Landing Page Optimization
LANDING PAGE OPTIMIZATION
Instructions
Landing page optimization is an important part of the overall marketing process. When sending an e-mail or linking a paid advertisement, it is important that the message you express is reiterated on the landing page.
Choose an existing email you have recently received to complete this assignment.
In a 3-4 page paper, address the following:
Compare and contrast what you changed from the e-mail to the landing page
What did you learn in regards to resource planning between e-mail and the Web?
What are the ways in which conversion can be increased? Support your statements with appropriate examples and scholarly references.
Explain why you made these specific changes. Be sure to include what you learned through the process.
Include a mockup of the e-mail landing page. You can choose to present this in Word, PowerPoint, or Illustrator format. If you are using the landing page of a specific Web site, you may include a screenshot of the landing page and highlight the alterations that you would make.
Sample solution
Introduction:
The objective of marketing is to create awareness about a brand, product, or service and to persuade the audience to take action. Email marketing is an effective way of reaching out to potential customers and driving traffic to a website. However, it is not enough to simply drive traffic to the website, as the landing page has to be optimized for conversion. The purpose of this paper is to discuss the changes made from the email to the landing page, resource planning between email and the web, ways to increase conversion, and the reasons for the specific changes.
Changes made from the email to the landing page:
The email had a subject line that was catchy and attention-grabbing, which enticed the audience to open it. The body of the email contained a brief description of the product and a call-to-action to visit the website. The landing page had a similar design to the email, but the content was more detailed. The headline on the landing page was the same as the subject line of the email, which made it easy for the audience to recognize the connection between the two. The landing page also had an image of the product, a detailed description of the features and benefits, and a call-to-action to buy the product. The landing page was optimized for conversion with a simple layout and a clear call-to-action.
