Landing pages are a major factor in whether visitors to a website interact with the offer or complete the desired goals. Therefore, when creating the landing page concept, a distinction should be made between the channel, the user's search intent or intention, the purpose and goal of the respective landing page. If a visitor comes to the page via direct access or a search query for the brand, it is usually a warm contact or brand traffic, which behaves completely differently than a new contact. The homepage is usually the optimal landing page for this type of traffic. A new contact usually needs to be addressed in a much more targeted manner. If they are looking for information, they want to receive sufficient and appropriate information. If they want to buy something, the most important information about the offer for the visitor is often sufficient. There is a good article on this at Konversionskraft:
Here it is also important to consider the different levels of viewing a product or offer. I have described how to find out the search intent for Google users here:
To identify the target group, you can either proceed according to the persona principle (see, for example, this article by Marcel Schrepel or you can base your decision on the events that triggered the research. The method you croatia phone number data choose depends on the type of channel. For landing pages that are intended to receive visitors from push channels such as display advertising, for example in the Google Display Network or Facebook advertising, designing a landing page according to the persona principle makes sense due to the targeting options.
For visitors who come to the landing page via pull marketing such as content, an event-related methodology makes sense.
For all online marketing channels, usability according to context is considered the most important lever for improving conversion rates.
The same applies to the approach. I have long considered all marketing activities that have reach as their primary goal and function without context when delivering them to be outdated. This also means that CPM advertising systems are pointless in my opinion.
Due to advertising blindness and the widespread use of ad blockers, I generally find all push advertising and sales methods such as banner advertising, TV advertising, print advertising, but also cold acquisition in the form of cold calls, to be no longer up to date, at least for the initial contact or approach.