Landing Pages have always been an important aspect of marketing strategies – the place where you drive your traffic, gather new leads, and drive conversions from your customers and prospects. With the continued growth and emergence of more and more digital ways to interact with consumers, landing page optimization (LPO) is more critical than ever.
As the number of traffic sources grows, opportunities for lead generation and targeted conversions expand. What’s more important is the change in consumer expectations – you may be driving registrations for one event from email, text messages, blogs, websites, Facebook, Twitter, and more – but more and more people are demanding an orienting experience that makes sense based on their place of origin.
With more places to engage, marketing departments are focusing more resources than ever on LPO. In fact, the average number of individuals focused on the discipline has doubled over the last two years from 1.6 to 3.2 full or part-time resources.
As the industry pays more and more attention to LPO, here are a few ways you can be sure to rise above the competition:
1. Don’t forget the basics. The two most important parts of your landing page are the headline and the call to action. The top ways to optimize them are no secret – but they’re often overlooked or untested. Focus on headline copy, image content, body copy, and form layout.
2. Be dynamic! Don’t rely on static copy to optimize an experience for a wide breadth of users. MarketingSherpa notes that the following segmentation methods have had the greatest impact on landing page conversions: (1) Past Purchase History, (2) CRM data beyond purchase history, (3) Messaging in the referring ad or page.
3. When driving strategies for #1 and #2, pay special attention to the origin of your traffic to optimize the rate of conversion. If they’re coming from an email – use a similar template and graphics; if they’re coming from a text – use a page optimized for mobile devices; if they’re coming from Facebook – maybe you direct them straight to a targeted Facebook Fan Page tab.
In 2010, the ROI of landing page optimization was found to be ubiquitously positive across both B2B and B2C companies. 57% of all marketers found positive ROI compared to only 2% finding negative ROI (with the remainder not calculating or not being certain).
Check out key strategies and KPI’s for your specific industry – and see how your current performance matches up against industry benchmarks in MarketingSherpa’s latest 2011 LPO Benchmark Report.
Whether you’re driving eCommerce transactions, generating new leads, nurturing existing leads, or driving another targeted marketing strategy – landing page optimization is more critical than ever in creating conversions in this cross-channel world.
Visit ExactTarget.com/Sites to learn more about building landing pages with ExactTarget. Click here to save $100 on the new 2011 LPO Benchmark report and find out how to beat your competition with cutting-edge optimization techniques.
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