Posts Tagged ‘effective landing pages’

Tips to Creating an Effective Landing Page

Wednesday, February 17th, 2010

If your business is spending marketing dollars on search engine optimization, paid search campaigns and social network marketing, the creation of landing pages can be a great way to increase your conversion rates.  The idea behind a landing page is to create a place to direct your customers that is customized to whatever search phrase or marketing promotion that you you are advertising.

Your business will want to present a clear path to the visitor which will direct them to whatever you consider your conversion point. This can be anything you wish, but you want to focus on something that is measurable. Some examples include driving a visitor to fill out a lead generation form, make an online purchase or even call a specific phone number on the page.

Here are a few tips to create better converting landing pages:

1. Keep it targeted – Keep the copy on your landing page targeted to the source of the lead. For example, if you are using pay per click advertising, and a customer clicks on your ad for the keyword “Geist Web Design”, the resulting landing page should reflect your web design services that you offer to Geist businesses. Another example would be if you were to send out a mail piece, driving the recipient to a specific landing page with a 25% off discount. For the best conversion possible, reflect that same 25% offer on the landing page and offer a conversion point, such as a lead gen form or online ordering option.

2. Keep it simple – The last thing that you want on a landing page is for the visitor to be distracted. Your goal is to make the page clean and to the point and make it very clear as to what you would like them to do. This would include excluding any loud backgrounds, visual embellishments, online video or animations that could distract them from the conversion point.

3. Track your results – If you are an active follower of your website analytics, you will quickly be able to spot the traffic that is being directed to your landing page. This is typically monitored through the entry page portion of your analytic program. This will help you gauge the number of visitors that coming in to your page, but from there, it is important to monitor your conversions. Again, this can be an online order, an online inquiry or a phone call. If you are using a phone number, try to use a unique number, if at all possible. If you are using a lead generation form, be sure to customize the form so that you know where it came from.

For more information about creating effective landing pages for your online and offline marketing campaigns, contact Angie Commorato at 317-417-7070.

Angie Commorato is an Indianapolis website marketing consultant and owner of a&g Digital Consulting, LLC.