Creating effective landing pages is crucial for reaching specific consumer audiences and maximizing offer redemption. This guide outlines SheerID's best practices for building landing pages that clearly communicate offers, define eligibility, and drive action.
Build a landing page for each consumer audience, or group similar audiences together in one page
Here are some examples:
- Academic Program: Educators + Faculty + Students
- Military + First Responders
- Everyday Heroes: Healthcare + Educators + First Responders + Military
- Pro Program: Professionals + Employees + Healthcare + Educators + First Responders + Military
Use a clear headline
The headline should clearly state the contents of the page. Example: Thank you Veterans!
Add supporting copy
It's beneficial to include a sentence with the following details: discount amount or offer detail, messaging specific to the consumer audience, why you are making the offer.
Build creative
Images and illustrations help support the copy and keep people interested. Be sure they are relevant to your audiences and up-to-date.
Include your Eligibility Statement
Define who is and who is not eligible for your offer and how many times they can receive an offer (redemption limit). Examples: Active Duty military personnel only, or Doctors and Nurses only (SheerID recommends being inclusive to avoid customer friction). An example of a redemption limit could be a one-time use code, or one code every 30 days.
Use one or more CTA
The Call to Action (CTA) should be at the bottom of the form and clearly state the offer. In the case of multiple offers, there should be multiple CTA buttons that link to a pop-up form or separate landing page with a form. Examples include:
- Verify Now
- Sign Up Now
- Verify Status
- I'm an Educator
- Join Now
- Redeem Offer
Make sure your discount is discoverable, and implement SEO best practices
List "Military Discount" in your meta description and in your URL for highest rankings in Google or Bing search. Example: website.com/military-discounts.
Utilize your footer
Add your deal to your footer for easy access. Here's an example from J.Crew's website:
FAQs
Add a program FAQ to your main FAQ.
Recognize holidays or big promotions
If there is a large deal or big holiday happening, call out the special offer in a homepage banner to drive more traffic.
Optimize for mobile
Make your page mobile-friendly and be sure it can load on different devices.
Add a personal touch
Do you have career programs, internships, employee stories, a mission statement, products, non-profit partnerships, or other company initiatives that show your support of this audience? If so, include this information or link to it.