I'm reviewing the results from a recent Marketing Experiments on-line 'diagnostic clinic' of some submitted test websites. They talk about a formula that encompasses visitor 'friction', 'anxiety', propositions ... all well and good.
What really stands out is the potential upside of paying attention to where you have people land on your website. And what they see when they arrive - 'Landing pages'
So there's the diligent research into keywords, phrases, categories and segments (right?), then the up-front come-on of the PPC ads, tailored to those categories ..... then .... pphhhht (that's the sound of those deflated expectations).
People aren't stupid. They expect the promise (ad) to deliver - with content that is not only relevant, but engaging to *them*. Not configuring landing pages to dovetail with the finely tuned visitor categories ... well, that's just silly. And wasteful of marketing dollars.
So really, how do you implement a landing page strategy?
What if you are using a CMS? Problem?
Who can best create / publish / test / the pages so they can be weeded out, just like an Adwords ad?
Stay tuned. We have some on-the-ground experience to pass on...
