This puzzled Scott’s wife. “Why do they not let that man hit the ball?” Good question. Why walk someone? Well, the answer was in the stats. Pujols is tied for second place (with the Boston Red Sox’s Kevin Youkilis) for hitting during a single season league championship, fourth place for runs scored, and second place for home runs.
And the point in all of this is: know what you’re up against, plan for it, and keep tweaking your landing pages. If your pay-per-click (PPC) campaigns are up and running, but your conversion rates and your quality scores are falling short of your expectations, your ad campaigns are probably not the problem, but your landing pages probably are.
8. Test, test again, and test some more. You may have created a great landing page, but are you sure that it will convert – or convert better than sending visitors to your home page (It had better!)? The fact is, you will never know until you test it. Don’t set it (your landing page) and forget about it. Instead, use your favorite testing tool – Google Conversion Optimizer (free), Visual Website Optimizer, and Unbounce, to name a few – to perform split tests, A/B tests, multivariate tests and more on your landing page(s). If you do, you will gather the intelligence needed to tweak your landing pages and improve conversions.
We once knew a sales VP whose favorite phrase was “at bats” – as in he wanted Marketing to get him more “at bats.” This sales guy believed that more leads inevitably would translate into more closed deals. A bit of wishful thinking, perhaps?