Five Ways to Capture E-mail Addresses of Landing Page Visitors

Most Internet marketers I know who use landing pages to make direct sales online focus on conversion: getting the maximum number of visitors to the landing page to place an order for the product being advertised.

Other Internet marketers, when writing landing page copy, focus not only on conversion, but also on search engine optimization: keyword selection and meta tag creation that can increase traffic by raising the site’s search engine rankings.


But in addition to conversions and unique visits, savvy Internet marketers are also concerned with a third performance metric: e-mail address capture.

If you have a two percent conversion rate, then for every 100 visitors to the landing page, only two buy—and of course, during these transactions, you capture the e-mail addresses of those buyers.

What happens to the other 98 visitors—those who do not buy? You will not be able to add their e-mail address to your list unless you incorporate a deliberate methodology into your landing page to capture it.

50 Lead Generation Tips

What should you know when planning a lead-generating direct mail program? Here are a few pointers to guide you in the right direction:

1. How many steps are there in the buying process for this product? Where in this process does my mailing fit?
2. What can I tell my prospect that will get him to take the next step in the buying process?
3. Can I reduce selling costs by creating a mailing designed to produce a direct sale (a mail order) instead of any inquiry?
4. How many leads do I want to generate? Do we want a large quantity of “soft” leads? Or are we better off getting a smaller number of more highly qualified leads?
5. What happens if the mailing produces too many leads? Too few?