Researching Landing Page Solutions
Lately, I’ve been doing a fair amount of research on landing pages and services that provide them. My requirements for the landing page are thus:
- It provides an offer that can be redeemed at a storefront
- It has a trackable phone number
- It contains a code generated from the referring page
- It has copy and design that provokes the user to act
What I’m looking to do is generate campaigns for clients who depend on foot traffic for their business. If the customer needs to be inside your store to do business, then I want to to be solving that problem for you.
To do this, I want to generate landing pages that contain a coupon. The coupon will provide a special, promotional offer for the customer. It will also contain a code that will refer back to that original customer and a phone number that can be tracked to determine how many phone calls made to the storefront are attributed to the campaign.
The landing page is the cornerstone of the campaign. I am planning to generate traffic to the landing page from social media, organic search, Google PPC ads, and Facebook PPC ads.
The data generated by the landing page will allow me to determine which of these channels is the most effective in reaching our target market and mold campaign to maximum efficiency.
Before building this landing page myself, I decided to see some of the solutions that were already out there.
The first one I came across was Unbounce.
Unbounce does a lot of cool things if you’re simply trying to flesh out an idea and gauge interest in an idea or a promotion. It does a good job of generating leads, and it makes analytics and testing like A/B and multivariate testing much easier than coding your own from scratch. It also has a number of templates and a wysiwyg editor to change the design of the landing page - a nice feature, but uncessary for me as a web developer.
However, Unbounce didn’t meet my needs for driving foot traffic. If I provided a special offer on an Unbounce landing page that allowed the user to print a coupon to come into the store, there was no way for me to generate a specific coupon for each individual customer. This meant I would need a second page that the unbounce page prompted the user to visit. This second page would need to be coded up by me so I could custom generate the code and promotional materials to get the user into the store. At that point, it makes more sense just to build my own landing page.
My research for a ready-made solution led me to Dukky.
Dukky does 80% of what I want it to do. It creates landing pages for me, but allows me to customize the design myself. These landing pages are organized around a campaign that hinge on collecting names, emails, and other data from potential customers. Dukky will generate custom URLs that point to the campaign landing page that can be deployed specifically to social media, ppc ads, or organic search results. It also generates coupons with custom barcodes so that users can be tracked from the original referer to the landing page all the way to the storefront. That is exactly what I needed with my analytics. Here’s a great video about how it works:
The problem with Dukky is that it forces the user to fill out a form. Now, a good number of my landing pages will require potential customers to fill out information so my clients can understand more about their leads, but for the purposes of generating foot traffic, a customer’s specifics are not completely necessary. Filling out a form with sensitive information like name and email is just one more obstacle to getting that customer into the store.
Also, Dukky doesn’t provide trackable phone numbers. There are certainly services that would be compatible with Dukky to this end, but if I wanted to generate a phone number for a subset of potential customers, I would need to do it all myself. Another reason to just build my own.
Dukky also forces you to buy and use a different url for each campaign. This isn’t necessarily a terrible thing, but I would much rather use subdomains of domains that I already own or that my customers already own. Something like promotionname.clientdomain.com instead of promotionnameclient.com.
Finally, Dukky is expensive compared to similar solutions. I fully believe its worth the price, but Unbounce, for comparison, is $50/month for the base package and free for the 30 days. To run my first Dukky experiment would have cost me nearly 10 times that. Not bad if the campaign is generating $2,500-$15,000 in sales, but not good for just running a landing page experiment.
Unbounce and Dukky both provide excellent solutions for building and tracking landing pages. Both tools seem to be fully worth the money if they meet your specific needs. However, neither of them met mine. Ultimately, I decided to run my first landing page experiment myself. I’ll be documenting my process in a future post.