Friday, July 28, 2006

11 Ways To Improve Landing Pages

11 Ways To Improve Landing Pages


You’re about to launch a big online marketing campaign complete with media buys, search engine placement, banner ads and blog buzz. You’ve tested your creative and your clickthrough rate is strong. You know once you go live, tons of targeted traffic will be hitting your site.


Time to sit back and relax, right? Not quite yet.


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Conversion’s the Word


Upon arriving at your site, you want the visitor to do something (e.g., register for your newsletter or buy your product). Your site is not successful until that desired action is taken. When a visitor takes that desired action, you’ve had a conversion. If you have millions of visitors coming to your site daily and no one converts, not only do you have an unsuccessful marketing campaign, but also a big hosting bill.


Attracting traffic is easy. The tricky part is converting it. And that’s the purpose of your landing page.


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What is a Landing Page?


A landing page is the page visitors arrive at after clicking on your promotional creative.


Your landing page has to convince the visitor to stay and (depending on your goal):



  • Fill out a form (but people hate filling out forms)

  • Provide personal details (but people hate getting spammed)

  • Buy something (but people hate being scammed)

  • Read a lot of information (but people really hate reading)

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