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Website Development Services UK By: Mrityunjoy SEO

This entry point typically represents your first, and biggest, opportunity to leave a positive impression with the consumer and is therefore a vitally important aspect of any website development

Well defined goals are vitally important because they form the basis for analyzing the performance of your campaign. Performance analysis is essential for diagnosing any problems with your online marketing campaigns and ultimately determining if your time and resources have been well used. We will consider performance in more detail later.

In any online marketing campaign, not only is it key to know your product, but also know who you are trying to sell it to.
Consideration should be given as to whether your product or service is targeted at the retail consumer or whether you are offering a business-to-business type solution.

Your landing pages should be short and brief, with text kept down to a minimum. Keep your conversion goal in mind and ensure that any information you offer encourages the visitor to reach this goal.

Briefly explain how this product or service will help them, or why your product has an edge over the competition. Use of bullet points and sharp, glossy imagery can be ideal for conveying the critical elements of your message and ultimately enhance your chances of getting the visitor to reach your goal state.

We have considered the idea of landing pages being used to stimulate the visitor to reach your desired goal. However, we also need to consider what, or where, the user goes next.

For instance, say that the goal of our landing page is to encourage the user to fill out an enquiry form i.e. we want to generate a sales lead. After completing the form, the user will typically click on a submit button, which in tern leads then to another "thanks for your enquiry" type page.

Remember that this page is again an opportunity to convert this visit into something more and therefore this page should be every bit as targeted as the original!

Measure the performance of your campaign:
So, lets say that you've now been running online marketing campaigns for a number of weeks or months. Each of these campaigns have been designed to lead web users to specific, conversion targeted, landing pages.

Before you spend any more time or money, its now time to think about analyzing the performance of your campaign. Here is where your goals come into play. If you don't have goals, and an effective method of quantifying whether or not these have been reached, then you will never really know if your campaign has been a success.

Imagine that your goal is to get people to fill out a quote request form on your landing page. If you notice that you appear to have a high number of page visits, but a poor quote request rate, then you may want to consider changing the look and feel of your landing pages to try to encourage more people to fill in the form.

If the conversions are high, then what is the potential value of all of these enquires over the last month? How does this compare to the amount of money that you have spent on the campaign in the same period?

Performance analysis is a big subject in itself and is therefore something that we will tackle in more detail in another article. However, what we have said here so far should give you an idea of the types of criteria you need to consider when running and analyzing any online marketing campaign!