Good landing pages are the core lifeblood of virtually any online marketing campaign. Without them, traffic simply doesn’t know where to go next. Where does the visitor to go to find your product? How can they purchase the item you just clicked on from an ad on the search engine? All of this is well and fine, but without the traffic coming to your landing page, your entire campaign is futile.
This is where a landing page is the link between your sales funnel (aka “business page”) and your lead generation (aka “feeder page”). Your page must work seamlessly with both of them in order for success. For example, suppose you’re doing an AdWords campaign and someone clicks on your lead generation “home page”. How should that page be designed? Or how should it function exactly?
The answer to those questions largely depends on you. What method of measuring you’re using is also a factor in determining the right solution. By measuring things like conversion rates (the percentage of people who’ve actually bought something from you) and click-throughs (the number of times someone has gone from reading your landing pages to making a buying decision), you get a sense of how well your landing pages work in tandem with your ads. You can test these numbers using tracking software like Google’s Campaign Intelligence. If you have the resources to do so, this is a great way to gain a fuller understanding of your audience and the effectiveness of your advertising.
Another common question among new marketers is how to split test products. Let’s say, for instance, that you have two different landing pages that both offer a freebie to anyone who signs up to receive emails from your opt-in page. Those pages are split tested and you find out that one of them has a higher conversion rate than the other. But now, you realize that the real problem lies in the fact that people only go to one of your sites. It makes sense to create a new landing page and split test that instead.
A third common question with regard to split testing products is whether or not you need to write landing pages in order to perform the testing. If you want to split test effectively, you do need to have a good understanding of how to structure your landing pages and the information on them. The pages need to be relevant to your product and it helps if they’re written by you or someone who understands what you’re trying to accomplish.
That’s where a good Google page builder comes in. You can turn any given Google page into a powerful Google AdWords variation very easily with the right page builder. These builders allow you to quickly create a very specific, targeted landing page and even test it in the Google conversion tracking tool. When you split test that page, you have a much better chance of increasing your conversions and that makes all the difference in the world when you’re just getting started online. Don’t worry about spending many hours doing it or creating dozens of different variations. Just buy a page builder and get started!