1. Set goals
Start by setting goals for the campaign or landing page. Set up measurable KPIs so you have a clear idea of what you would like to achieve.
2. Optimize the content
Next, create a new webpage or use an existing page to optimize the content. Create different versions of the page by using different banners, messages and images. Personalize the content so different target groups can view the same page in the way you think they would prefer. Save the various versions as "Ready to Publish . "
3. Find the winner
Now it is time to find out which page is the winner. EPiServer CMO will show the various versions of the page to visitors, then assess the click data to find the "winning" version of the page. You can also measure how many visitors end up on a conversion page, such as a "Thank you" page that is launched after they perform a specific action. You're now ready to use the optimized page with a wider audience.
4. Reap the results
Now you want to know if your investment – for example, the purchased advertising space on another website, search engine or portal – was worth it. You will measure whether you succeeded with the KPIs you set up in the first step, for example, how many visitors have come to the page from your adverts and how many ended up on the "Thank you" page. This information tells you where your visitors are coming from and what traffic gets converted and is key to helping you optimize your online campaigns and make the most out of your investments.
The "real" definition of a campaign
A campaign is not just about a massive advertising push or buying keywords from search engines. It covers every single idea you have for your website – for example, attracting qualified applicants for jobs, or encouraging visitors to sign up for a breakfast seminar.