This is a small tip with huge implications for your conversion rates. In simple terms, your landing pages shouldn’t be a one-size-fits-all offer. Visitors will come to your website through all manner of different channels, looking for all different types of information. In order to maximise the chances of securing a conversion, you need to tailor your offers to their individual needs, and create multiple landing pages.

Your landing pages should consider:

• Buyer persona. What are their basic needs and pain points?
• Channel. Where did your visitors come from?
• Sales Funnel Stage. Are they looking to buy, or in need of some basic information?
• Past Engagement. Have they downloaded other offers before?