Design Landing Pages Based on Objectives

Jacqueline Simpson, Marketing Manager, Tourism British Columbia, and her team are constantly testing their opt-in landing pages for multichannel campaigns. They came upon a particularly outstanding group of findings recently.

After orchestrating a split test, they’ve been able to lift opt-ins by a significant margin. (Exact numbers and other details are coming in an exclusive Case Study.) Jacqueline says that their landing pages are designed to accomplish three objectives:

– Appeal to their demo of educated, 35 to 54 year olds in North America

– Motivate tourism guide requests

– Increase travel for the province

“Interacting with our [prospects] and consumers is our best opportunity to get them to visit and revisit the province. So, we want to look at doing whatever we can to encourage people to opt in for that continued dialogue. When we get a significant improvement like this, we implement it right away for the remainder of the campaign.”

What did they learn that was worth rushing to implementation? Stay tuned for a full-blown B-to-C exclusive Case Study in just a few weeks….

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Branding, Consumer Marketing, International Marketing, Online Advertising, Website And Landing Page Design



  1. September 21st, 2009 at 01:43 | #1

    Dear Chris,

    I would be interested in speaking with you about designing a landing page for BC tourism. Please contact me.

    Cherie Young

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