Game Changing Marketing Technology

In keeping with the theme I seem to be stuck on, I thought I’d offer up a quick view of what I think is encompassed in the term landing page management.

If you are using landing pages, then you have landing page management. It’s up to you to decide how effective (or not) your current approach is and where you can improve it. I view effective landing page management as the ability to do the following landing page-related tasks without friction:

• Create
• Review/proof
• Launch/host
• Test
• Analyze
• Iterate
• Organize

I’ve been referring to ‘friction’ a lot lately. I don’t think I need to define it as it relates to landing pages. I think if you have friction you know it. It’s the steps you have to take to get a landing page built, the team members who have to be involved, the number of hoops you have to jump through to go from concept to launch. The opportunities to eliminate friction depend upon your organization. If you are in a heavily regulated industry such as financial services or health care, you aren’t going eradicate legal reviews & approvals. But maybe you can find another area to boost efficiency, like getting a test launched, or viewing real-time analysis. 

Take a look at the landing page tasks listed above and determine if you can make any of them easier than they are today. If you can, then you can boost your conversion rate. It’s just logical that landing page friction inhibits results. If you can easily launch a landing page, run a test on it and see the results, then you can get a lot more done and be a lot more effective when you do. And that will lead to better results. 

Scott has a great post on 3 landing page metrics for you to check out. And if you haven’t read 36 Landing Page Management Secrets, it’s definitely worth a peek.