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The great debate: PURLs vs. landing pages and websites

Posted by Sheera Eby on April 23, 2013

When it comes to personalized URLs (PURLs), clients ask us some very pointed questions.

“Why do we need a PURL?”

“Can’t we just use a general landing page instead?”

“Why not just have people log in to our website?”

 

 

Here are the answers.

 

PURLs serve a unique purpose that landing pages and websites simply do not. That’s because PURLs provide impressive tracking abilities and very strong insights. You know exactly who engaged with the PURL, what captured their interest and whether or not they moved on with the engagement or transactional process.

 

In addition, PURLs provide a curiosity factor that can result in a healthy bump in response. When people receive an email or a direct mail package with their name embedded in the URL, it definitely captures their attention.

 

We’ve also found that PURLs are particularly helpful for facilitating renewals and other programs that require a repeat purchase. PURLs make it easier to take action because they provide specific account information that visitors need. Providing that essential information helps expedite a renewal or cross-selling process, drive purchases and increase conversion rate.

 

There are three essential criteria that help us evaluate whether PURLs should be considered for a program:

  1. Criterion:The PURL has to provide ease for the user.
    Key question: Can we eliminate hassle and simplify a process for the user?
    Key insight: PURLs are extremely useful for customers who require account information to complete a transaction. They make the process simple and seamless.
  2. Criterion: The PURL has to be relevant to the user.
    Key question: Can we provide the customer or prospect with meaningful, relevant and tailored content?
    Key insight: J&C doesn’t recommend using PURLs unless you can deliver on a personalized experience and have the user perceive there is something valuable in the process for them.
  3. Criterion: The PURL has to create user engagement.
    Key question: Are we asking the user to take action, engage, transact or interact with us?
    Key insight: By their very nature, PURLs are response-oriented and require engagement metrics. These metrics position the program for success and ensure that your investment will pay off.

 

At J&C, we have seen huge lifts from using PURLs. Also, in multiple communication preference studies, consumers have demonstrated a propensity for personalized communications.

 

That last finding is no surprise. With the abundance of information, consumers now expect that marketers can shape and make communications much more relevant to them.

 

If you’re still on the fence about PURLs, consider this: One of our most recent PURL campaigns generated a 90% click-through rate once we got the targets to the PURL. (Yes, we said 90%. That isn’t a typo!)

 

Topics: Digital Marketing

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