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Landing Page Optimization For Dummies® by Michael Harwood, Martin Harwood

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Chapter 3. Preparing for Your Landing Page

In This Chapter

  • Developing a landing page plan

  • Looking at your financial resources

  • Researching the market and your competition

People spend millions each year on landing pages and Internet marketing campaigns with little or no results to show for it. Some time ago we came across a quotation — who knows where, who knows when, and we don't have a clue who first said it — which expresses this idea quite pithily:

 

Each year I waste half of my marketing budget; the problem is, I am not sure which half.

 
 --Anonymous

This quotation is a classic because it sums up the sentiment for many online business entrepreneurs. Although this chapter may not prevent you from wasting your marketing dollars, it does lay the framework to at least find out where that money is wasted.

Simply put, one common denominator that successful landing pages have is a plan. The ongoing sales of products from landing pages doesn't happen by accident; rather, landing pages follow a plan, complete with advertising schedules, marketing goals, timelines, and more. Those landing pages that fail are often a result of a failure to properly plan. This chapter is all about planning for your landing page and online business. This is done by clearly identifying the goals of your landing page, defining a clear market analysis, outlining achievable goals, developing a financial summary, and evaluating your progress.

Developing Your Landing Page Plan

Imagine that in your rush to build your dream ...

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