase sales.
List building is a game of understanding your audiences and looking for opportunities to capture emails.
At Apexure, we choose some of these methods wisely, according to the tastes of your users. Finally, be sure to test the methods you decide to try. Customising our services to suit your needs will help you in building an excellent email capture landing page. Contact us today!
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Founder & CEO of Apexure, Waseem worked in London’s Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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