Forethought Estate Planning Landing Page & Email Design
Case Study
Increasing traffic and driving conversions through marketing campaigns and multi-purpose templates
Helping an estate and financial planning company better understand how to run a successful marketing campaign and enabling them to drive conversion rates, through landing page, thank you page and email templates.
How Do You Increase Traffic and Convert More Users?
Forethought is a company that promises stress-free estate planning by understanding their customers' problems and offering solutions tailored to their needs. They approached Luminate Digital looking for ways to enhance their marketing efforts and drive more conversions. They required methods and assets to help them engage more users and capture their data.
Email Campaigns and Landing Pages
The first step we took was to evaluate the company's circumstances to make sure that both parties understand the problems and therefore agree on the solutions to be implemented.
After examining their current practices and online presence, we were able to determine a couple of areas where there was room for improvement. Their website was in excellent shape, with consistent branding that consolidated their authority and copy that clearly described the services they offered. However, they needed to grow traffic and then capture the users' data in order to drive them further down the funnel.
We took them through the steps of a successful marketing campaign and suggested they increase their reach by implementing landing pages and running email campaigns. We delivered a set of a landing page, thank you page and email templates that were consistent with their current branding, but flexible enough to be used for different campaigns.
We produced three email templates, each with a different function. First, a general-purpose template, aimed at any sort of usual marketing communications. Second, a newsletter-type template, normally aimed at delivering users periodic blog post updates that they have subscribed to. The third one is highly focused on a single piece of content that deserves the reader's undivided attention. This last template is commonly used when launching a new content offer and it helps guide the users to a landing page where the company can find out more about them while delivering the promised file.
The landing page template offers a simple, yet effective layout for driving conversions. The top and middle sections feature ample copy space needed to describe the offer, as well as an image preview that clearly showcases the format - in this case, eBook. The form is placed above the fold, which allows communicating the main intent of the page to the user from the moment they visit, as well as bridging the gap between the top and middle sections. The bottom section takes advantage of the company's testimonials, which provide the social proof some visitors might require to submit their information.
The thank you pages that visitors are led to, after filling in a form on one of the landing pages, serve two purposes. First, they offer confirmation that the company has indeed received the user's data and will be sending their requested file to the email address provided. Secondly, they present an invitation to the user to follow the company on social media, thus further improving the client relationship.
Increased Engagement and Better Lead Nurturing
Our guidance regarding marketing campaigns proved to be vital for the company and the templates developed were the ideal tools needed to execute them.
Forethought Estate Planning managed to attract more users to their web page, nurture their leads more effectively, while also using data capture to better understand their needs, thus facilitating and increasing the overall number of sales.
