Category: Landing Page Optimization

Top 10 Landing Page Optimization Tactics

Friday, 02 November 2007 13:01 Written by Desmond White 2 Comments

plane-landing.jpgIf you are involved in PPC campaigns, landing pages are critical to your success. If you run email marketing campaigns, landing pages are critical.In fact, landing pages are imperative to organic search engine marketing, press releases and predominately any Internet marketing efforts. Internet experts know that it is well worth it to spend ample time in the developing of the landing page for it is the source of your information and recuperation. Below I will give you my top 10 Landing Page Optimization Tactics
  1. Keep it simple - In today’s “gimme it quick or I’m out of here” world you have to keep your landing page very focused and pretty simple. You all know how annoying sitting staring at your computer reading information that may or may not be pertinent. Everyone does too much of that anyways. Assist the visitor to your landing page so they may digest what you have to offer quickly and with ease. Use bullet points and short paragraphs
  2. Tell visitors where they are - For example: when people click on an ad in a Readers Digest email newsletter or just a link in a solo email they are being transported from one medium to another via the web. Putting the heading at the top of the page for them to read first when they arrive is comforting to the user, so they know that the navigation was a success. That eliminates the first question that a visitor may have, “where am I?”
  3. Don’t take over their computers – Some landing pages get too tricky trying to impress their visitor. This generally just frustrates them because they have lost control , and the easiest way for them to get it back is to just click on the browser window and close it. Then kiss that one goodbye. Also remember that many computers aren’t running the most up to date software, therefore they may not be able to view some of your brand imaging, thus not letting them view the site. Many computers and systems have firewalls that prevent those programs from running. Just keep it simple and you will please most everyone.

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TIP: A Formula for Multivariate Testing

Tuesday, 17 July 2007 14:11 Written by Michael Myles 0 Comments

monkey1.jpgJust a note: if you plan on taking advantage of the multivariate-testing features offered free as part of the Google Adwords Website Optimizer, you better make sure you have a lot of traffic. Use the following equation to determine how much:
Number of Combinations = (Daily Unique Visitors * Conversion Rate * Days to Run / 15)
This formula assumes that you will need at least 15 conversions on any given variation to make a sound decision. So for a website that wants to run a test for 7 days, and receives 500 uniques a day, with a 5% conversion rate, they could only have a total of 11 variations. This is useful information, as I made the mistake of having about 30x too many variations. This led me to essentially waste my time, and learn almost nothing useful. Learn from my mistake. Less variations is better unless you have a ton of traffic and a high conversion rate. If you just don’t get much traffic, you can always just resign yourself to increasing the number of days you are willing to run your test. I personally had to move the test period up to 14 days to get a really good sample of results for the landing page for our CRM software.

Optimizing Landing Pages

Tuesday, 10 July 2007 10:04 Written by Michael Myles 0 Comments

Rand Fishkin of SEOmoz has posted what I believe is a very informative article on how important landing page optimization really is to the total effectiveness of a website.
If Google sent SEOmoz 10,000 extra visitors per day, it wouldn’t be nearly as valuable as increasing our current conversion rate by 1/2 of 1 percent.
I believe that the same probably holds true for all websites that have yet to strategically and thoughtfully optimize their landing pages. Of course this process relies on good web analytics and conversion tracking also. Rand also linked to some websites, of which I found Jonathan Mendez’s page to be excellent.