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Define landing pages

Learn how to increase conversion rates by improving landing pages

Module purpose

Effective landing pages get the balance right between persuading their audience about the value a business can offer and reassuring them about their concerns.

In this module we consider key factors to consider when testing improvements to landing pages and introduce landing page testing.

We’ll show you through B2B and B2C examples as well as how landing pages, their goals and designs, can be managed to improve website outcomes.

Our website conversion optimization planning template is recommended to help you keep track of ideas and tests for landing pages.

Module structure

  • Objectives
  • Landing page success factors
  • The importance of landing pages
  • 1. Clear landing page communication goals
  • 2. Make first impressions count
  • 3. Measuring page effectiveness
  • 4. Test. Learn. Refine with AB Testing
  • Test your understanding
  • Summary

Learning objectives

  • Describe communications goals of different types of landing pages
  • Understand the measures used to review landing page effectiveness in analytics
  • Explain practical techniques to optimize landing pages

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This module is in the Digital Experience Learning Path

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Starter members get full access to this and 8 other Learning Paths.

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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