High Performance Landing Pages—webinar recap

Last week I presented a webinar with SES, now available as a recorded on-demand version—High Performance Landing Pages. 

As a quick recap, here are 4 characteristics of high performance landing pages: 

• Engaging. High performance landing pages break the mold, work outside the box, color outside the lines….you get the idea. Go beyond plain old landing pages—think ‘experiences’ rather than ‘pages’. A few ways to make your landing experiences engaging include using flash (for better content presentation and user experience), video (your users expect video and it can significantly boost conversion rates), social marketing (before or after the conversion, depending on your campaign objectives) and preconversion segmentation to capture and keep the attention of your respondents from click through conversion.
• Dynamic. Landing pages should be as context-specific as possible. You can use content substitution to dynamically display keywords or other personalized information based on who the user is, or what they’ve clicked on to arrive at your pages. If your marketing is regional, geo-location can dynamically route respondents to regional-specific or localized experiences. The options to experiment with dynamic landing pages are unlimited. 
• Disposable. To improve conversion rates, landing pages should be campaign and ad-specific. And continual testing is the best approach. To continually test your landing pages, you can’t invest too much in any one test. So control how much time or money you allocate for each landing experience test. And don’t get too attached either. With continual testing, when a landing experience underperforms you want to trash it and move on to the next test. If you’ve made a big investment you might hesitate, and hesitation can cost you conversions. 
• Agile. This final point reaches across the other three. Making your landing pages more engaging, dynamic and disposable shouldn’t strain your resources or bog you down. You need the right tools & processes to ensure you can reduce the resources, budget and time it takes to manage your ever-growing stable of high performance landing experiences. 

Good luck with your own high performance landing pages!