hen working on a digital campaign, one of the most often overlooked aspects is the landing page. (I say this from experience.) I will often go into a campaign kick-off meeting and everyone in the room is full of ideas of what they want to do: We’ll send out tweets! Email our mailing list! Run a Google Adwords campaign!
And then I’ll ask the room, “What do we want people to do when we get them to the landing page?”
Often, the response is mixed, but rarely is there consensus from the group as to what we want people to do.
The landing page should never be overlooked when working on a campaign. It’s the focal point you will be driving your audience to. After all, if the page is confusing to the visitor, they’re not likely to stay.
Always keep your visitor in mind – if you don’t know what you want your audience to do when they get there, how can you possibly optimize for conversions?
This infographic from Neil Patel and the team over at QuckSprout provides a great summary of the 3 steps you can take to optimize your landing pages:
- Identify the main elements on your landing page.
- Ensure that the page is search engine friendly and usable.
- Run A/B tests using both quantitative and qualitative feedback.