Maximise the conversion rate of your landing page

With the growing popularity of key word buying (Google’s shares were valued at $288 on the morning of the 6th September for those interested), increasing numbers of companies are deciding to invest there in order to see if it is worth it. Many of them, however, soon end their endeavours affirming that the results were not as expected and that this marketing approach is not very cost effective.

Upon closer investigation, we can note that in most cases the companies that didn’t succeed in making a profit buying key words have one thing in common: they don’t place much importance on their landing page. For those unfamiliar with this term, the landing page is the page that’s returned to an Internet user when they click on an advert, a link, an e-mail or even when they type in a web address they saw on the TV. It is of crucial importance since this page has the hard task of converting the visitor so that they subscribe to a newsletter, become a member of your site, or better yet, buy your product.

If your goal is to secure conversion ratios in double figures rather than 2%, here are some tips on creating your pages. If you don’t know the conversion rate of your publicity…read it nevertheless, but know that it’s high time you calculated them:

One landing page = one goal

Too many marketing executives put emphasis on quantity rather than quality. This principle is truer than ever on the Internet where it is crucial to define the goal of a landing page and remove all elements that could obstruct the Internet user in completing this objective. Remove links, buttons, useless text, and concentrate on the elements which will convince the visitor to act.

Use simple and concise forms

Evaluating the information you need to know about your visitor is paramount. In fact, too many online forms contain fields as far as the eye can see. Are all these fields necessary? Generally not. In most cases this information could be collected during subsequent visits to the site, thus limiting time associated with completing the landing page’s task, consequently increases the conversion rate.

Use search engine information to customise your offering

When an Internet user clicks on one of your text adverts in a search engine, they have used a word or expression to drive their research. Key words associated to this research are an extremely powerful indicator of what the Internet user is looking for. Consequently, why not use this information to personalise the landing page returned to this user? By doing this, your offering will be more attractive and profitable in terms of conversion.

Dozens of similar tactics can be listed to help you create your landing pages more effectively. They are however generic guides which don’t necessarily connect to your objectives. Therefore don’t hesitate to share your aims and concepts with us so that we can evaluate how your landing pages can be optimised to attain your goals.

Other insights on landing pages in this article.