Do Site Visitors Have Somewhere to Land?
How is your website capturing audience data? Sure, you have backend analytics—but this information is aggregated and provides no specific user insight. I’m talking about names, email addresses, and the like. Are you using landing pages to engage users while collecting information that enables follow-up? If you’re engaged in any type of eCRM campaign, it’s critical to give the patient, caregiver, or HCP a relevant place to land.
Here are three key components of a good landing page:
1. Express the Solution in the Headline: Every site visitor is seeking answers—and they make a decision on your value very quickly. Patients and caregivers, especially, are actively looking for relevant answers to their myriad health questions. So, make it clear from the outset (i.e., the headline) that you are focused on their needs, not just on marketing your brand.
2. Offer Details Below the Fold: This one is particularly critical for patient audiences. They’re not just going to hand over their information because you ask them to. Below all the eye-catching visuals, text and form, you need to earn their trust. This means providing in-depth information that provides them real value and telling them exactly what they’re going to get by signing on. Dynamic content that was co-created with the patient or caregiver audience.
3. Test & Optimize: You won’t get it right the first time. You just can’t. Continue to test the calls to action, headline, and supplementary data, refining until you get it right. Remember, however, that incremental changes are likely to bring about only incremental improvements.
If we don’t give serious weight to our audience’s first experience with our brand, we will be left with a bunch of anonymous site traffic, but no real engagement. If we fail to offer value, patients and caregivers will be reluctant to share their information and we will lose out on a chance to nurture a long-term relationship