A few months ago, Michael Lofstead explored landing pages and their role in college recruitment. He highlighted their importance and the opportunities available from a strategically-aligned communication flow.
Landing pages open the door to an entire world of rich metrics we can use to measure the success of not only our inbound marketing, but also the efficiencies of our Web sites. A great measurement strategy includes two bookends found in Google Analytics: campaign tagging and goal conversions.
Campaign tagging: Tracking the response to your communications
Most of our marketing campaigns are multifaceted; they leverage many mediums, expose various pieces of rich content, and are targeted at highly-segmented groups. In many cases, a single, campaign-specific landing page may receive traffic from outbound e-mails, social network posts, and traditional printed media. How can you tell which traffic source is working the best? Which is most likely to convert? Better yet, what’s your ROI?