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What is a landing page? It's the entry page that you see when you click from a pay-per-click ad (or email link) to a website. Unlike your home page which has to accomplish many different goals, a good landing page responds only to the specific search term or link. Successful landing pages lead to higher conversion rates and greater returns on your marketing investment. Why landing pages work. Visitors immediately “get” that the content of a landing page is relevant to their search term. They don’t need to navigate to find what they’re looking for. They don’t need to think. They’re ready to move along the conversion process: to submit a form, contact a rep, or make a purchase. Elements of an effective landing page. Good landing pages are simple and highly targeted. They don’t contain anything that’s not essential including the general site navigation. Compelling copy should emphasize the benefits of your product or service and persuade your prospects to take the next step. If you’re asking the visitor to submit a form, it’s a good idea to summarize your privacy policy. You should also offer a toll-free number for people who prefer to call. How landing pages work. One of our clients, TravelStore, a leading California-based travel agency, started a pay-per-click campaign last year. We designed a template that’s easily modified to create a landing page for each destination. So when a prospective client searches Google for “Australia Travel” for example, they click on TravelStore’s ad to arrive at a relevant landing page. The landing page offers just three options: fill out a vacation request form, contact a travel expert, or call the toll-free number. Since we began the campaign in October 2003 the conversion rate is over 38%. Measure the results. Web analytical tools help you measure the effectiveness of your landing pages. Google has a free conversion tool for its Adwords customers. You can learn how to improve your conversion rate by comparing two different landing pages. But change only one element at a time so you know what the impact is of each change.
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More Articles:1. The Common Sense Approach For Designing Websites Think user, usability! Ever visited a website, which has the most dazzling flash graphics, that takes so much time to load. that the aesthetic value of the graphics is just lost on you? Your tired 28.8 kbps dial-up connection at home takes up precious time to load the website, and you want to curse the web designer who did not think of the home user's needs before designing the website. This genre of websites lacks basic usability, which causes immense frustration to users who need to interact … 2. What I Look For In a Website By John Sheridan As my occupation is that of a proofreader, one of the first things I look for in a website is quality copy; to me it’s important that the textual content is clear and concise with correct spelling and proper punctuation. Many websites I have looked at have sadly failed to follow this basic rule and the build emphasis has been centred on flashy eye-catching graphics, quite often at the expense of the copy.Good use of graphics is obviously an asset to any website but there should also be an elem… 3. Newbie Guide to Quick PageRank and Rankings Being relatively new to search engine optimization techniques, I dreaded confronting the mysterious Google aging penalty which, by some accounts, plagues websites for well over a year. Moreover, I figured that achieving a decent PageRank (not that it really matters) would be as elusive as first page Google rankings. Well, after about 3 months of worrying, I'm fortunate enough to say that my newly registered domain has emerged from the depths of anonymity with a PageRank 5 and more importantly, s… 4. Good Web Design – What Is It? By Ryan Fyfe There is unlimited possibilities when it comes to designing a website. Flash, Database, content management, Client Login, etc,etc. A question to ask yourself when deciding how to do your website is:How can I most effectively present my information to my visitorsOf course there are several things to consider like budget but I feel that when talking strictly design it is important to put your visitors as first priority as they are the reason you are building the website. Flash - Flash I find is … |
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