Brands embarking on a new landing page optimisation strategy must first understand the factors that affect their current landing pages’ performance. This chapter outlines the steps search marketers can take to work out how their landing pages are performing. It covers:
- Where to start: Sites with many landing pages serving many different users with many different needs may struggle to decide where they should first focus their optimisation efforts. Which pages should marketers prioritise?
- Identifying user expectations: To best serve the user reaching the landing page, it is key to understand where they are coming from and why they might be there. What steps can marketers take to ensure landing pages demonstrate an understanding of the visitors’ needs?
- Identifying the user: Knowing the type of user – new or returning, the device they are using – can offer some insight into their intent or state of mind. What factors should marketers consider when creating a landing page?