Getting started with landing page management

If you think you might need a better framework for your landing pages, here’s a way to get started.

• Review your process
• Evaluate your current & future needs
• Set goals & objectives 

To get started, I recommend reviewing your current landing page management process. What are the steps—whether they be 3 steps or 30—to get a landing page launched and tested? What stakeholders are involved? If you map out your current landing page program you will probably see some areas you can streamline staring right back at you. What can you do to reduce the number of people involved? Decrease the number of steps from concept to launch? Where can you reduce ‘friction’? Look at your process with fresh eyes to find ways to improve.

Next, it’s important to evaluate your landing page needs for both today and tomorrow. How many landing pages are you running? How is that trending? Are your landing page needs increasing or decreasing? If you are like most companies, your landing page needs are increasing exponentially. Don’t fight it. The highest converting customers we have here at ion are almost always the ones who have hundreds or thousands of landing pages. Embrace it. And I mean that literally. Get your arms around your landing page universe because it’s important to know what the needs are today, how it’s trending, and where you need to go next. You already know that nothing about the web is static. Your landing page strategy will evolve right along with the rest of the web, and you might not be able to predict all the ways it will shift, but you can take a forward facing view to see what’s coming.

And finally, define your goals and objectives. I know, I know—Duh with a capital D. A landing page program should always have higher conversion quality and quantity as it’s primary objective. That’s gotta be the primary driver and it’s why we get out of bed in the morning to go make the landing pages, right? It’s to drive more leads and more transactions. Landing pages are the means to the end. But beyond increasing conversion quality and quantity, is there anything else you want to accomplish? Speed to market? Better visibility into results? If you don’t define your goals and objectives, you won’t know where you are going and you won’t get there.