Presented below is a beautifully designed infographic that breaks down all the elements of a landing page. This infographic is not necessarily a guide that is to be copied; rather it provides valuable insights into testable regions of a typical landing page.
Every Marketing Campaign Should Be Directed to a Dedicated Landing Page
There are some exceptions to this rule of thumb, but when you’re trying to establish a baseline of effectiveness for a specific campaign – there is no better way to measure than with a landing page.
A dedicated landing page allows you to test and refine your messaging for the specific channel you’re obtaining traffic from. A simple example could be: Our Twitter following is mostly male so our landing page for Twitter traffic will be tailored to a male demographic. Conversely, we could say our Facebook following is mostly female, and therefore our landing page for Facebook traffic will be tailored to a female demographic.
Obviously, we could send all the traffic for both to our home page, but the messaging would not cater to the channel visitors. Also there would most likely be too many CTAs, links, and other distractions that would poorly convert the channel traffic. By hyper-focusing your messaging and removing all distractions on a specific landing page, you generally will convert more of that specific channel’s traffic.
The Takeaway: Test and Iterate
The single most important takeaway from this infographic is every element should be considered “testable.” For instance, the “safety net CTA” could be considered a distraction from the main CTA. And that itself would be a hypothesis to test. Therefore, never take any rules of thumb as “marketing laws” – everything on a landing page should be scrutinized.
Finally, A big thanks to Kissmetrics for this graphic!
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Source: The Blueprint for a Perfectly Testable Landing Page Infographic