At Marketing Mojo, we are HUGE proponents of using dedicated landing pages for lead generation from paid media. We are also firm believers in the power of testing (everything). From the ad level to the landing page, all the way through post-conversion activities, testing and optimizing every conversion action ensures that no opportunity is ever missed.
Happily I can report that we’re not alone in these beliefs and other marketers are seeing the results! According to Marketing Sherpa, 48% of marketers build a new landing page for each marketing campaign. And businesses with over 40 landing pages got 12 times more leads than those with only 1 to 5 landing pages, according to HubSpot.
If you are not so lucky to work for an organization that is as conversion-focused, consider joining the 85% of marketers who plan on making conversion rate optimization a primary focus in 2014. But how do you get started? Begin your research with these 3 articles, depending on your level familiarity with landing pages and testing.
For anyone who is unfamiliar with landing pages entirely, this Hubspot post is a thorough introduction to landing pages. Learn what they are and why to use them in Why Landing Pages Are an Indispensable Part of Marketing.
You’ve learned what a landing page is and now you need to convince your boss to use them. Unbounce helps to show the value of landing page use and testing with [How To] Demonstrate the Value of Landing Pages Like a Boss.
This is an oldie, but goodie. Smashing magazine covers the A-Z of A/B testing. From what to test to how to test in The Ultimate Guide To A/B Testing.
For more tips for improving your landing pages, here are a few choice posts from the Marketing Mojo Blog:
Know of other excellent landing page design, objection-busting, or testing resources? Share them in the comments or with me on Twitter @JennyDeGraff. Now get started building and testing your landing pages!