To conclude the Creating Effective Landing Pages blog series, we’ll wrap up with a commonly asked question, “how many landing pages should I have?”
That’s near impossible to answer because it’s an ever-evolving number. To take a stab at it: if you’re a global brand running lots of ads, I’m guessing it should be up there in the hundreds or even thousands. Seriously.
You should have at least one landing page per ad campaign you’re running. On top of that you’ll need “challenger” pages that you test against your “champion” pages.
A champion page is your current landing page, and the challenger is a second (third or fourth) page that you test against the champion. The winner is the higher converting page. In many cases your challenger will beat the current champion and become the new champion. When this happens, testing isn’t over; you simply start again by either testing elements within the new champion (multivariate testing) or by creating a new challenger to test against it (A/B testing).
Because testing is a never-ending process and because your ad campaigns are ever-changing, the number of landing pages you need will vary all the time. This is why landing page software is so important – landing pages are disposal — your champion today may be outdone by a new challenger tomorrow. Marketers must have a tool that helps create, launch and test landing pages on the fly without a ton of investment in time or money. With landing page software you can create as many landing pages as you need without spending a boatload of time on the creation process. You just don’t want to get caught up in the design or coding of a landing page, when the important stuff doesn’t happen until after the page is launched. At the same time, you don’t want to launch a half-baked (read: ugly) page that will likely be low converting. With landing page software you’ll work off of a branded and templated system that gets you going in minutes or hours, not days or weeks. The focus won’t be on getting the page launched, but rather catching conversions and analyzing why the non-converters walked away.
And that concludes the Creating Effective Landing Pages blog series. Looking forward to your feedback in the comments and on Twitter @ioninteractive.