How to Use Landing Pages

Do you ever look at your landing page and wonder where the magic went? Open up your email lists and find them to be as empty as your downtown bar at a karaoke night? So, what did you do wrong?

Where landing pages are most useful is with A/B testing. This allows you to test one strategy or hypothesise against another. You can set your landing pages to display in an alternate manner so that you can get verifiable results which will prove which of the strategies is most successful. You may think that one approach will be vastly more successful than another but you will never really know until you test it with your market.

As your business progresses and grows you will inevitable develop new products or services in order to attract new customers or to provide additional functionality to your existing customers. You will also devise novel ways to target new customers using new sales copy or logos. Before you make a large investment in development it is best to test out your target market with a landing page to see how many customers you get to convert.

Your marketing department will continuously create new copy to entice customers to make a purchase. Before you roll out the copy on your website or on expensive old media advertising you can market test it with landing pages. This will help you to refine your message and avoid committing resources to a project that is doomed to failure.

Another area where landing pages are indispensable is testing calls to action. You may think that a Buy Now button will convert the most traffic, but perhaps a Free Trial will have vastly more success. Perhaps a form that collects names and email addresses will ultimately lead to more sales. The only way to know for sure is by testing with landing pages.