Campaign page

A campaign page aims to serve a single purpose: To support the defined goal of your campaign.

What is a campaign page?

A campaign page removes the distractions of a product page and focuses on the specific message of your campaign or promotion. The amount and kinds of information on the page should depend on the understanding of your target audience. For example, a campaign about a new product might require more of an explanation than a campaign that happens every year.

To help make your campaign page successful, consider the following guidelines.

Each campaign page should have a primary conversion goal. Your larger campaign might seek to achieve many things, but your campaign page should aim to persuade your target audience to take a specific action. This action can be downloading a whitepaper, using a Canada Post service or tool, or raising awareness of a specific program.

Every element on the page should contribute to this goal. The fewer distractions you will have on the page, the better the chances that this will happen.

Including multiple goals of equal importance on the page dilutes their effectiveness and risks confusing your audience. Choose the goal that’s best served by this page and build around it.

79% of web users scan a page rather than read it. A page with a clear visual hierarchy makes it easier to digest and understand information. When someone needs to take time to think about what we’re trying to say, they’re less likely to take the desired action.

Regardless of the length of your page, it’s important to break up the content so that it’s easier to read (or scan). Typically, there are 4 basic parts to a campaign page:

• Headline
• Sub-header
• Must-know information
• Nice-to-have information

Organization and flow of content, meaningful headlines and clear calls-to-action can have a big impact on conversion rates.

See our page structure guidelines for more information on chunking content for easy reading.

Every piece of content on your campaign page should reflect the realistic experience of your target audience. This means speaking in their language and depicting imagery that’s natural to their situation.

The tone and language we use can speak volumes to our audience. Consider that this page might be their first interaction with us, so don’t assume they understand our vernacular. It’s understandable that we might want to be playful with our language, but this should never come at the expense of clarity. Remember, if they don’t understand it, they won’t feel confident enough to take action.

The photography we use should capture energetic, passionate and candid moments. We want to depict a range of people representing your target audience, who come from different ethnicities and age brackets. Avoid the contrived and unnatural scenarios often depicted in stock photography. Stock photos are available to a wide range of businesses and can be used on the websites of competitors, which can impact brand loyalty and trust.

Read more on voice and tone and our photography guidelines ahead of planning your next campaign.

Our Design Kit will help you find the campaign page template as well as outline our brand elements and digital components you can work with when designing a campaign page.