In my previous post I talked about the first of the four variables that impact the most in our CTAs: the words.

Now it's the time for another important parameter you must take into account: the action or, what most of the times it's the same, the landing page.

As we have already discussed, the words of your CTA must transmit clearly what your recipients are going to find on the other side, after they click on it. So the first rule for landing pages is quite obvious: they must contain the type of content you promised in the claim of your CTA. So if you wrote "Customize your new computer" don't send users to a page that has only information and that will force them to search for the customization page. Many will not even try to do it, and if they do, they will be a little bit upset.

Unless there is no other choice or it is very pertinent, never link to a general page, such as your homepage or the root information of your product. Try to be more specific and link to a features page, a price list, etc... You can use several links in your e-mail to send prospective customers to different pages (that is, several CTA). This way they go straight to what interests them, and as plus, you get extra information too. For example, if a lot people go straight to your price information page you will know that price is a big concern for your target. Otherwise, if your features' page is the most demanded, probably they are more interested in what your product can offer.

The content of your page is very important too. Apart from giving enough information in the right place, try to anticipate the fears of your prospective customers, and give information about it. For example, if you're selling something that must be phisically delivered, include a link or a sentence that state clearly your shipping costs. If they must fill in a form with their credit card, notice that all data will be sent securely through SSL and that you will not lend or sell their personal data. Just try to walk in their shoes and don't let them wondering about anything, or they will not buy.

Summing up: your landing page must be specific and reflect exactly the expectations your CTA created before clicking it. The contents must be clear and will try to foresee the concerns your visitors might have.

In the next post I'll talk about the other two parameters of a good CTA: location an aspect.