Landing Pages

Mistakes

“Poorly chosen or poorly designed landing page negatively impacts conversion rates”(Quoted on Overture)

Using your homepage as a landing page

Sending to landing pages that use too many keyword phrases

Poorly designed navigation

Targeting international users with one site in one language

Poor call to action

5 Steps to success

1. Be Clear

Determine what is the end goal of the landing page (Lead, Sale, Email) & target

Quotes from respected third & editorial sites

Clear and Concise Return Policy

Good Copy = Good Results – Don't ramble on but beware don’t be too simplistic either.

Interesting find: Germans on average prefer very detailed copy aboutthe product where Americans require smaller amounts of data.

5 Steps to success

2. Aggressive

Strong call to action

Work your landing pages in conjunction with other ads throughout the company

Maintain brand and website look & feel

5 Steps to success

3. Creative

Combine usability with design

Location of ‘Buy Button’

Combine Text links with Image links

5 Steps to success

4. Localized

There is more than English spoken in the World

Are you targeting a UK audience or Italian audience?

Give them multi language purchase options

Focus your localized energies & filter out areas that don’t buy

5 Steps to success

5. Analytical

Web analytics tools are a must – Don't just guess what is going on. Try www.clicktracks.com Free Trial and also www.webtrends.com

Use A-B testing as much as possible to quicken the analysis of your landing pages

You have to know exactly who is visiting from where

Do research on products and users

Good Example

Good Example

Testing Testing Testing

Think of the landing page as a constant work in progress rather than amasterpiece

Building a compelling landing page is not an exact science, be flexible andresponsive to your buying audience. Realize that even the smallest change

canaffect conversions.

Change the Masthead of the Landing Page Change the location of the Buy button Change the style of the copy (fluffy or techie) Change the length of the copy

A/B TestingUse TradeDoubler’s EPI tool

A small improvement can have a big impact on profitability!

Questions?