The Landing Page: Harvard Business Review (HBR)

Someone asked me the other day about a best practice for landing pages when you are making an informational offer, one of the most popular of offers.  While I have written about landing page best practices for online offers, let me give another example of what is a best practice based on an offer made in email: two clicks, no email verification.

I clicked on the offer made by the Harvard Business Review in an email:



I was very interested and clicked to download and was asked to provide basic information as they are using this offer to create interest in and sell an upcoming conference as part of their executive leadership program. And its all right to ask for qualifying information as long as its basic and relevant.




I completed the form and with a second click downloaded the offer.

They took the opportunity to thank me.



That's it.  Simple, direct, and an overall positive experience.   Try it. Many responders get lost in the process and you loose them.

Ruth Ann Barrett, Digital Savvy, September 20, 2016, Portland, Oregon, 415-377-1835.