Who owns building landing pages in your org? What platform/tool do they use to build?
@kkenyon86 I do, we use @WordPress beause it’s where our site was built.
@ChrisJEverett A mixture of Content Strategy, Creative & Analytics Folks work together on landing page design & implementation.
@bloomreachinc Sounds like all the right people. Once the plan is in place, who tactically builds it?
@ChrisJEverett We have in-house developers who handle landing page implementation.
@EricLanderSEO At @d50media our development & digital media teams own landing page development. They’re using FoundationPress iterations. In my consulting work, landing pages vary greatly – most frequently falling within the native or existing set of tools.
@jacquesbouchard We all own it, depending on the purpose. PPC landing pages go to one department, content-based are another. For clients, sometimes we build them, or they do. For our own site, we all have a say, but one dept. leads.
@Affil4you Creative and marketing work closely with some of our clients
@MattLacuesta The marketing team builds the LPs with the Kentico framework built by dev with copy from creative.
Are there any tactical or technical hurdles to building and launching landing pages?
@EricLanderSEO Yes. As a consultant, I most frequently run into issues with 3rd party plugins, GTM containers and teaching about exclusions. At @d50media we tend to already have most roadblocks out of the way before LP development begins.
@jacquesbouchard Working within the various CMS’s of our clients can be a big challenge. Sometimes it’s not even possible to negotiate it.
@bloomreachinc In those cases, do you just hand off creative to their teams to physically build.
@jacquesbouchard It’s more that we don’t have access to their CMS’s and their IT lacks bandwidth/training. Creative is no problem.
@officialryguy having the speed you need in client approval! Client buy-in is key to successful ANYTHING AND EVERYTHING!
What entry point is your biz focused on most when it comes to landing pages: Email organic, PPC, social?
@ChrisJEverett Primarily PPC, Email, & Social Campaigns but we also have worked on LPs for Direct Offline as well
@EricLanderSEO For the agency, we’re an even split of paid social / content marketing and traditional PPC. LOTS more happening in mobile now. Following @d50media’s mLab event w/ our AdWords team, we realized that page speed & code efficiency was key.
@kkenyon86 Although we have social aspects, we tend to focus more on organic or PPC for landing pages.
@jacquesbouchard It depends on the campaign. Very often, it’s PPC, but for some webinars, for example, E-mail or even LinkedIn is the focuys.
@MattLacuesta We create the most for PPC and Paid Social, gotta provide most relevant content based on Ad Copy.
@bravomedia1 Direct Entry Point from #PPC & #Social
@officialryguy I would say PPC and email marketing, but you’d have to ask @erikapdx!!
@khepritech Not much to say here.. We focus on helping them understand what pages are working and generating leads or sales. we push for never just having one.
What metrics do you use to determine success of a landing page? How does that change by channel?
@ChrisJEverett It depends on the mission of the campaign, but certainly whatever “conversion” is defined by.
@EricLanderSEO Awesome question. At a very high level – paid media LPs are geared for conversion; Organic LPs are geared for user engagement. For paid media pages, we look at bounce, conversion rate, on-page goals and events, etc. Need to PROVE interaction. For organic pages, we look more at time on page, repeat sessions, navigation paths, etc. Conversions, too.
@jacquesbouchard Time on page is tricky – an increase may mean they simply had a harder time finding what they wanted.
@bloomreachinc Interesting. Are the organic LPs more content and less product?
@EricLanderSEO Almost always, yes. I’d also consider top level ranking SEO pages in this bucket;
@jacquesbouchard You say something like “top-level ranking SEO pages” where I work, and it definitely wouldn’t go over well.
@khepritech Anything from leads,Email sign ups/ sales etc
@jacquesbouchard Depends on the campaign, but the simple answer is we define the “conversion”, and success is built and developed around that.
@officialryguy conversion rate…. maybe a little CTR and take a look at rank a little… I come to #SEOchat for the comments on this one!!
@kkenyon86 Because of the nature of our business (auto shipping) we go by number orders gained from the landing pages.
@bravomedia1 A/B Testing Landing Page for Performance – Use Google Analytics to see what’s working – what’s not!
On your landing pages what content is resonating most: videos, graphics, pictures, product (singular) or products (plural)?
@Affil4you Honestly the most enticing deals you can offer and a nice mix of customer education. Also depends if your buying traffic to the page or looking for organic rank.
@EricLanderSEO For paid search, big above the fold CTA’s and vivid imagery. For paid social, content sprinkled with mini infographic elements.
@bravomedia1 Great Offer Combined w/ Awesome Video, Give Away & Beautiful Graphic-that makes the user WANT to engage.
@MattLacuesta Depends on campaign, but video seems to have best engagement and conversion.
@kkenyon86 Again because of the nature of the business, content. Pictures help, but being able to give details & explanation is important.
@jacquesbouchard I mean, that’s all nice. But focus on the landing page being a strong piece of a larger digital strategy. Make it make sense.
@khepritech I think it really depends on the purpose of the landing page and how you are sourcing your traffic. you really have to keep in mind that some times you may not hit the goal you set but find other interesting data. I have seen landing pages that taking a high #Seo rank but never generate leads. But still get the company great exposure.
@officialryguy Custom imagery for sure. We work with a lot of designers, and the images are top hits. We are exploring more video.
Are you using subtitles to appease those who can’t or won’t have sound?
@bravomedia1 @neilpatel Great Blog on subject.
@MattLacuesta No subtitles, but a transcription on organic pages has been working well from and SEO perspective
@jacquesbouchard Is video niche specific? Example: if they’re likely to see the page on a train, is sound restrictive.
@bloomreachinc A recent survey showed a staggering number of people prefer to watch w sound off (from cubes, trains, etc?)
@officialryguy In @youtube videos, we have been adding cards with CTA to product pages and it seems to be working for us 🙂
@Affil4you I think your golden as long as you don’t have auto play. Also using video hosting services that are search friendly are great.
How are you personalizing landing pages? (Or are you even to that stage yet?)
@bravomedia1 Content Creation that Speaks Directly to Target Audience! ie., “CT Homeowners…”
Where do you normally place primary messaging: H1 or H2, text or image, etc?
@bravomedia1 Where EVER it Belongs!
@Affil4you I think a nice mix of both will serve you the best
@khepritech Once again are you going for #PPC traffic or just straight organic. Did you set them up coming in from social etc
How long do you normally keep landing pages live? When do you retire them?
@jacquesbouchard For PPC, as long as the campaign. For Organic, as long as the content is no longer stale.
@kkenyon86 Agreed – Landing pages aren’t a “set it and forget it” part of a campaign!
@bravomedia1 If they apply@ a later (seasonal) date, keep! if not 301 redirect 2 the next best page related 2 old pg