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Welcome_to_Your_Website
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Do visitors know what to do when they arrive at your website?
Landing pages welcome visitors more effectively than your home
page because they are relevant to the specific Search term used.
They're also better at converting visitors into customers.
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.
About the author:
Barry Harrison is the author of "REDiTIPS" eMarketing Newsletter
and a partner in Resolve Digital, Web Strategies for the Real
World.
Visit his site at http://www.resolvedigital.com or email:
barry@resolvedigital.com
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