Email marketing is a powerful tool for driving customers to your website. But many businesses make the mistake of dropping customers onto outdated, irrelevant or ineffective webpages that don’t persuade visitors to take action. Landing pages are one of the most effective ways to convert leads into customers.

VerticalResponse recently launched its Landing Pages feature, which empowers retailers to create and publish targeted landing pages, and then track how well they’re performing. As we recently discussed with our associate product manager, Landing Pages generate more leads, which means more growth opportunities. Here are four smart ways to put Landing Pages to work for your retail business.

1. Promote a new product or service

One of the best reasons to create a standalone landing page is to launch a new product or service. A landing page gives you the space you need to highlight the new item, post attractive photos and provide all the information a customer needs to pull the trigger on a purchase. The most effective new product landing pages also encourage visitors to complete the purchase or get in touch with a sales rep.

Cookware brand Le Creuset created a landing page to advertise its new Cassadou pot. The company sent an email to its subscribers announcing the new product, with a call to action button that brings readers to this page. Once there, customers learn more about the product, choose a color and make a purchase, all on one easy-to-navigate page.

2. Create awareness, excitement and a guest list for events

Build a landing page to generate awareness about an event at your retail location. Product demos, cooking classes, book signings, concerts, holiday parties and more are each deserve a dedicated landing page. Post about the event on social media, send emails about it to your various contact lists and put it on your online calendar. Each of those items should then link to the event-specific landing page, where you can add relevant imagery and provide more information about time, place and other details. You can use your VerticalResponse landing page to collect emails and other contact info from customers planning to attend, or simply interested in attending.

Satellite radio provider SiriusXM recently created a landing page advertising a special reunion concert. When the event sold out, they kept they updated the landing page to direct visitors to other ticket options and allow them to update their account preferences.

3. Offer printable coupons to social media followers

Use your Facebook, Twitter, LinkedIn and other social media platforms to spread the word about a limited-time offer, and link to a landing page for more details. When your followers arrive at the landing page, they will find a printable coupon offering them a discount, a buy-one-get-one special or other promotion. The landing page also includes details about the offer the fine and product photos — elements that aren’t well-suited for social media or email marketing. Even better, you can try several different kinds of promotions to see what gets the most traction with your followers. What could be easier?

4. Make it easy for visitors to subscribe to your newsletter

Building an email list can be challenging at times. Use a landing page to simplify the process by making it easy — and irresistible — for visitors to offer their email address. VerticalResponse does this by offering a free eBook for its new subscribers. A retail business may find it beneficial to advertise a new subscriber discount on their newsletter landing page. After you collect the email address, use an automated email to send the reward to your new fan.

Landing pages are one of the savvy retail marketer’s most effective tools. Capture your customers’ interest by creating and publishing your own landing pages today.

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