FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 13 There are some guidelines that will help you design and create an effective landing page. We have compiled for you the three most important ones: 1. Eye-catching The attention of the user should be directed to whatever he was looking for. If he is looking for a music event and on your Landing Page you offer tickets for the next music festival in your fortress, do not distract him with information about nature walks. The less potential distraction is present on the landing page, the higher the conversion rate 3 will be. 2. Easy The structure of each landing page should be simple and clear. The user should know im- mediately what your offer is. Keep the page design simple and set the focus to the respec- tive content. The brand may sometimes even be pushed into the background. It is important that the customer will easily find what he was looking for. 3. Authentic Present yourself in a serious and trustworthy way. No one will give his personal data to a website that does not look trustworthy. For example, publish customer reviews and get in- dependent quality certificates (e.g. the FORTE CULTURA seal of approval for high class tour- ist offers in fortresses) in order to strengthen the trust of users. You should also include partners of your fortress that are recognizable for your audience. 3 Conversion Rate measures the percentage of users who fulfilled your marketing target (e.g. a newsletter subscrip- tion, purchase of a ticket, click on a particular link, etc.)