Landing Pages
Online registration forms, or landing pages, have become the cornerstone of many marketing campaigns. However, for marketers, typical challenges include:
- Registration forms are static html, hand coded by IT and typically send responses to an email account or CSV file.
- Marketing cannot create these forms without the help of a technical person.
In addition, as landing pages and marketing channel tactics rapidly evolve, new considerations are taking shape:
- Fine-Tuning Ad Keywords: Google Adwords and other systems have leveled the playing field so that anyone can create and manage online ads. However, competition for keywords is increasing, and the science behind creating quality landing pages is changing rapidly. New Google practices such as assigning a "Quality Score for Adwords" means that if your landing pages are not fine-tuned, it will cost you money.
- Data Inconsistency: Self-service landing pages and registration can lead to data inconsistency if not done uniformly. As most marketers know, inconsistent data is one of the easiest problems to create and one of the most difficult to fix.
- Disconnected Customer Experience: Making customers log in multiple times on a web site or within a campaign makes companies look disconnected and is frustrating for customers. This common marketing mistake contributes to a bad customer experience.
