“In online marketing a landing page, sometimes known as a "lead capture page" or a "lander", is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link” - Wikipedia.

Political campaign is akin to marketing campaign. While a marketer uses the entire trick in the book to make a consumer buys his product or service. The politician uses techniques like advertising, personality branding, media mention, roadshow etc to sell their manifesto to the electorate. While marketing goal is to increase sales volume a politician aim is to win election by getting the highest number of vote.

Online advert copies are short and usually ineffective without the landing page. The objective of online campaign can only be achieved on the landing page which is specially designed for the campaign. These pages are highly optimized to convert online visitors to online buyers in the case of eCommerce website. A click on Jumia or Konga’s advert leads to where purchase can be made immediately, even when sales are not made attempt is made to collect visitor details. These details can be used for further marketing purpose like email marketing or SMS marketing.

[center]How Do We Implement This In Political Campaign?[/center]
Landing Page Is Not Homepage
Clicks on advert should not lead to your campaign organization’s homepage except that page has been optimized as a landing page. Landing page should be optimized for prospective electorate that clicks on the advert. Homepage usually have a lot of information that may distract them from achieving the objective of the campaign. Animation, colorful images, social media icon, beautiful menu structure may distract a prospective voter from filling your opt-in form. And sometime this information may push your core information below the fold.

Optimized Landing Page
Your landing page should be optimized for the objective of the campaign. A Jumia advert showing shoes does not leads to laptop. If the objective of the campaign is for PRO purpose then clickers should be lead to page that will sell the contestant’s goodwill. For examples image of the contestant donating should be above the fold, be large, prominent and with social media buttons for sharing, liking and tweeting.

A/B Testing
Human Behavior is difficult to predicate, but with the help of big data this can be simplified. A beautifully crafted landing page may not be working optimally and we may not even know this except we benchmark it against another. So for a campaign put up two or more landing pages and use data to determine which is best to work with? This is the era of big data there is no need to guess human behavior. An ardent user of Big Data is Google and they discovered from their Human Resources data that graduates from non-Ivy League University could be more innovative than graduates from Harvard, MIT and Stanford

After landing Page
If the objective of the campaign is to collect prospect’s details then these data should not be stored like a pack of card they should be used for the intended purpose. The taste of the puddy is in the eating and not cooking. If email address is collected then an email should be sent out within the minutes, if phone number is collected SMS or call should be made within the minutes. The chances of qualifying a lead are 21x better if called within 5 minutes–( leadresponsemanagement.org/lrm_study)

Be Mobile Friendly
60.9% of internet users in Nigeria access the net via a mobile device - (Nigeria State of Digital Media by Terragon). So a Landing page that is not optimized for mobile device will be losing approximately 60.9% of potential electorate. Delight the electorate online because if you do not, the other contestant’s website that is mobile friendly is just a click away.

Article Written by
Alabi A.
Online Marketing Consultant
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