Transform your business

Building smarter landing pages for stronger leads

Track the source of leads to know which pages had the best conversion rate, advises Julie Mason

Deciding how many landing pages are appropriate for a product or service can be difficult. In some industries, having multiple pages can be extremely beneficial while other businesses might do better just to have one. To develop a successful strategy, a company must understand its relationship with the audience. If the visitor is likely to know a lot about the product, then there may be a need for only one page; however, if prospects are unaware of the product or if the prospects' relationship with the product is new, multiple landing pages with more information may be necessary to build that relationship and explain the product.

When targeting a diverse group of people, customising multiple landing pages may be the best option. By using multiple landing pages and also qualifying questions on those pages, marketers can gauge a prospect's specific interest and then direct them to the most appropriate landing page for their needs.

If you're conducting an online ad campaign in order to drive traffic to your landing pages, then it's important to determine how you'll measure success for all parts of the campaign. Depending on its goals, a company may measure success in a number of ways including: impressions, number of times an ad is rendered for viewing; click rates, percentage of impressions that resulted in clicks on an ad; progressions, how visitors move through the series of landing pages; and form-to-lead, the number of visitors who filled in information when they came to a request for information page.

Conversion information is important for understanding where the potential audience is, where to conduct follow-up campaigns, and what landing pages to use for future campaigns. It can also assist you in negotiating future costs based on the results. If you don't track the source of leads through the entire conversion process, when leads turn to conversions you won't know which pages had the best final conversion rate.

It is important to test landing pages before launching the entire project. These tests are small-scale trials to help gauge success.

The most important thing to remember when considering the use of one or many landing pages is the relationship with the audience. While developing one page is the least time-and resource-intensive course of action, it may not be the most beneficial if the audience has a diverse set of needs. It is also important to test a campaign to ensure that it resonates with the correct audience and always consider the tracking and evaluation process before you start the campaign. If done correctly, landing pages can provide a thorough and well-developed measure of your success.