There are many ways to make landing pages. You can hand code static pages yourself, outsource the work to contractors or an agency, or you can even use certain tools like a website CMS, blogging platforms or modules of a marketing automation system to make pages. So, how do you know when it’s time for a landing page management platform?
It will feel like you’ve hit a wall. It will seem as if there is just never enough time or resources to launch a new campaign, start testing, or even to just implement a content change. Each of the methods mentioned above will certainly help you make pages, but they aren’t designed to help you manage, grow and optimize a large, sophisticated landing page program.
Here are a couple red flags signaling that it’s time to change the way you manage your landing page program:
1. Your pages are disorganized
Do your landing pages ‘live’ in different areas? Perhaps some are in your website CMS, others are handled by an agency, and then more still are handled by a different regional team? When your content isn’t centralized and organized it’s almost impossible to scale your efforts, because you’ll constantly find yourself recreating the wheel. Landing page management platforms centralize and organize all of the content that goes into creating landing pages so that you can, for example, make a lead generation form once and then reuse it on several different pages.
2. Your analytics are opaque
Can you easily and confidently compare how well campaigns did compared to each other? Opaque analytics go hand-in-hand with disorganized pages. If you don’t have one central location for where your pages are stored then trying to analyze and compare metrics across campaigns is going to be very difficult. If your landing page and test analytics are managed seperately or by someone who isn’t part of the team guiding your online marketing strategy, then that’s also a sign that you should consider landing page management software. If your decision makers don’t have complete, easy access to real-time data, how will they be able to act in time to take advantage of what your tests and analytics are telling you?
3. Your branding is inconsistent
Are your latest branding guidelines accurately reflected on every landing page or do some show old messaging or use an outdated look? If it’s difficult to update all of your pages with new branding guidelines or if you’re not even sure whether they are all up to date, then it’s time to change the way you manage your program. By centralizing all of your content within one platform, a landing page management software will make it easier to implement mass changes and to enforce brand standards.
4. Changes are inefficient
Does a relatively simple content update take days to implement or does testing just seem like it would be impossible? If your current landing page creation process involves a lot of hand-off points from, for example, someone on your marketing staff to a writer then an agency or developer (or something along these lines), then your answer is probably yes. Since landing page management platforms eliminate the need for code or help from developers, you can let marketing take direct control of the strategy, implementation and management of your landing page program. When it takes fewer resources and less time to both launch and test landing pages, all of the sudden the idea of launching a new campaign or localizing pages doesn’t seem the least bit daunting.
5. Testing is rare
When all of your resources are tied up into getting pages live, there’s often very little time left to start testing. If you’re only running a few tests or not any running tests at all, then this is a major sign that it’s time to consider landing page management software. Most platforms, like LiveBall, will help you create, launch and track several – if not hundreds– of A/B and multivariate tests without code or help from developers. If you’re not testing, you’ll have no way of knowing if your landing pages could be doing better and if you could be getting higher conversion rates or improving your CPL.
If any of these scenarios sound too familiar, then check out our free 10 Point Landing Page Management Buying Guide. Although we obviously hope that you choose LiveBall, this guide is completely objective – it will just walk your team through the key points you should consider before starting your search.