A military tactical model can help you optimize your landing page. Your landing page itself is the very tactical initiative on the front line, but it needs to be directed by higher level strategies made up of useful intelligence and market learning from the battlefield. Since the point of your landing page is conversion and sales, you need to examine not just your landing page per se, but a pyramid of seven successive levels that will bring you the win.
The bottom two levels were made up of element and page optimizations. The third was connecting your landing page with one optimized path while the fourth had the entire segment optimized to include different paths for different clients. On the fifth level you were instructed to optimize your landing page with all the right pages and pathways to improve over all campaign functionality.
Moving up the pyramid we come to the two highest sections that will create a strategically optimized landing page. The sixth level places landing page optimization as a tool to maximize the efficiency of your overall landing page capabilities. Now you need to examine your landing page management and how it produces, organizes and optimizes your landing pages throughout all your different campaigns. Here you will need to work to increase your cycle speed and reduce your per-page and per-path overhead. The more streamlined your landing page management processes, the more optimization you can execute at the lower tactical levels.
At the top of the pyramid, you will be focusing on optimizing your big picture marketing strategy. Here landing page optimization is furthest from the gory details, but this is where you will make to very important contributions to the campaign. First you need to create an option to execute highly segmented strategies and second you need the ability to test your strategic assumptions through mirco-campaigns where you will learn to use what you learn to optimize your entire strategy. The difference here between the bottom of the pyramid is the difference between using a microscope or using a telescope or between being a private or a four-star general.
Looking at the big picture will lead to landing page optimization in your campaign and winning your clients.
- 3 Live Landing Page Optimization Lessons (hubspot.com)
- 10 Quick Fixes to Build Killer Landing Pages (hubspot.com)