Futures Without Violence - Landing Pages
San Francisco-based Futures Without Violence (FWV) wasn’t having any difficulty using Google Grants to get users to their website -the issue was that most visitors to their site only stayed for a few minutes and didn’t return. They needed to form a long-term relationship with these visitors in order to create true value from their Google Grant.
The solution? Landing pages. We created a strategy to build custom landing pages that collected email addressed from FWV supporters. To implement the strategy we used resources that FWV already had available. We discovered through Google Analytics the top downloaded fact sheets and created landing pages that offered these fact sheets to supporters in exchange for their email address.
I was responsible for creating effective landing pages to carry out this strategy. In the three months that followed, 3,493 Google Grant clicks turned into FWV supporters by giving their email address in exchange for an informative fact sheet. In some cases, landing pages were converting at 12.59% of traffic.
The Results -
Before (1/1/12 - 7/31/12): 105,00 website visits. O emails captured. No measurable value.
After (8/1/12 - 12/31/12): 66,000 visitors. 4,886 emails collected. Currently adding 1,000+ emails per month and growing.
The solution? Landing pages. We created a strategy to build custom landing pages that collected email addressed from FWV supporters. To implement the strategy we used resources that FWV already had available. We discovered through Google Analytics the top downloaded fact sheets and created landing pages that offered these fact sheets to supporters in exchange for their email address.
I was responsible for creating effective landing pages to carry out this strategy. In the three months that followed, 3,493 Google Grant clicks turned into FWV supporters by giving their email address in exchange for an informative fact sheet. In some cases, landing pages were converting at 12.59% of traffic.
The Results -
Before (1/1/12 - 7/31/12): 105,00 website visits. O emails captured. No measurable value.
After (8/1/12 - 12/31/12): 66,000 visitors. 4,886 emails collected. Currently adding 1,000+ emails per month and growing.
