If you’re engaged in landing page optimization, step back from the analytics for a moment and ask yourself a bigger question — why do we have a landing page in the first place?
Sure, you’re selling stuff. Getting leads. Achieving a conversion. Blah blah blah. Yes, that is all true.
But, all of those objectives have a fundamental similarity.
The objective of a landing page is to help a customer make a decision
And yes, that objective usually skews towards the get them to buy/donate to/download something. But by taking a customer-first marketing approach to your landing page, you can see them with a new perspective — not merely what you’re trying to get other people to do, but how can you help them through this decision.
One excellent place you can get this information is from customer service. What do customers have questions about? What concerns them? What confuses them? Should your landing page be able to answer these questions? If so, why is there a gap?
Hearing from customers in their own words
If you work for a very small company or you’re a solopreneur, you may be close enough to the customer to naturally get this information.
But if you work for a company of any size, you likely aren’t seeing this information every day. Can you work with customer service call centers and email and chat support to log both recurring topics that customers ask about as well as examples of these customer concerns, questions and frustrations in their own words? And can you get regular access to them?
The bigger the company, the more complex this is. But I don’t want you to feel it’s impossible. So, here’s an example from perhaps the largest, most complex customer service feedback to any organization in the world.
During his presidency, former President Obama received about 10,000 letters and messages every day. And he personally read ten of them each day. The complex and well-thought-out system to go from 10,000 to ten and make sure the most powerful person in the free world heard directly from his customers in their own voice is the subject of this fascinating article from The New York Times Magazine about the Office of Presidential Correspondence.