Most marketers don’t fully understand the importance of landing pages and microsites within a successful campaign. Directing people to a topic-specific sub page of your website is certainly better than just sending them to your homepage, but if you really want to hit it out of the park, invest in a dedicated, separate landing page or microsite.
Components of a great landing page or microsite
What makes one landing page or microsite more successful than another?
Landing page goals
Before you create your landing page or microsite, you must define your goals. Most landing pages share a few common ones:
Focus your audience: By definition, landing pages and microsites have a narrow goal. Focus your audience on that one goal and don’t distract them with everything else that might make your business awesome.
Educate your audience: Great landing pages educate their audience. In five seconds or less, the audience should know (a) yes, this is what I’m interested in and (b) this is what I can do. Copywriting and design are an extension of this education process.
Conversion optimization: With every campaign, your goal is probably to increase conversions, and your conversion depends on your campaign’s intent. Downloading a report PDF, filling out a contact form, or calling a dedicated phone number are all examples of unique conversions. Once you define your conversions, be sure to uniquely track them using your analytics code or third-party code.
Measure, refine and try again
Tracking everything is key to understanding what worked and what didn’t. Use your analytics program to its fullest and track all links, conversions and A/B tests. Consider some of the qualitative aspects of your campaign (e.g., brand awareness) before you define the campaign a failure or success.
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