In modern marketing, speed-to-execution and efficient use of resources are often what separate winning departments from spinning departments. These winning teams have a relentless focus on ideation -> creation -> testing -> learning -> optimizing.
No piece of infrastructure fast tracks this process quite like High-Performance Act-On Templates.
Getting your templates right allows you to:
- Launch campaigns faster
- Using fewer resources
- At higher degree of quality
- With more consistent results
Over hundreds of iterations, we’ve nailed down some best practices that we’d like to pass on to you.
In this article, we’ll share the best practice and then share examples from a recent built to bring each principle to life.
If you’d like to skip the reading and fast track your own templates, get in touch here.
High Conversion Act-On Landing Page Best Practices
1. Build Modular Content Blocks for a Variety of Use Cases
When you build out your templates, make sure to design content blocks to accommodate all your common use cases. This allows you to create templates once then quickly repurpose when it comes time to launch a new campaign. Among the use cases we consider critical:
- Gated content downloads
- Ungated content downloads
- Webinar registration
- Sign-up campaigns (if relevant to your business)
- On-demand webinars registration (featuring timestamps for quick navigation)
- General opt-in pages
The key here is to plan for all contingencies and then adapt. Since your template will feature modular blocks, you use only the sections you need for an individual promotion.
Ungated Example – Blue Colorway
This ungated example follows all the best practices we’ll cover here. CTAs up high. Modular blocks (which can be easily added or subtracted in the Act-On Composer) for a variety of use cases – content blocks for videos, content downloads, on-demand webinars with timestamp links, etc. – social proof in the form of logos and testimonials and more.
Blocks can be quickly duplicated or stripped away as needed fast-tracking any campaign.
2. Build Using Multiple Brand Colorways
Different promotions utilize different aesthetics. We always build at least two functionally identical, yet aesthetically different, versions of our landing page templates. This allows you to keep your promotions on brand, while varying your aesthetic for different audiences and use cases. As an example, when client’s are servicing multiple industries, we’ll often coordinate colors to be industry specific.
Gated Example – Black Colorway
Same as above but with forms added, this time in a complementary black colorway.
3. Include Calls to Action (CTAs) Above the Fold
Where conversions are a concern (and aren’t they always) make sure your CTAs fall “above the fold”, meaning, they are visible without scrolling. For longer landing pages (which sometimes outperform shorter versions depending on the use case BTW), make sure to sprinkle your CTAs throughout. You never want the next step to be hard to find.
Using the top content block from above, see how the call-to-action is prominently featured – no scrolling required to take an action.
4. Ensure Templates are Fully Responsive and Mobile Optimized
Like anything built on the web today, your landing pages should be mobile responsive. When building out individual blocks, take care to ensure that they stack naturally as many people will view your landing pages on mobile.
Example of Mobile Optimized Landing Page
High Conversion Act-On Email Best Practices
When it comes to email, you’ll want to do all of the above, but also take a few extra precautions and build a few additional formats.
1. Build a Plain Text Version & Forward Version
Plain text emails, and the Power Forward (as we lovingly call it), are two of the most underutilized yet powerful email formats. When used properly, they drive more conversions than their heavily designed counterparts. We won’t get into the full strategy of how and when to use these emails formats here – but we’ll show you a couple examples of templates for reference.
Plain Text Email Example
Notice how this example appears as though this is a personal email from a salesperson. This is how you do personal outreach at scale.
Power Forward Email Example
The Power Forward is, well, exactly what it sounds – a “Forward” of a previous email sent out from Act-On. We call it “The Power Forward” because it’s such a powerful tactic. In fact, this technique often drives 60-75% of our total webinar registrations.
Notice how we take care to populate the header of the “forwarded” email with relevant sender details. This makes it feel personal. A powerful way to use this format is to forward an HTML email, for example, a webinar invitation, from a salesperson with a personal note on top. Then it feels like personal outreach.
2. Litmus Test Everything
Litmus is a tool that allows you to see screenshots of all your emails across 70+ apps and devices to ensure compatibility in all environments. Often a template that looks great on your screen, or in the preview mode of the composer, will break down in other email clients or on other devices.
Make sure your templates are tested and vetted to avoid dumping dollars down the drain.
This final step will ensure your emails always render properly, and you get the largest ROI on your investment.
Want to fast-track your own High-Performance Act-On templates? Contact us here.