With the value of paid search estimated to reach £2billion in the UK in 2007 it is essential that businesses understand the importance of landing pages. Chances are you already know what a landing page is or have guessed it by now - it is the page that is used when someone clicks an advertisement or a search-engine result link.
The ideas is to ensure that the page displays content that is a logical extension of the advertisement or link and has been 'optimised' to get the maximum return (enquiries, sales...)
The things you need to know:
- Test and test again. You should never be afraid to try out hunches as long as you employ split-testing (aka A-B testing) - you may want to look up multivariate testing
- Make sure your can analyse and interpret the results - Google Analytics is free but you may want to get a pro to set it up and run reports
- Tune your PPC (Pay-Per-Click) campaign by running multiple niche campaigns each going to the most relevant landing pages
- Great copy is essential (employ a copywriter or at least read www.copyblogger.com
- Offer incentives to ensure people register and opt-in for future communication (permission e-mail lists could earn you serious money).
1 comment:
Hi Myles. You are right. Companies are wasting money on paid search if they are not sending visitors to specific and engaging landing pages. In fact, we saw the extreme value of visitor engagement and started to create more elaborate, multipage landing experiences. And conversion rates for multipage landing experiences are anywhere from 2-10x higher than they are for single landing pages. Instead of sending visitors to a page with content, copy, and a form, we send them to a segmentation page that gives the visitor a few simple choices to make depending on who they are and what they are looking for, and each subsequent page they land on delivers them more relevant content and information. We do finally ask for a conversion, but not until we've slowly earned their trust and given them something that's relevant to them. If you have time, check out our blog at www.nomorelandingpages.com to learn more.
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