Best Practice: Landing Pages

The month of May was chock-full of landing page best practices, and we’ve received some great questions about getting started with thinking about landing page optimization (LPO). Here are four hand-picked starting points to help you frame your landing page optimization strategy:

Your Landing Pages ≠ Your Brand’s Website

One common misconception is that your landing pages must always mirror your website. When creating landing pages, you should always place yourself in the shoes of the viewer. Why are they clicking on your ad? What are their goals, and how can your landing page “take them to the next level” and help them achieve this goal? Rather than acting as a direct extension of your website, your landing page should cater to a product, need, or offer.  A good rule of thumb to live by is websites are meant for general browsing, while most landing pages are specific.

Landing Pages Must Be Campaign-Specific

A great way to ensure that your visitors always receive a targeted landing page experience is to sharpen your focus. Launching specific landing pages for each of your offers can contribute to a highly-targeted campaign that entices the visitors you want on your pages. The bounce rate will decrease, and conversions will increase because your landing pages won’t come as a surprise to your visitors.

Implement a Grading Scale

Set up a grading scale to help you to consistently grade or rate the quality of your visitors. Segmenting your visitors not only helps place them in ‘buckets’ (which you can then grade and prioritize), but also helps to deliver highly-targeted messaging and can even lend to higher conversion rates.

Always Be Testing

Successful landing pages weren’t born that way! They have gone through many rounds of testing and optimization. The “Golden Rule” of landing page testing is: Use A/B testing to find winners, and multivariate testing (MVT), to test specific page elements like images, widgets, and copy. Switch between innovation and iteration cycles in order to maximize your optimization efficiency.

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