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BroadVision Marketing Blog

Optimizing Traditional Landing Pages (1)

Posted by Jaco Grobbelaa on Mon, Jun 27, 2011 @ 02:22 AM

[caption id="" align="alignright" width="279" caption="Feedback loop"]Feedback loop[/caption]

You have a business or a service. What is the ultimate goal of your website? It’s not to get people to look at it and think you have created a cool landing page. You want to sell them your product or service. To make the sale you want to convert the lookers into customers. This is where the landing page makes a difference. Today your business depends on how well you create your online marketing program and the effectiveness of your landing page.  You want that page optimized.

You will, of course, have to look at your marketing plan, by what your business is capable of doing and by your complete marketing strategy. One way to look at your landing page in terms of your strategy is as if you were learning from the battlefield. With that in mind you can make adjustments as needed, creating a feedback loop that will enable you to do so. By optimizing your landing page, you are presenting your best “first impression” to potential customers and clients who click on your page and look at ads, email links, affiliate promotions and more.

In the context of the battle field analogy, you need to look at your overall mission by studying your landing page marketing on a pyramid of seven successive levels.

At the base of your pyramid are the typical landing page optimization considerations. The first is element optimization. Take an element of the page, like the headline for instance. You can test to find what works the best. This is the lowest level of your mission. While each element should be the best, this delivers the least overall value.

Next comes optimization of the page, the typical meaning of “landing page optimization”. Here you want to know that you have the right combination of the elements we spoke about above. Now you are looking not just at individual elements, you are looking at the best layout and design of the page. If you have done your research the page will now have a significant impact on the page’s performance, which will get you closer to that conversion.

These two steps are just the bottom of the pyramid. Another time we will build this concept higher.

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Topics: marketing, Marketing and Advertising, landing page, Conversion rate, Landing page optimization, Optimization (mathematics), Marketing Plan, internet marketing, Social Media, Marketing Principles, Business

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