Developing a complete digital marketing strategy takes time. Many times, it’s experimental. You try one approach, and it doesn’t work; try another, and it is successful! Once you launch a campaign, did it perform to your expectations? If not, you review the campaign setup (chosen audience, ad set, geotargeting) that was implemented. You may even evaluate the platform.


While these are good strategies, there is one critical component that is often overlooked—the effectiveness of your website, specifically your campaign landing pages. The most decorated and well-thought-out marketing strategy can fall flat if you’re driving your consumers to an unattractive or less-than-user-friendly website.


Consider these three website suggestions to help increase the performance of your campaigns:

  1. UX or User Experience Design. UX or user experience helps to boost user engagement and decrease bounce rate. The UX-focused design incorporates graphic and content design to create and enhance a user’s experience. Factors such as site navigation and layout can encourage optimal interaction between your campaigns, your website and potential customers.
  2. Direct Response Copy. Direct-response copy is designed to encourage an immediate response from your consumer, such as filling out a lead capture form on your page. Writing copy that is relevant to your business, your ad and your overall goals will help to encourage engagement on your site.
  3. Conversion Optimization. To track the effectiveness of your campaigns (i.e. ROI), you must have a solid conversion strategy. Work with your web developer to place tracking pixels on landing pages associated with your digital marketing campaigns. These pixels should be placed on your lead capture completion form (i.e. thank you for registering), so you can track traffic to the site and engagement.


Do you have questions about your 2017 technology and marketing initiatives? Contact the REAL Trends Technology and Marketing team at [email protected].