In the era of personalization, consumers demand more than websites. Landing pages offer customized experiences in context, increasing conversions in the process. Like all personalization tactics, though, poorly built landing pages do more harm than good.
Part of the problem for small business leaders, of course, is that they’re used to having control over most of the “branding” aspects of their companies — and landing pages are often beyond their reach when they need to rely on builders. When they’re wearing multiple hats — CEO, COO, CMO, CFO — they don’t often have the bandwidth to dive deep into these tools, meaning they have to locate platforms they trust.
That’s not as impossible as it seems.
The Role of Landing Pages in Marketing
Landing pages serve several important functions that websites alone cannot. For instance, landing pages allow entrepreneurs to create multi-step campaigns. An email might attract a customer’s attention, but if that email simply links to the company’s homepage, it won’t generate many sales. By designing landing pages that follow the context of earlier communications, leaders can create personalized journeys that make customers feel more valued.
These tools aren’t just sales-based or transactional, though. Landing pages also capture lead information, which companies can turn around and use to make future campaigns more effective. If email prospects are more likely to buy add-on products, but visitors from social media exhibit different behaviors, brands can use that information to assess the effectiveness of different ads and adjust their landing pages to maximize conversions.
Landing pages are invaluable tools when used correctly. Unfortunately, not all landing page builders are created equal, so many companies struggle to make even the simplest adjustments. Only by combining the right strategy with the right builder can brands get the most value from their pages.
What Makes a Landing Page Builder Great?
Ask these questions to determine whether a landing page builder provides the right functionality:
1. Is it easy to use?
Just as visitors don’t like pages overrun by ads and options, entrepreneurs don’t need tools that make things more complicated than they need to be. Evaluate landing page builders not just on what they’re able to do, but also on how easy they make life for the people doing the work.
That doesn’t mean leaders should prioritize tools with fewer options, of course. Good landing page builders know how to keep complexity behind the curtain until the user needs it.
ONTRAPORT’s new landing page builder, ONTRApages, executes this concept well. ONTRApages offers deep levels of personalization and control over analytics and design for people who want those things, but it doesn’t force options on users who prefer a more templated experience. The best builders let entrepreneurs decide what to control and what to let the system handle.
2. How much can it personalize the visitor experience?
Landing pages without personalization are just websites with longer URLs. Great landing page builders personalize the experience for visitors based on their relationship to the company, past transactions, traffic source, and other factors.
One of the most popular builders on the market, Unbounce, allows marketers to A/B test different personalization tactics in the same market to gather useful data. If visitors from social media prefer one landing page style over another, Unbounce makes that clear. Unbounce has a higher learning curve than other tools, but it makes up in power what it lacks in simplicity.
Good builders are more than builders — they’re also collection points for valuable data. The right choice should not only personalize the experience of the landing page, but collect and present data to help leaders personalize future user experiences as well.
3. Does it integrate with other tools?
No marketing tool exists in a vacuum. Entrepreneurs who rely on a suite of tools and tactics can’t afford to bring in a landing page builder that doesn’t know how to play nice with existing infrastructure.
Look for a builder that integrates with other platforms the company uses, such as HubSpot or Salesforce. By combining two effective tools, leaders can achieve results that are more than the sum of their parts and leverage successful campaigns into even more leads and sales.
Leadpages, another builder, offers several tiers of service. While the lower tiers lack integration functionality, the Advanced package includes integration with HubSpot, Salesforce, and Marketo. Entrepreneurs shouldn’t overlook the benefits of a landing page builder that plays well with other tools. (And if they’re having trouble finding integrations, an all-in-one tool may be the way to go.)
A great landing page builder that can answer these questions with confidence is an invaluable marketing resource for entrepreneurs. Unfortunately, with so much clutter surrounding the best options, small business owners have to be careful about which tools they trust. Use these questions to evaluate landing page builders, then go with the one that offers the best balance of power, simplicity, and analytics. It will not only give you more control, but also give you some time back — and that’s something every entrepreneur could use.
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