Measuring Landing Pages through Web Analytics
Recognizing Homepage Noise
So much of what exists on your website is noise. Just count the number of messages you currently have on your homepage.
Banners, imagery and competing offers distract customers from taking the desired conversion action. It's no wonder conversion metrics are so poor!
Putting generic messages in front of customers meant for everyone is inefficient. It's simply irresponsible marketing. Sort of like placing water into a leaking bucket; your message is quickly dispersed. When looking to influence customers action, Brian Eisenberg talks about employing the WIFM principle (what's in it for me), but most of our site experiences can be summed up as 'WSIEC' (why should I even care?).
Creating Effective Landing Pages
By funneling your customers, you create a more focused and inviting customer sales experience. Similar to breadcrumbs, landing pages are more than just stripped down versions of existing copy. Landing pages can be a highly effective way to lead customers down predetermined information pathways capable of qualifying customer intent and/or influencing conversion.
The Role of Web Analytics in Landing Pages
In web analytics, studying and modifying landing pages is often key in improving favorable customer scenarios, i.e downloading a white paper, requesting client contact or completing a purchase.
Conversion Defined
Remember that when customers meet their goals, ultimately your business does. Conversion only occurs when you profit from the actions of your customers.
Landing pages should routinely be tied into marketing campaigns, special offers, or newsletters.
Here are some components you should think about when creating an effective landing page.
So much of what exists on your website is noise. Just count the number of messages you currently have on your homepage.
Banners, imagery and competing offers distract customers from taking the desired conversion action. It's no wonder conversion metrics are so poor!
Putting generic messages in front of customers meant for everyone is inefficient. It's simply irresponsible marketing. Sort of like placing water into a leaking bucket; your message is quickly dispersed. When looking to influence customers action, Brian Eisenberg talks about employing the WIFM principle (what's in it for me), but most of our site experiences can be summed up as 'WSIEC' (why should I even care?).
Creating Effective Landing Pages
By funneling your customers, you create a more focused and inviting customer sales experience. Similar to breadcrumbs, landing pages are more than just stripped down versions of existing copy. Landing pages can be a highly effective way to lead customers down predetermined information pathways capable of qualifying customer intent and/or influencing conversion.
The Role of Web Analytics in Landing Pages
In web analytics, studying and modifying landing pages is often key in improving favorable customer scenarios, i.e downloading a white paper, requesting client contact or completing a purchase.
Conversion Defined
Remember that when customers meet their goals, ultimately your business does. Conversion only occurs when you profit from the actions of your customers.
Landing pages should routinely be tied into marketing campaigns, special offers, or newsletters.
Here are some components you should think about when creating an effective landing page.
- The Hero Shot (what the customer gets for taking part in the conversion process)
- Value Prop or Benefit Statement
- The Message (includes the qualifying statement, i.e the reason you are here)
- Offer
- The objection (believe it or not, not everyone wants to give you their credit card)
- Call to Action (make it stand out, make it painfully obvious, outline the next steps)
- Trust identifiers
Labels: optimization
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