Landing pages
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Landing pages
Generic pages get generic results. Campaign-specific landing pages convert better because they continue the conversation your ad started instead of making visitors figure things out.
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Generic pages get generic results. Campaign-specific landing pages convert better because they continue the conversation your ad started instead of making visitors figure things out.
Landing page strategy has two layers: which pages to build (macro), how to optimise them (micro).
Macro planning prevents page sprawl. Not every segment or campaign combination justifies a dedicated page. Map segments against campaigns in a matrix. Identify which combinations justify separate pages based on traffic volume and message distance. Maximum 12 pages, preferably three. High volume segments with high message distance get dedicated pages.
Micro optimisation focuses on four elements: above-the-fold (headline, subhead, CTA), messaging (match ad promise to belief stage), proof type (data vs testimonials vs process), and call-to-action (demo vs trial vs download based on belief progression).
The cybersecurity compliance page needs regulatory proof and certification processes. The breach-reactive page needs incident data and quick implementation timelines. Same product, different proof, different CTA.
Lead gen tool pages split similarly. The paid-skeptic page needs outbound ROI proof and channel comparison data. The LinkedIn-first page needs email deliverability stats vs LinkedIn message limits. Same tool, different belief gap, different proof.
This playbook shows you how to determine required pages using a segment-campaign matrix, optimise the four core elements per belief stage, then A/B test systematically.
Don't build new pages yet. First, analyse which current pages convert best and redirect underperforming traffic there. Quick win with zero build time.
60%+ of traffic is mobile. If your page isn't optimised for small screens, you're losing half your visitors. Also ensure your ad promise matches the landing page headline exactly.
Calculate which segments need dedicated pages based on traffic volume and message distance. If belief gaps are close, segments can share pages. If gaps are large and volume is high, build separate pages.
A/B test one element at a time on highest-traffic pages. Start with headlines (biggest impact), then proof, then CTA. Apply winning patterns across similar pages without re-testing everything.
The percentage of visitors who meaningfully engage with your landing page instead of bouncing.
Build your channel strategy and optimise each channel, so you grow traffic strategically without burning budget.
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