Important Landing Page Tips

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Important Landing Page Tips
By : Mike Smith

Bidding for the right keywords, any pay per click advertiser will tell you, is only the start of a paid search engine marketing campaign. The next step in the process is focusing on the landing page. When a potential customer clicks on an advertisement, the page that he (or she) is led to is called the landing page. Many search engine marketing firms ignore this vital step in the PPC process. A carefully constructed landing page can and will have a positive impact on your site's conversion rate and on your ROI (return on investment). Here are some important landing page tips that can make a huge difference to a pay per click campaign.

KISS

The KISS (Keep It Short and Simple) Principle has long been a software development maxim that is relevant to landing pages in b2b commerce. Most business procurement managers do not need to see marketing clutter on the landing page. A focused and simple approach offering clear value propositions is appreciated more than a long winded paragraph extolling the virtues of your product or service. Break up your information into numbered or bulleted sections that can be absorbed at a glance.

Hook them

It is highly unlikely that a visitor will purchase on their first arrival. A simple way to establish contact that will allow you to follow up is to provide a registration form. An added advantage is the extra information that you can collect. With telephone numbers and email addresses, a web site can contact potential customers independently. In addition to registration, a web site should also have visible links to relevant documentation such as detailed product or service specifications on the landing page. This will ensure that a sophisticated visitor validates your claims as the merchant.

Test, Test, Test

Choose multiple layouts and styles and try each one in rotation. Analyze user statistics to determine your visitors' actions. Track behavior of visitors who converted into sales versus those that did not to give you a clearer picture of where improvements can be made. Armed with this information, you can optimize your landing page depending on what visitors are most likely to read.

Efficient Landing Page Optimization techniques can bring about dramatic improvements in your website performance, and subsequently the ROI. Convonix Inc offers customized Search Engine Marketing strategies including SEO, PPC and Landing Page Optimization to help websites leverage their online presence.

About the author
Search Engine Optimization company in India, Convonix Inc offers customized Search Engine Marketing services including SEO and PPC. Learn more about our consultative approach to leverage your site's online presence.