Landing Page Creation and Testing Consulting

Assistance with the setup, testing and interpretation of lead generation pages

In Brief:

  • A landing page is a “single minded” web page tied to marketing campaigns and detailed analytics.
  • Landing pages are usually split tested against one another to determine which perform best.
  • With PPC lead generation, landing pages generally have higher performance than sending traffic to a traditional website.

Landing page optimization can have a lift of over 500% while actually reducing your cost per click costs.

Landing Page Project Elements

  • Analyze Searcher Intent

    Before you can know what a landing page program should look like you should have a good understanding of the stages of the customer journey and what the call-to-action should be.

  • Identify the Offers

    What compelling offer do you have that we can portray on the landing page?  Determining this offer – including whether it’s sufficiently interesting to spark the conversion – must be done early to avoid waste.

  • Determine Landing Page Technology

    Determine how you will host and rotate your landing pages.  Will you use a purpose built landing page engine or design your own?  Is your content management system up to the task?

  • Landing Page Development

    With the offer and the intent in mind, construct pages according to best practices for long-form and short-form treatments, and set up proper hosting for them on your website or landing page content tool. These pages are usually not shown in the organic search results at all.

  • Introduce Landing Page Variations

    With best practices in mind, we will introduce variations to test as alternative treatments for your offer.  The content may be very similar from one to the other, but page layout, headlines and other key elements may be changed.

  • Conduct Landing Page Experiments

    Rotation of treatments with traffic to each and monitor the conversion performance of each.  Extract insights from the experiments.

  • Leverage Insights

    As patterns emerge and we learn what types of pages seem to work best for which offer, learnings might be folded into the non-PPC side of the site.  We may also do rematches with new variations to further increase performance.