Landing Page Optimization

WHY LANDING PAGES?

Customized landing pages can have a substantial impact on your campaign results, up to 70% according to Marketing Profs.

• Landing pages drive lead generation by synchronizing site and ad experiences.
• They build trust and shorten the buying cycle by simplifying the experience and immediately giving visitors what they want.
• They’re easier to create, test and optimize than standard website pages.
• Landing pages provide better insight into visitor segments than standard website pages, which tend to have more generic content. Specific messaging drives your target audience to a landing page to take the desired action (e.g. filling out a form, entering a contest or placing an order).
• A focused landing page message is a strong indicator for higher rankings with search and pay-per-click engines.

THE CONVERSION PAGE

The conversion page, AKA confirmation page or thank you page, lets visitors know their requests went through.

• Required for tracking if using Google Website Optimizer to analyze and improve performance.
• Reinforces the relationship by thanking customers and helping them feel valued.
• Provides options for sharing, recommendations and testimonials.
• Creates an opportunity to upsell with additional, complementary offers.

LANDING PAGE SEO

88% of web searchers are likely to click on the result that contains the exact words searched. SEO is as important for landing pages as it is for your web site, according to Performics.

• Research the keywords/phrases your target market is searching in relation to the information your landing page presents.
• Note that you now need to use Google’s Keyword Planner tool, available only by logging into your Adwords account, to access Google search data on keywords and phrases.
• Naturally integrate those keywords and phrases into the landing page copy wherever you can.
• Optimize html elements by including keywords in ALT text, captions, and graphics file names.
• Incorporate these words, phrases and tags into the initial part of a given page’s content, but don’t overdo it.

OPTIMIZING CREDIBILITY

Encourage action by easing anxieties and answer uncertainties, establishing trust and instilling confidence.

• Make sure your page is professional looking. First impressions matter!
• Rely on a readable URL, incorporate your logo at the top of the page, and provide links to your “about us” and “small print” details.
• Display trust badges (Verisign, credit card logos, etc.) and place these graphical elements above the fold to influence decision makers to complete the purchase or request information.
• Add testimonials or case studies to your landing page build confidence with actual names when possible.
• Include your telephone number and email address if the reader wants to contact you for more information. Google is no longer giving away keyword information.

Google has changed how you can access its data banks of search keywords and phrases. You now need an Adwords account to access its new Keyword Planner tool.