1. Audience to offer
Can you explain who the offer is for and why it matters now? If the audience is too broad, the message often becomes broad too.
“Can you explain who the offer is for and why it matters now? If the audience is too broad, the message often becomes broad too.”
2. Ad to landing page
Read the ad, then the first screen of the destination. The same promise should carry through. A visitor should not have to reconstruct the connection.
3. Page to enquiry
Check the form on a phone. Ask for what is needed to take a useful next step. Make the next step clear before someone submits.
4. Enquiry to conversation
Decide who receives the response, what information they see and how they follow up. A submission is the beginning of a process.
5. Conversation to learning
Look beyond raw lead volume. What questions did prospects ask? Were they a fit? Use that information to refine the offer, targeting and creative.
Look beyond raw lead volume. What questions did prospects ask? Were they a fit? Use that information to refine the offer, targeting and creative.