If your mother was like mine, she probably rewarded you for good, consistent behavior.
And she might have had fits when you behaved like Jekyll and Hyde. So here’s a lesson in congruency for online marketers that most mothers would approve of. You’ve probably seen ad campaigns that direct you to a web site or landing page that looks nothing like the original ad. The result? You end up confused, wondering if you arrived at the right place.
Not the case with AT&T’s new Mothers’ Day campaign landing page. When we created this landing page for our client Research in Motion, we incorporated design elements from our original print ad concepts, ensuring visual consistency.
We also followed conventional landing page best-practice by:
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Keeping the content short and above the fold (as most people don’t scroll)
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Being single-minded and focused on one appealing message –
“Get 3 free applications with the purchase of a BlackBerry smartphone before May 10th” -
Persuading visitors to take action by emphasizing an oversized “Find a store near you” button. (Did you know studies show that increasing the size of your call to action button can significantly increase conversions?)
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Optimizing the experience for BlackBerry viewers by creating a mobile version of the site (an important factor, given our client!)
The result is a page that’s respectful of the visitors’ time and mindful of their expectations.
You can check out Quarry’s work at www.springintoapps.com until May 10th… and get a great Mother’s Day gift idea in the process!
