Developing a Strategy for Landing Page Optimization Special Report
MarketingSherpa Special Report:
Developing a Strategy for Landing Page Optimization
Build an LPO capability to measure and improve financial performance
 |
This special report includes:
|
Developing a Strategy for LPO
Landing Page Optimization (LPO) is a key solution to maximize the ROI of mission-critical online marketing efforts, including the corporate homepage or dedicated product pages. However, we find that even experienced practitioners struggle with understanding what LPO entails, and how to successfully develop and execute LPO strategies. In the 2011 Landing Page Optimization Benchmark Report, we interviewed more than 2,600 marketers and found that 82% aren’t even sure how to demonstrate the ROI of LPO.
Every company conducting business online spends thousands (and often tens of thousands) of dollars each year designing landing pages to attract new clients or sell goods and services. Failing to optimize these websites means organizations are missing the maximum revenue their landing pages could produce and potentially driving away prospects with confusing or cumbersome pages.
This special report examines how senior marketing executives overcome challenges to implementing LPO within their organizations. It explores the key components marketers must include in LPO strategy, how to design landing pages that target the right audience segments, and how to employ analytics to track LPO projects. The report also explains how to develop a culture of optimization and testing, to effectively determine the ROI of a successful LPO campaign.
Website Objectives Determine LPO Strategy
Designing a robust LPO campaign requires a clear determination of your website or landing page’s ultimate purpose. You cannot regulate return on your LPO investment without knowing what your page is designed to achieve. Do you want to increase your overall revenue or drive new leads? How will you measure success?
In this special report, you will learn how your business model informs your landing page strategy. For example, a B2B lead generation site, designed to generate email addresses, speaks to a different audience, and will require different functionality, than an e-commerce site funneling purchases through a three-step shopping cart. Similarly, the number of audience segments addressed by your landing page informs your LPO strategy. A single website aimed at engaging both new prospects, returning users and job seekers has very different design constraints than a deep-linked product profile page that provides design specs and a demo video.
Attention MarketingSherpa Members: This publication is FREE as a benefit of membership.
To view this document, please log in to your account at www.marketingsherpa.com and visit the
Members-Only Resources tab. Have additional questions? Feel free to contact Customer Service
toll-free at (877) 895-1717 and a representative will be happy to help.
