Game Changing Marketing Technology

Last week we presented the Landing Page Management webinar to several hundred registrants, and at the top of the session we outlined a few indicators that reveal when it’s time for a landing page management solution. Here’s a quick snapshot:

• Rapidly growing # of landing pages—You, like the rest of us, probably started out with 1 landing page. Which quickly grew to 10. And now maybe you are tickling 100 (or 1,000). If the number of landing pages you are responsible for is growing, then it’s probably time. You need a way to centralize elements like brand, forms and flows, while you decentralize tactics such as content and production. If you are statically managing landing pages, or even pressing a website CMS into action for your landing pages, you will probably find it’s hard to keep your arms around all the pages you are running.
• Friction to launch or test a page—You know what I am talking about. It’s the marketing team, the agency, IT, your boss, your uncle, your boss’s uncle. If the people, resources, processes and calendar time to launch a landing page is causing you to up your daily does of Zantac, it is definitely time for a landing page management solution. I will go as far as to say that any friction in your landing page development process it is hindering your results. Get the process as friction-free as possible so you can go from concept to launch in a small window.
• Increasing need for sophistication—Your first foray into landing pages probably started with a headline, a sub-headline, some bullets, a hero shot and a call to action. Maybe it got the job done, maybe it didn’t. But as your landing page needs grow, often the sophistication of the pages does as well. If you are tickling keyword substitution, personalization or anything even slightly out-of-the-standard-landing-page-box you’ll probably find that the right tool helps you get things done better, faster and easier. It’s either that or get on your hands and knees and beg your best friend in IT to help prioritize your landing page project over the myriad other mission-critical stuff they have to deal with every day. 
• Can’t keep pace with demand—Right about now you are probably telling everyone in your office to take a number and get in line because your team is backed up and can’t get to their landing page for a while. If this is you, it’s definitely time for a landing page management tool. You will be able to produce, launch and test a lot more landing pages with fewer resources if you have the right solution in place.
• Global or disparate teams—If you gather up all the global landing pages your company is running do you have a hodgepodge? A mishmash? A nightmare? Chances are, you do. It’s hard enough to manage a single market’s worth of landing pages. Here’s where a landing page management tool can really come in handy. Teams can easily share what’s working (or what’s not), re-use assets and consolidate templates. Think “reduce, reuse, recycle” for your global landing pages!
• Lack of real-time, actionable results—You launch a landing page (or hopefully an A/B test with multiple landing pages), traffic starts flowing and you need your fingertip on the pulse of those pages. How many unique visitors are arriving and what are they doing? How are the pages performing? What’s converting? What isn’t? You need real-time data so you can respond and influence the outcome of your campaign. If you are looking at postmortem data on your landing pages you’ve undoubtedly left conversions on the table.

Landing page management will help you get more done with fewer resources. And most likely you’ll increase your conversions too.