Why do landing page campaigns so often convert poorly? Because in planning them, the creators fail to think beyond the page itself. Typically, prospects click through an email or a banner ad to a single landing page with a single call to action and little, if any, persuasive copy.

Don’t assume a banner or search result creates demand or understanding in a complex product or offering. Don’t assume everyone who clicks through to a landing page is ready to buy. These assumptions are the result of bad communication between marketing and sales.

Step 1: Define Campaign Conversion Goals

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