A new practical guide from the TUC Digital Lab.
Effective digital engagement is crucial for unions to recruit new members, support and retain members, or to get members to take steps towards activism. And well-designed, high-performing landing pages are an important tool for achieving these goals.
In each case, you need to convince a user to complete an online interaction – giving you the new data or the consent that you need to move them along in their journey with the union.
It can take a lot of comms or marketing costs to bring each new user to your site, ready to interact. If the page they land on only convinces 1 in 4 to interact, and you can increase that to 50%, you are effectively halving the cost of your marketing effort.
So any time invested into your landing pages is likely to be well spent in terms of increased impact for your digital engagement.
This new practical guide looks at best practices for creating effective union landing pages and suggests improvements to consider, based on proven design principles. It also offers a framework for running a project to evaluate your existing landing pages and start to redevelop them.