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Aligning the Creative with the Media
Creative strategies for landing page optimization must be based on careful analysis of the entire funnel. This includes consumer insights, web tracking, search data analysis, and competitive intelligence. The resulting strategies developed should be geared to:
- Drive results – where can we most effectively influence the outcome?
- Leverage the overall media mix – how do we best integrate for maximum results and what are the transition points?
- Engage the target audience – how do we best reach the target with a relevant message?
Funnel Optimization Leading to Unique Engagement Opportunities
Depending on where a target consumer’s mindset resides in the funnel (e.g. awareness, intent, or purchase), the creative elements of a landing page must address that consumer’s mindset. This is needed to be effective in driving the target closer to converting. For example, to capture the attention of prospect in the awareness phase of the funnel, a landing page must drive intent and help the prospect: 1) identify the brand/product, 2) what to consider when shopping in the category, and 3) what should be looked into further during the buying process.
This funnel optimization approach tailored with a brand or product’s unique segmentation criteria lays the foundation for top-performing landing pages along with the successful convergence of brand and media.
Intuitive Decision Paths
Sometimes the focus on landing page creative omits the implementation of intuitive decision paths. As a result, elements conflict with conversion goals, page flow becomes problematic, and what may have been perceived as an effective landing page element actually turns into a stumbling block for the target audience.
Landing page templates should be designed in a way that not only reflects the brand properly and engages the target audience but also provides a fluent conversation via intuitive decision paths guiding the user to conversion.
Continuous Analysis, Optimization and Testing
Even when a successful landing page is rolled out outperforming prior conversion rates, landing page optimization is never done. The process requires continuous analysis and optimization, including multivariate testing of messaging, visuals and media along with segmentation and other variant components.
Time and time again, the performance of the landing pages WebMetro creates for its clients beat the incumbents. We then work to beat our own landing pages, further optimizing and testing. We never grow complacent because we know that landing page optimization is a continuous process as brands, consumers, and the competition evolve.
Call us at 866.922.4632 to learn more about WebMetro’s landing page optimization services.