"We want to identify the shortcomings that are causing blockers in a user’s path:

• Is the content actually relevant to the user? 
• There could be a lack of confidence and you need a way to build credibility and brand cohesion for the landing page.
• Is your user not reaching the call to action? Tweak the design elements to draw more focus to a particular section or revisit content hierarchy.

If you feel there is still a disconnect in communication of your users’ goals, consider the possibility of using in-person usability testing prior to launching a campaign.  There’s multiple directions your designer can take, but it all starts out with understanding your users."