Richard Fallah 17 February 2017

Categories Advertising, Data & Analytics, Strategy & Operations, Technology

10 Considerations When Choosing A Landing Page Builder

Landing pages no longer fall on a marketer's "nice to have" list. They have become an important and necessary part of the digital marketing mix, so we've put together the top 10 considerations marketers should know before choosing a landing page builder.

Landing pages no longer fall on a marketer's "nice to have" list. They have become an important and necessary part of the digital marketing mix. By increasing SEO and seamlessly collecting lead information for sales, the more well designed landing pages a company can create, the better. In this article, we've put together the top 10 considerations marketers should know before choosing a landing page builder.

1. Number of landing pages you can build
   Landing pages play an important role in SEO, lead generation, and generally helping your customers make decisions. The more you have the better! Make sure to choose a tool that doesn’t put a cap on how many you can build.
    
2. Template system
   There is a science behind designing landing pages for maximum conversions. Results are impacted by factors like layout, mobile friendliness, colors, call to actions, videos and more. Make sure your tool offers premium, responsive designs that are ready-to-use and customizable when you need to tweak specific elements.
    
3. White labeling
   Your tool should allow you to white-label every element of your landing page. Branding a page involves many aspects from SEO metatags, to favicon and to your own custom domains.  Make sure your domain names can be recycled for future landing pages so you don't have to create a new one every time.
    
4. Personalization
   This feature is somewhat new for landing pages. Personalizing with a visitor’s name requires tracking their browsing behavior and systems that send data to one another. This includes email, user management and website tracking. For this reason, you will only find this feature on a marketing platform with multiple tools. 
    
5. Analytics
   "If you can’t measure it, you can’t improve it."—Peter Drucker. Analytics are a key part of your landing page tool to make sure you will be able to improve underperforming pages, and replicate elements from your best performing pages. Make sure analytics are fully integrated into your tool for easy set-up and tracking.
    
6. Integration with email marketing and other tracking systems
   Adding an opt-in form to your page can take a bit of time. First you create the recipient list, customize form fields and then embed the form on the page. Look for a system that integrates seamlessly with your email tools to save up to one hour per landing page setup.
    
7. Media Capabilities
   A video on your landing page can increase conversions up to 80%! You should look for a tool that allows you to easily add a variety of media to your landing pages that include videos, animated gifs and embedded live streams. New trends will inevitably emerge, so your tool should be flexible as well. 
    
8. Dynamic content
   A visitor’s attention span dropped from 8 seconds to 4 in 2016. This means you have a tiny window to capture their attention and get them to interact with your site. Dynamic content, like embedded countdowns for events or offers, payment options, and others, help to increase the stickiness of the page.
    
9. Ease of linking your landing pages to automation
   The user journey begins with capturing an email address, then moves on to the nurture stage. This involves a series of follow-ups to keep your subscribers engaged and to increase their interest in your products. Full-suite marketing platforms make your life easier by sending subscribers from landing pages straight into automation. It only requires linking your sign-up form to an existing sign-up list. Marketers spend an average of 5 hours linking landing pages to an automation sequence with separate tools. In an all-in-one platform, it takes about half an hour to set-up.
    
10. Adding your custom code
    This is another feature that is often overlooked, so make sure you choose a tool that allows you to add tracking pixels for retargeting ads, paid ads and Google Analytics. You will only get the full benefits of analytics when the platform you use supports custom codes and allows integrated tracking on your page.

If you're interested in viewing the top 10 considerations for choosing an email marketing tool, check out this blog post.