Post-Conversion Landing Pages: Your Secret Weapon
Congratulations, your landing page has converted a lead. That’s awesome and you should be proud of the work you’ve done.
Before you pop the champagne cork, however, I’m afraid you have to hold on for a second.
Your lead is warm right now, in this short moment. Don’t let them slip away without a quick, “oh, one more thing!”
There’s no better time to push further engagement than the moments after a lead has first engaged.
This article will introduce the concept of a post-conversion landing page, and why it might just be the most important thing that most businesses are skipping.
Why A Post-Conversion Landing Page
As I mentioned above, right after your lead has first engaged is when they’re (arguably) most primed for further engagement. Think about it - they’ve just gotten something from you for very little. They’re happy. Satisfied. Pleased with themselves and your business.
Don’t waste this moment with a simple “Thanks for downloading! Seeya later” page. Instead, use it.
Here are a few suggestions on how:
- Further your relationship with your lead by communicating legitimacy and personality
- Earn more lead information with a further “ask”
- Promote a free, one-on-one demo that will answer any questions they have
- Promote your social Pages (this adds to your digital touch points, meaning email isn’t your only way to communicate)
What a Post-Conversion Landing Page Looks Like
The most important responsibility of the post-conversion landing page is to further your relationship with a lead. You want them to leave their exchange with your business feeling satisfied and personally influenced. The best way to do this is by featuring your business persona, individual persona, or business as a whole.
Here’s what I’m talking about:
This is only one option for a post-conversion landing page. I’ll discuss more in depth below the best practices for this page, but here’s what you’re seeing above:
- An emphatic and genuine “thank you” for submitting lead information, downloading an ebook, registering for a trial/demo, or making a sale
- A short paragraph, explaining what you’re now going to promote in personal and friendly terms. Something like: “Because you downloaded this ebook I thought it might be worth letting you know we’re actually hosting a live webinar on October 3rd on the subject of landing page optimization. Check out an introduction from landing page guru James Scherer!”
- A video featuring you, your CEO, or someone from your business talking briefly about this second “ask”. This increases relatability and the friendliness of your company
- The entry form (ideally pre-populated with information from your previous landing page). Test if you’re going to ask for more lead information here or not.
- A conclusion and signature, something like: “Either way I’d like to thank you again for downloading our ebook. I look forward to working from you. Don’t hesitate to get in contact with me at james@acmesaas if you have any questions or just want to chat!”
- A CTA button is still as necessary as was before your lead converted. I recommend using the same color scheme for this page as you did for the one before it (your pre-conversion page). Your lead is still within your lead-generating sales funnel at this moment so you’ll get higher conversions if you stick with the design, format and colors that worked.
Post-Conversion Landing Page Best Practices
Your post-conversion landing page should be optimized as much as your pre-conversion landing page. And here’s how I recommend you do it.
1. Use video:
Video is the clearest way to showcase your business as friendly and personal - the goal of this whole thing. Videos feature real people - people that your leads can relate to and are more comfortable communicating with. After watching a video of you or someone on your marketing team, an account manager or a customer service agent, your lead will be far more open to engaging with your business (and increase open-rates on your emails as well).
2. Use a letter:
A personalized letter (from the same person who would do a video) is a great way to introduce your business on a personal level. Write it exactly as you would a normal letter. Be casual and friendly, and communicate your appreciation for their initial download.
3. Show your personality:
Get creative with communicating your brand personality. Don’t be afraid to push the limit to be memorable (though don’t be afraid to test this either).
Choose the right “ask”
Live content takes your personal relationship with your leads to a new level. Webinars are a great form of content to promote in your post-conversion page primarily because they feature your marketing team personally. Like the video intro, they work to create a relationship and, again, aren’t asking leads for anything more - instead offering more value to their engagement with our business.
2. Free Demo:
Free demos are a great way to engage with your lead on a professional level (far more than the webinar). Feature a four-part benefit list that lets leads know what they stand to gain from your demo, and ensure they understand it’s free, no-obligation, and one-on-one (all of which keeps them comfortable and feels more like they’re getting something more from you than giving something more).
3. Promote another ebook:
The beauty of content lead generation is that it is also an awesome segmentation tool. For instance, you know that a lead who downloaded your guide to landing pages is interested in landing pages, and you can segment them accordingly for your email marketing campaign.
The beauty of promoting another ebook after they’ve downloaded a first is that you learn even more about your leads. For instance, a lead who downloaded your guide to landing pages and then promptly downloaded your guide to online marketing for small businesses is extremely likely to be a small business owner.
Segmentation increases conversion rates. This is simply fact. You can tailor your marketing emails to your leads based on content you are sure they’ll be interested in, instead of random email-blasts that have miserable open-rates and do nothing more than encourage an unsubscribe.
Don’t worry if your email marketing automation campaigns or customer-relationship-management system aren’t quite to this level of automation and segmentation. It can take a good marketing team months of time, energy, testing and thought to achieve. That said, segmentation on some level can be done by any small business, and most CRM tools support it extensively.
Bonus: Optimizing The Goodbye Page
Unfortunately, that unsubscribe I mentioned is an inevitability of your email marketing automation campaigns. Perhaps you haven’t segmented as well as you could. Perhaps you’ve been pushing too hard too fast. Perhaps your lead is just having a bad day and your email came at the wrong time for them. Whatever the reason, unsubscribes are a part of doing business.
However, the page that you put up after an unsubscribe doesn’t have to be the end of your relationship.
You want to ensure that (where possible) your lead doesn’t leave annoyed. Even if they’re unlikely to engage with your business again, the last thing you want is an unimpressed previous customer running around the web bad-mouthing your business on every review site they can find.
There are things you can do to help your chances:
Here are a few I recommend:
- “Sorry to see you go!”
- “To help us improve our service, Can let us know if you have any comments or concerns? We’d love to get your insight!”
- Get insight with “What caused your unsubscribe?” Offer three or four options like “content wasn’t useful to me”, “too many emails”, “I hate your face", etc)
- “Don’t want to subscribe to our email list but still like us? Why not connect on Facebook or Twitter?” with social media icons
- Use humor: “We already miss you!”, “Time to get out the tub of icecream…” or a video embed of Three Dog Night’s “One is the Loneliest Number” playing softly over a picture of a crying puppy
- “If you’re ever interested in re-subscribing, we’ll be here tossing discounts left and right!”
Hopefully that’s given you some ideas and inspiration for your own post-conversion landing pages.
Remember to experiment with promotion of different types of content. What does your new lead respond best to? Does it depend on what conversion they just completed?
- When Should I Use Landing Pages on My Website?
- Why Should I Use Landing Pages on My Website?
- Landing Pages: The Fundamentals and Conversion Principles
- Landing Pages: 5 Details that Make the Conversion Difference