How Landing Pages Support Marketing Campaign Testing
When you’re strategizing new marketing campaigns, audience testing can save you time and prevent costly missteps. Employing A/B tests can show you what messaging resonates with your audience before you’ve committed resources to a full-blown campaign.
Market testing can also settle debates within your team. Not sure which call-to-action is the most compelling? Run a quick A/B test to determine which one prompts more favorable responses.
All that audience testing may sound time-consuming, but it certainly doesn’t have to be. Using Squarespace Enterprise, you can quickly build landing pages to tweak and launch new marketing campaigns. Leverage exclusive Enterprise features (like custom-branded templates and password-protected page drafts) to test marketing ideas without slowing down your team. And confidently make data-driven decisions.
Three ways landing pages can optimize your marketing efforts
1. Create custom templates for your team
There’s a constant sense of urgency for marketers. While you need to get good information, you can’t spend too much time researching. You can expedite your market testing by building custom templates for your brand’s landing pages.
Start with one of Squarespace’s best-in-class templates, and make it your own with desired fonts, colors, and features. Create custom templates from scratch. Or take things to the next level by building company-exclusive Enterprise templates that your entire team can use to launch test sites faster.
Enterprise templates codify your in-house design guidelines—enabling anyone on your team to create on-brand marketing campaigns from an out-of-the-box framework. You can outfit the templates with core brand elements, like logos, fonts, and colors. You can even equip them with visual assets, like on-brand videos and approved imagery.
Once the templates are ready for organization-wide use, share them with your team. Your custom enterprise templates act as guardrails, helping your team create work that meets in-house best practices. And since the templates streamline so much of the design process, they’ll also save your designers precious time without forcing them to surrender oversight.
By using the plug-and-play templates your designers have approved, your team can create and run A/B tests quickly—without needing revisions or redesigns. This eliminates bottlenecks that slow down market testing, enabling your team to nimbly gather data whenever they need it.
2. Launch landing pages to test ideas
When you have a marketing campaign that you’re ready to test, you can build its messaging and CTAs directly into your website—and launch a different landing page for each version of the idea. This may sound like a tedious project, but thanks to Squarespace’s built-in site duplicate tool, it doesn’t have to be.
The feature lets you duplicate pages, page sections, content blocks, and more. (You can even duplicate an entire website.) So you can spin up several versions of the same campaign without block-for-block recreating what you’ve already built.
This is an obvious time-saver—and a market testing must-have. It’s also a great way to cut down on errors.
When you recreate a page from scratch, you have to retype every word, reupload every image, and reposition every design element. That leaves a lot of room for things to go wrong. But by duplicating the core of your marketing campaign, you can create consistent work from version to version. And you can trust that the only thing you’re changing is the element you want to tweak.
This lowers the barrier to entry for A/B testing. If there’s an adjustment you want to test, you can mock it up in minutes, instead of dedicating hours to the task. You can also proofread the campaign with less stress. If the original version of the campaign looks good, the others should too. Just double-check the tweaks you’ve made, and you should be good to go.
3. Share landing pages with approvers
Market testing is a collaborative process. And with Squarespace Enterprise, you can securely share your work with the right stakeholders at the right time.
With Enterprise page drafts, you can create draft versions of pages that live on your website. So if you want to change a marketing campaign you’ve already published, you can. Find the webpage you want to update, create a draft version of it, and make the tweaks you’re interested in testing. As long as the page is a draft, these changes will stay private. So you can test different updates without disrupting the live campaign.
When it’s time for feedback, you can share the draft inside your organization. Each draft comes with a password-protected URL, so your stakeholders can only access it if they have the password. This helps you gather critical feedback and ensure alignment on campaign changes before they’re public.
Once you’re ready to test your marketing campaign, simply publish the landing page and share it with the audiences you want to reach. You can use paid search and social media ads to target related keywords and potential customers. And you can use Squarespace’s built-in analytics to test how each campaign is doing.
By tracking metrics like pageviews, conversions, and bounce rates, you can see how many people are engaging with your campaign—and what they’re doing once they’re there. This data will help you understand which marketing concepts, calls-to-action, and value propositions resonate with the people you’ve reached. And once you have your results, you can confidently invest time and resources into the marketing campaign that impressed your target audience.