The document discusses different types of landing pages: main site landing pages that are part of a main corporate website, microsite landing pages that are specifically designed for a single audience or purpose, and stand-alone landing pages for specific marketing campaigns. It also discusses determining which parts of a website are mission critical, examples of content that is typically not mission critical, identifying the intended audience of a landing page, desired conversion actions, and factors to consider when calculating the lifetime value of a conversion action.

1. Chapter – 2
Understanding Your Landing Page

2. Landing Page Types
• Main Site
• Micro Site
• Stand – Alone

3. Main Site
• The Landing page might be part of your main
corporate website. Such pages have the same
navigation and page layouts as all of the other
pages on your site
• The specific landing page might be buried
several layers deep within your site
organization, or it might be your home page.

4. Microsite
• The Landing Page of a microsite specifically
designed for a single audience or purpose. A
microsite usually has one main call to action,
and all of the information on the site funnels
the visitor back to this desired conversion
action
• Microsites can be branded as part of your
main company or can have tgeir own stand –
alone brand

5. Stand - Alone
• Some web pages are designed for a particular
marketing campaign.
• Such pages usually have specific information
related only to offer or action that you would
like your visitors to take.
• Usually there is clear, call-to-action

6. What Parts Of Your Site Are Mission
Critical
Would your business’s performance grind to a
halt if the content in question was removed
from your website?
Answer to this question will help you determine
what parts of your site are mission critical

7. Some Examples of Typical Site Content
That is NOT usually Mission Critical
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Investor Relations
Company Mission Statement
Open Job Listings
Management Biographies

8. Does the content create a meaningful
transaction or deepen your relationship with
the visitor?????

9. Who Is Your Landing Page Designed
For?
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Prospects
Clients
Current business partners
Potential future business partners
Competitors
Members of press
job seekers
Current Employees
Investors

10. Important classes of visitors are the ones who
interact with the mission critical parts of your
website.

11. What Is Desired Conversion Action
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Advertising
Click – through
Education
Downloads and Printouts
Form-fill rate
Purchase
Multiple Actions

12. What Is Lifetime Value Of The
Conversion Action???
LTV of a conversion action is the total financial benefit that your
company will receive from your relationship with the visitor over
the course of the current interaction and all future interactions.
Factors that needs to be taken into account to properly understand
LTV:
• Length of relationship
• Repeat Buyer Rate
• Value Of Repeat sales
• Referral Business
• Changing Product
• Economies Of Scale

13. Variable Cost Pecentage(VCP) &
Conversion Improvement
Percentage(CIP)
Variable Cost Percentage (VCP) is the total of
variable costs on an incremental sale as a
percentage o revenue
Conversion Improvement Percentage(CIP) is the
percentage improvement of the measurement
criteria of the new (Challenger) landing page
versus the original landing page (Baseline)