Most articles on landing pages talk about tactics for individual pages, such as tips for page layout or best practices for content. Those are useful lessons, to be sure, but as organizations scale up the number of distinct landing pages and post-click marketing initiatives they’re running, they encounter a different set of challenges.

These are landing page management issues.

Although few people discuss these issues, I can say, after many years of consulting in this industry, that these are ultimately the hurdles that prevent most companies from achieving best-in-class post-click marketing. Or, turning that around, efficient post-click marketing management is an untapped, strategic opportunity for competitive advantage.

With that in mind, I put together a report on enterprise post-click marketing that focuses exclusively on structures and methods to efficiently grow landing page management. It discusses people, processes, scaling mechanisms, and risk management in a collection of 36 recommendations:

1. Build post-click recognition: bring all the stakeholders and participants together.
2. Officially assign responsibility for post-click marketing to someone.
3. Agree on post-click performance metrics and connect them to the online marketing ROI funnel.
4. A pilot program is a splendid way to introduce post-click concepts and processes.
5. Determine an overarching post-click marketing strategy that people can navigate by.
6. Establish a way to coordinate continuity between pre-click ads and post-click experiences.
7. Harness the very best creative talent you can — post-click is a creative channel.
8. Communicate regular post-click updates and feedback with the whole online marketing team.
9. Invest in education and plug into the global online marketing community.
10. Establish a central repository for all landing pages and their components.
11. Provide a standardized mechanism to “preview” and “proof” landing experiences.
12. Minimize IT dependency for daily landing page production and management.
13. Create a set of design templates for landing pages that adhere to your brand standards.
14. Maintain pre-approved content elements that can be reused across multiple landing pages.
15. Standardize data collection and form handling.
16. Don’t fragment your respondent data by turning your landing page environment into a data silo.
17. Interface consistently with enterprise-wide web analytics.
18. Favor A/B testing over multivariate testing (MVT) for the power of simplicity.
19. Handle special-case rules in a standardized manner.
20. Organize your post-click marketing initiatives into campaigns and portfolios.
21. Recycle and test good ideas from one landing page in other contexts.
22. Consider software-as-a-service (SaaS) for your landing page environment to grow smoothly.
23. Rig your landing pages to automatically expire when their content is outdated.
24. Have A/B tests automatically remove underperforming alternatives once statistical significance has been reached.
25. Take notes on your experiments, briefly documenting hypotheses and conclusions.
26. Promote the development of reusable/parameterized widgets and Flash objects.
27. Install post-click marketing dashboards to continually “scan the horizon”.
28. Grow the different stages of your online marketing funnel in proportion to each other.
29. Support international landing pages properly in your environment.
30. Leverage a portfolio strategy: more experiments = more opportunities to find gold.
31. Learn from your shared, centralized campaign history.
32. Use disproportionate traffic allocation for champion/challenger tests.
33. Mitigate unsuccessful tactical ideas by always representing the brand well.
34. Celebrate wins and share the credit — remember, post-click marketing doesn’t exist in a vacuum.
35. Review your ROI, even beyond the scope of your official post-click performance metrics.
36. Finally, don’t rest on your laurels — online marketing is a highly dynamic environment.

To learn more, read the full 14-page report on enterprise post-click marketing.