E-Business
Iroegbu Outlines “7 To-Dos” for Optimizing Landing Pages in Q3 2013
Kanu Iroegbu, a certified digital marketing consultant, has reeled out advice to organizations on leveraging the potentials of marketing in growing their businesses.
According to him, the goal of any marketing campaign is to generate leads.
“Whether it is organizing an event or advertising on television or in the print media, the end goal is to generate leads that can be converted into sales. Every branding activity that a business engages in has to support this objective.
Explaining the nitty-gritty of landing page and usage, he said, “Simply put, a landing page is a web page that helps businesses capture leads. It is different from a Home page, which usually serve as the doorway to generic information about the various products, solutions, and services offered by the business. As such, a typical Home page has too many elements vying for the visitors’ attention. A targeted landing page will work towards compelling a visitor to take the specific and desired action”.
He opined that, there are several ways a visitor can be directed to companies’ or individual’s landing page as “Search engine results link when someone runs a query for your keyword; clickable links in your pay per click ad or other online advertisements; links pointing to this page incorporated in social media posts; email campaigns providing links to this page and Organic search engine optimization (SEO) campaigns throw up links to this page during relevant keyword searches”.
He added that the impact of a landing page can be measured by analyzing the number of visitors who convert. “Tools are available to measure the number of visitors. These tools will also provide you information on the means by which they landed there – was it your SEO strategy or your PPC campaign or your social media activities or even your direct mail campaign.
“If your campaigns are attracting a lot of visitors but none are converting into leads then the problem might lie with your landing page. The solution lies in enhancing and optimizing your landing page to maximize conversions.
On types of landing pages, Iroegbu, said depends solely upon the objective one wants to achieve, and they are categorized into “Informational landing page: If you want to present yourself as a thought leader then you can create an informative landing page, which displays content that is relevant to your visitor. Ideally, the information should center around the keyword that brought the visitor to your landing page in the first place”.
The other is “Action-oriented landing page: This is a landing page with a clear call to action. It could be oriented towards convincing a visitor to buy a product or capture contact information through an online form. If making a sale is the objective, you have to ensure that previous interactions with you provided the visitor enough compelling reasons to do so. If capturing information is your goal then you can do so by offering valuable content”.
On how to optimize landing pages in the third quarter of 2013 mainly, Iroegbu who had help organizations in creating effective landing pages outlined that a good landing page needs to target a particular action.
“Leading visitors to your Home page, for instance, can prove confusing. The visitor might have been searching for information on a particular keyword. Now unless your Home page immediately offers information related to that keyword it is likely to leave your visitor confused. More often than not, this will result in a quick exit from your website, and thereby, a missed opportunity for you.
“You need to be very clear about what you want your visitor to do once they land on your website. Only then can you increase the possibility of converting your traffic into actionable leads. Below we have listed a few measures you should take to optimize your landing pages in Q3 2013.
1) Singular purpose: You need to be absolutely clear about the targeted traffic and the action you desire from them. Minimize distractions. Eliminate unnecessary copy, graphics, form fields, and links. Provide clear and simple call to actions. Do not confuse your visitor. Make it easy for them to focus on your call to action.
2) Short lead form: Visitors hate filling forms, so the longer your lead form the more the number of visitors who are likely to drop off. Keep it short. Capture only information that is necessary to stay in touch.
3) Relevancy of content: Ensure that the content on your landing page is relevant to your keyword. Highlight the benefits of engaging with you for business. Ideally, your landing page headline should match the link your visitors clicked to get there.
4) Call to action: Make sure your call to action (CTA) is clearly visible. Use directional cues to direct attention to your CTA. Have CTA links spread across the page in order to make it easy for visitors to take action whenever they are ready.
5) Responsive design: Think like a user. Test your page to check whether it provides information that is relevant to the keyword they used. Is it visually pleasing? Is the messaging consistent throughout?
6) Transparency: Visitors will always be wary about sharing their contact information. Clearly state what you intend to do with the information you collect. Ease any concerns they may have about the information falling into wrong hands. Highlight your contact information such as phone number and address. Provide links to your social media handles at the bottom.
7) Test thoroughly: Creating a landing page is only the first step. Use real-time A/B or multivariate testing to continuously test the various elements on your landing page and determine what resonates best with your visitors. Improve your page accordingly.
National Identity Management Commission (NIMC) of Nigeria has launched a new digital identity verification tool called the NIN Authentication (NINAuth) application.
The initiative, which forms part of President Bola Tinubu’s Renewed Hope Agenda, aims to strengthen the country’s national digital identity management framework.
The launch builds upon Nigeria’s comprehensive unified digital identity system that has been transforming access to financial services and government programs.
The NINAuth application introduces several key features focused on data security and privacy.
The platform requires explicit user consent before sharing identity information for Know Your Customer (KYC) processes, giving individuals greater control over their personal data.
The system provides seamless access to various government services, including SIM card registration, immigration applications, passport processing, tax filings, and financial transactions.
The development follows significant investment in Nigeria’s digital identity infrastructure, including a $45.5 million support from the World Bank as part of the Digital Identification for Development (ID4D) project.
As the official service for integration with NIMC’s backend infrastructure, NINAuth enables secure verification processes across ministries, departments, and agencies (MDAs).
The application is available for download on both the Google Play Store and Apple iOS App Store for users of the National Identification Number (NIN).
The rollout represents a significant milestone in Nigeria’s ongoing efforts to digitize government services and strengthen identity verification processes.
“NINAuth is a cutting-edge suite of services including web, API, and mobile verification designed to enhance data security, protect privacy, and simplify access to government services,” said Dr. Kayode Adegoke, Head of Corporate Communications at NIMC.
“The platform introduces a robust layer of protection, empowering individuals with greater control over their personal information.”
The implementation supports the objectives of the recently established Nigeria Digital Identification for Development Project Ecosystem Steering Committee, which oversees the country’s digital identity initiatives.
President Bola Ahmed Tinubu has approved the launch of the NINAuth app and directed its use for verification and authentication across all MDAs.
The application provides a secure single sign-on solution for accessing government services and social protection programs while maintaining strict data privacy controls.
The centralized approach to digital identity management represents a significant step forward in Nigeria’s digital transformation journey and its commitment to modernizing government services.
Nigerian Copyright Commission (NCC) has set in motion a machinery to checkmate the booming copyright piracy market in the country.
Copyright piracy is said to cost Nigeria an annual loss estimated at billions of naira.
Despite the absence of a coordinated or official statistics to gauge the quantum of loss, John Asein, director general, NCC, said as far back as 2019, Nigeria lost N918 trillion ($3 billion) annually to digital piracy.
The financial damages severely impact local businesses and innovation efforts.
The commission, in collaboration with the World Intellectual Property Organisation (WIPO), has started a project to develop strategies and tools to address the menace.
Speaking at a stakeholders’ meeting on the WIPO project to address online copyright piracy in Nigeria, Asein said digital technologies have unlocked tremendous opportunities for the creative and innovation sectors.
The NCC boss said technology also poses serious challenges, including online piracy, which he said is growing rapidly.
He said: “Pirate sites continue to emerge rapidly, with statistics indicating a 6.7 per cent increase in user visits. A significant percentage of these users are students aged between 18 and 24, with social media and messaging platforms becoming major gateways for accessing pirated content.”
He added: “No industry is immune. The most affected sectors include television (43.6 per cent), publishing (27.5 per cent), film (12.9 per cent), music (7.0 per cent), and software (6.2 per cent).
“Far beyond mere statistics, the victims are no longer only foreign right owners. Many Nigerians in these sectors have also been bruised and their creative enterprises ruined.”
Nigerian Postal Service (NIPOST) has signed an international mail partnership with KLM Royal Dutch Airlines for improved delivery access to over 200 countries without middlemen.
Tolani Odeyemi, postmaster-general and chief executive officer of NIPOST, described the deal as a “major milestone” for the country’s logistics and postal sector.
In a statement on X on Monday, Odeyemi explained that the new agreement marks NIPOST’s first direct international airline partnership for several years.
“For a long time, NIPOST operated without any direct partnerships with international airlines, relying heavily on multiple third-party handlers,” the Postmaster-General stated. This often resulted in delays, higher costs, and uncertainty around the delivery of packages.”
She explained that under the new arrangement, KLM will directly handle all outbound international mail from Nigeria, eliminating the need for intermediaries.
“This translates to faster and more reliable delivery, reduced risk of loss or damage, lower handling charges, and access to over 200 countries through KLM’s global network,” the Postmaster-General stressed.
According to Odeyemi, NIPOST’s breakthrough came after it began settling long-standing debts owed to international carriers, a step she said was key to “rebuilding global trust” in Nigeria’s postal system.
She revealed that talks were also ongoing with Ethiopian Airlines to bolster regional and continental logistics, particularly on African and Eastern routes.
“Our goal is clear and unwavering: to connect Nigeria regionally and globally, efficiently, securely, and affordably,” Odeyemi asserted.
The NIPOST CEO described the development as a significant win for Nigerian businesses and small and medium-scale enterprises that rely on international shipping, stating, “You now benefit from quicker, more affordable international shipping, greater peace of mind with improved reliability, and new potential to reach and grow in global markets.”
Odeyemi commended the teams behind the scenes and pledged continued improvements in service delivery, adding that the deal signals a turning point for the agency.
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