Football season is officially here, so I thought what better time to think through what your landing page optimization playbook should look like for the remainder of the year. Landing page testing can play a critical role in hitting that quarter- or year-end revenue goal. Here are four plays to make certain you include:
Play One: Target the Right Audience
We spend a lot of time talking about creating relevant experiences that resonate with your audience immediately. However, I don’t think we are marketers spend enough time talking about are we actually targeting the right audience. “Casting a wide net” with your marketing programs is still widely utilized. Instead, think about what the makeup of your target market is and create programs that focus on them, not everyone. It will make the “relevancy” conversation so much easier to manage.
Play Two: Drive the Right Conversations
You’ve targeted the audience, now it’s time to drive the right conversations. Testing is a really great tool for determining which content relates instantly versus content that falls flat. Add to your playbook content testing including headlines, forms, and copy.
Play Three: Create Message Cohesion
There isn’t a more compelling landing experience than targeted conversations that deliver on what was promised. Ensure that even in your testing you are creating an experience that is cohesive and beneficial for your visitor.
Play Four: Compel the Visitor Forward
If you have addressed the people, the timing and the messaging – all you need to do is compel them forward. That’s what makes landing page optimization unique, you are focused on an experience that converts. Don’t distract with multiple call-to-actions. Think about what action you want them to complete and direct them towards it.
If you want to know what else will make your landing page playbook R.E.A.D.Y., check out our whitepaper here.
Next week, I’ll discuss how to make the plays work by mapping the playing field and delivering the touchdowns.