#1 Focus Your Landing Page Objective
Not to be confused with a campaign objective, a landing page objective is the very specific objective that the page aims to achieve (e.g. “increase CTR via the Buy button vs. benchmark” as opposed to “drive bookings”). The more focused your landing page’s objective, the more focused the resulting experience will be, so it’s important to avoid the temptation to toss in secondary objectives or “nice-to-haves”. Identifying a clear, focused objective has the added benefit of helping you prioritize messaging as well as enabling a clear assessment of landing page performance.
