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Ch 2

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Saumil Shah
Saumil Shah

The document discusses different types of landing pages: main site landing pages that are part of a main corporate website, microsite landing pages that are specifically designed for a single audience or purpose, and stand-alone landing pages for specific marketing campaigns. It also discusses determining which parts of a website are mission critical, examples of content that is typically not mission critical, identifying the intended audience of a landing page, desired conversion actions, and factors to consider when calculating the lifetime value of a conversion action.

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Chapter – 2 Understanding Your Landing Page
Landing Page Types • Main Site • Micro Site • Stand – Alone
Main Site • The Landing page might be part of your main corporate website. Such pages have the same navigation and page layouts as all of the other pages on your site • The specific landing page might be buried several layers deep within your site organization, or it might be your home page.
Microsite • The Landing Page of a microsite specifically designed for a single audience or purpose. A microsite usually has one main call to action, and all of the information on the site funnels the visitor back to this desired conversion action • Microsites can be branded as part of your main company or can have tgeir own stand – alone brand
Stand - Alone • Some web pages are designed for a particular marketing campaign. • Such pages usually have specific information related only to offer or action that you would like your visitors to take. • Usually there is clear, call-to-action
What Parts Of Your Site Are Mission Critical Would your business’s performance grind to a halt if the content in question was removed from your website? Answer to this question will help you determine what parts of your site are mission critical
Some Examples of Typical Site Content That is NOT usually Mission Critical • • • • Investor Relations Company Mission Statement Open Job Listings Management Biographies
Does the content create a meaningful transaction or deepen your relationship with the visitor?????
Who Is Your Landing Page Designed For? • • • • • • • • • Prospects Clients Current business partners Potential future business partners Competitors Members of press job seekers Current Employees Investors
Important classes of visitors are the ones who interact with the mission critical parts of your website.
What Is Desired Conversion Action • • • • • • • Advertising Click – through Education Downloads and Printouts Form-fill rate Purchase Multiple Actions
What Is Lifetime Value Of The Conversion Action??? LTV of a conversion action is the total financial benefit that your company will receive from your relationship with the visitor over the course of the current interaction and all future interactions. Factors that needs to be taken into account to properly understand LTV: • Length of relationship • Repeat Buyer Rate • Value Of Repeat sales • Referral Business • Changing Product • Economies Of Scale
Variable Cost Pecentage(VCP) & Conversion Improvement Percentage(CIP) Variable Cost Percentage (VCP) is the total of variable costs on an incremental sale as a percentage o revenue Conversion Improvement Percentage(CIP) is the percentage improvement of the measurement criteria of the new (Challenger) landing page versus the original landing page (Baseline)

More Related Content

Ch 2

  • 1. Chapter – 2 Understanding Your Landing Page
  • 2. Landing Page Types • Main Site • Micro Site • Stand – Alone
  • 3. Main Site • The Landing page might be part of your main corporate website. Such pages have the same navigation and page layouts as all of the other pages on your site • The specific landing page might be buried several layers deep within your site organization, or it might be your home page.
  • 4. Microsite • The Landing Page of a microsite specifically designed for a single audience or purpose. A microsite usually has one main call to action, and all of the information on the site funnels the visitor back to this desired conversion action • Microsites can be branded as part of your main company or can have tgeir own stand – alone brand
  • 5. Stand - Alone • Some web pages are designed for a particular marketing campaign. • Such pages usually have specific information related only to offer or action that you would like your visitors to take. • Usually there is clear, call-to-action
  • 6. What Parts Of Your Site Are Mission Critical Would your business’s performance grind to a halt if the content in question was removed from your website? Answer to this question will help you determine what parts of your site are mission critical
  • 7. Some Examples of Typical Site Content That is NOT usually Mission Critical • • • • Investor Relations Company Mission Statement Open Job Listings Management Biographies
  • 8. Does the content create a meaningful transaction or deepen your relationship with the visitor?????
  • 9. Who Is Your Landing Page Designed For? • • • • • • • • • Prospects Clients Current business partners Potential future business partners Competitors Members of press job seekers Current Employees Investors
  • 10. Important classes of visitors are the ones who interact with the mission critical parts of your website.
  • 11. What Is Desired Conversion Action • • • • • • • Advertising Click – through Education Downloads and Printouts Form-fill rate Purchase Multiple Actions
  • 12. What Is Lifetime Value Of The Conversion Action??? LTV of a conversion action is the total financial benefit that your company will receive from your relationship with the visitor over the course of the current interaction and all future interactions. Factors that needs to be taken into account to properly understand LTV: • Length of relationship • Repeat Buyer Rate • Value Of Repeat sales • Referral Business • Changing Product • Economies Of Scale
  • 13. Variable Cost Pecentage(VCP) & Conversion Improvement Percentage(CIP) Variable Cost Percentage (VCP) is the total of variable costs on an incremental sale as a percentage o revenue Conversion Improvement Percentage(CIP) is the percentage improvement of the measurement criteria of the new (Challenger) landing page versus the original landing page (Baseline)