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Friday, Jun. 10, 2005 at 11:29 am

How to Develop a Landing Page Framework

By Bryan Eisenberg
June 10th, 2005

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

Continue reading my column at ClickZ…

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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