Do You Really Need to Overhaul Your Landing Pages?
As summer rolls around, many clients resort to tweaking their landing pages. Tony Wright tells you how to determine whether or not this is really necessary.
As summer rolls around, many clients resort to tweaking their landing pages. Tony Wright tells you how to determine whether or not this is really necessary.
It seems like everyone is talking about landing pages again. Having been in this business for a while, I notice these cyclical trends. As the summer months roll around, we often see talk turning to landing pages. Why? Well, my guess is that historically in most industries the summer is a slow time for conversions.
When conversions slow down, we start to look for the reasons. Seasonality is usually the last thing on the list of likely causes for conversion slippage; so another aspect of the campaign has to take the blame. Hence, the landing page blame game.
I’m not saying it’s a bad idea to look at your landing pages constantly, testing and tweaking to get that perfect combination of interesting information and eye-popping graphics. I’m just saying that before you go all wild with your Web designer, it might be a good idea to take a look at the other aspects of your campaign before you go creating a new landing page with 12 Ajax wizards, a Flash intro, and a picture of a scantily clad model hocking your product.
Last year around this time, I failed to recognize the summer trend of clients flocking to landing-page optimization and dutifully applauded as several clients tweaked their landing pages, some with disastrous effects. This year, I’m taking a different approach. Below is my step-by-step checklist that will effectively tell you if you need a landing page overhaul.
Follow these guidelines, and I’m sure you’ll be able to navigate through the minefield of landing page implementation.