Companies that are using landing pages to their maximum potential understand that creating and testing landing pages is an ongoing process. Creating one landing page for all of your various traffic streams almost completely defeats the purpose of creating a landing page at all. The power of landing pages is that they can be so specific to the click that got the visitor there.
It may seem like a daunting or expensive challenge to create a new landing page for each traffic segment, but with the right process the return on the investment will outweigh the time and resources spent. And just because each page must be different, doesn’t mean that pages can’t just be a slightly modified version each other. In fact, to effectively manage your time and resources, I would highly suggest having such a process in place.
This is particularly important for companies that invest a lot of resources in creating complex or advanced pages. Investing so much time and money into one page will often leave you feeling very attached to that page. You will be hesitant to drop that page if is doesn’t perform will because you will have poured so much into it.
So first, start small to test your concept and ensure it converts well. If it does, then re-use that page as much as you can! It would be a huge waste to not use your complex/advanced page(s) as much as possible. Create specific variations of a concept for multiple streams of traffic. This let’s you have the bet of both worlds—customized, relevant pages without reinventing the wheel for every source of traffic. In a tool like LiveBall you can copy a landing page, make a few tweaks and take it live instantly. It’s a lot of power and flexibility, and it’s easy to execute.
Reuse, renew, and recycle your optimized landing pages to get the most out of your efforts.