Posts Tagged ‘wordpress’

WordPress is best known as a blogging platform, but I’ve been using it for almost a year now to handle all sorts of website demands. I have effectively used it as a Content Management System for clients that want to easily be able to perform their own website updates, I am in the process of using it to manage a complete Membership Site, and my most recent project is to use it to create multiple landing pages.

A landing page is the page that a site visitors “lands” on when they click a link. It can be a link from the Search Engine Results Page, a link from another site, a link from within the site itself, or a link that is set up specifically for an online marketing campaign.

In any case, the landing page should be set up and designed in a specific way to encourage the visitor to take a desired action, clicking on another link for further information, requesting more information, signing up for an email newsletter via a form, or even making a purchase.

Because we are trying to get a visitor to take a specific action, it is very important to test landing pages to make sure that they are converting well. This is easily done with analytics software. What isn’t as easy is designing the perfect landing page with just the right graphics, copy, colors, position of elements, and call to action. All these elements have to be tested so that improvements can be made. And with all things marketing, neither your opinion or my opinion matters - test it to find out what really works!

And with WordPress and an incredible theme that I’ve found called the Affiliate Theme, it’s never been easier. Using WordPress as the platform that the site (or landing page) is created on, the Affiliate Theme allows you to easily swap out header graphics, colors, copy, positioning, layouts, and even the call to action button.

I’ve used it on four sites now that will have multiple versions of the landing page so that we can see exactly which page is converting best, and then continue testing from there. That’s the mark of a powerful and successful online marketing campaign. To create something that works and then continuously improve upon it.

That is the way I approach online marketing campaigns. They’re not over as soon as the site is launched. Instead, we monitor, tweak and test to achieve the best results.