All too often, your landing page campaigns do not convert visitors to customers. The reason behind this is wrong planning. When creating a landing page, it is essential that you think beyond the page itself to the goals you are wanting it to accomplish.

Prospective customers generally click through a banner ad or an email to arrive at your landing page where, you hope, they will act on what they see. But you should not assume that a search result or a banner ad will create understanding or demand for a complex product or service. You should also not assume that everyone who clicks through to your landing page will be ready to buy. These assumptions generally result in poor communication between sales and marketing. Unless you sell some highly targeted or very simple service or product, increasing your landing page conversion rate will require more than two clicks. You should also consider your prospects, the diverse buying process, where it is in the buying cycle and also the nature of your services or products and your customers.

Firstly, define your campaign conversion goals. There are some questions to ask yourself in order to define your campaign goals. Ask yourself whether your product is a specific purchase, a lead generation campaign, an event registration or an online service signup; or, will it generate traffic for subscription service or self service.

It is also important that you know your prospects. Find out how many different people or prospects will participate in the campaign, and where they are in your buying cycle. Also find out about the competitors they might be interested in or can research before they can make any decision. In other words, know how your prospective customers buy, whether their motivation is humanistic, spontaneous, methodical or competitive.

You can then create a landing page narrative for every type of prospect. The narrative would be a rough sketch about the information of the prospect, which will help in completing the conversion to a specific scenario. First, consider the driving message of the points or the context and list all the possible assumptions that the prospect might have. Make sure that your landing page makes it easy for the prospect to receive the next piece of information. Also consider the site pages, which should generate organic search traffic to your site. Be sure to create pages with content that creates consumer confidence and calls consumers to act.