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How To Analyze Campaign Success Rates Through Landing Pages
Posted on January 24th 2013
It's no secret that for companies with an online presence, bigger is better when it comes to digital campaigns. Sometimes, however, the results are not necessarily what the company expects or wants. What do you do at this point? Cry a little? Pull your hair out? No, you do some homegrown research to find what the problems may be and you learn how to fix them.
The best options for determining a campaign's success is by tracking your analytics and conversion rates through your final landing page. By interacting with users online, through social media, blogs, or any other community, you are establishing a relationship that needs to benefit their needs and concerns. Managing a successful campaign is all about understanding your targeted audience and finding the best ways to appeal to them. Get active in finding the best approaches to maintaining customer retention by understanding what pages and information yield the most positive results.
Step 1: Optimizing link content
What are you really trying to do with your landing page? There is a reason you link to it in your email, tweets or blog posts, and ideally it is because you are trying to assist the user. Maintaining consistency is key to getting the results you want, and masking advertisements or promotional pieces will most likely backfire. When you send out your email or social update, what does it say the link is taking the reader to? Does the content on the landing page match closely to the promises made in the email?
Sometimes, the problem might be a disconnect between the portrayed message and landing page, which can be considered as spam and thus misleading the people you are trying to help online. It's important that the content on the landing page closely follows the specific topic addressed within the email or link set up. Maybe you see that your landing pages aren’t exactly correlating with your emails or updates. Make sure each interaction is highly specified and closely examines .
Step 2: Choosing the right landing page
What is your landing page? Does it lead to a blog? Or maybe a sales page? Linking directly to a sales page might be too direct for your business. Or, maybe linking to a blog first is beating around the bush when your customers would prefer blunt interactions with your company.
Until you’ve fully exhausted your social options, you won’t know what works best for your business. When tracking your campaigns, test several different approaches to see what clicks with your audience. Try utilizing multiple landing pages over a longer period of time, such as a month. Set up a series of updates approaching similar topics but with varying landing pages, then track the bounce rate and unique visits for each one. Using a service such as Bitly can help you track the links more carefully, as well as their sharability online.
Not only will this give you a good indication of whether your correltating audience engagement is actually helpful and relevant, but it can shed light as to your overall campaign itself and if your content is reaching the right people. Twitter and Facebook might have more global users, but are they people who will actually interact with your brand? An enterprise B2B organization might yield more results with data driven content through email, whereas a restaurant might connect with users more effectively through images and Pinterest. It's all about understanding your audience.
When push comes to shove, your landing page and subsequent content must provide value to what is advertised. Take this blog post for example. With the title, "How To Analyze Success Rates Through Landing Pages," that is what you expect; anything otherwise will turn readers away immediately. Keeping your audience's interest at heart and by giving them what they want (content, data, entertainment or services) should always be priority one when managing a campaign. Doing so will connect your brand with the right people and establish a trusting relationship with them.
What are some other methods you’ve used to successfully track your campaigns? Post in the comments section below to get the conversation going!