Tuesday, November 17, 2009

High-Performance Landing Pages

As part of an overall lead nurturing strategy, there's been increasing talk about the use of what are commonly being referred to as high-performance landing pages (HPLPs). Marketing Profs will be presenting a webinar on HPLPs later this week. Companies like Ion Interactive offer software for HPLP development.

The idea behind HPLPs is simple -- better segmenting practices help you construct more targeted landing pages (LPs) with custom messaging and offers that more accurately speak to the interests and needs of targets in the decision chain. As marketeers continue to search for ways to boost conversions and make their content more relevant, I think the idea of customizing and super-charging your landing page optimization is well founded.

Some software apps (like the aforementioned Ion) can automate the process of building these pages -- helping to improve page layouts, dynamic page editing, adding/testing page elements such as Flash and flexible forms, bringing in logic/business rules to provide unique pathing based upon prior behaviors and advanced reporting capabilities.

Even if your budget won't permit the use of a landing page optimization software app, it's good practice to seek to manually create LPs that are specifically targeted to individual members of the decision chain (C-level, VP-level, Dir-level, Analyst-level) rather than one size fits all. Usually each of those targets has different responsibilities relative to the decision process, and thus would likely better respond to more relevant (and compelling) messaging and offers.

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