Content Strategy Design Patterns
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Standalone Landing Pages
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Standalone Landing Pages
Create a dedicated page that is targeted to a single conversion goal for a specific product, promotion or audience. === What Problem This Solves === Users aren't getting enough specific, relevant information in order to commit to a transaction (purchase, subscription, form completion, etc), or are becoming confused about multiple offerings / choices, and are therefore making no decision. === When to Use This Pattern === *Your AdWords adverts aren't ranking highly and/or your cost per click is high, due to a poor quality score of the generic page (e.g home page) on your website that they link to. *Your website has a low conversion rate (i.e. the ratio of people who purchase to total visitor numbers) or inconsistent conversion rate across target segments (demographics, industry verticals, etc.) *Your website covers a wide range of topics that are unsuccessfully vying for attention on the home page, and/or attract a relatively low amount of search engine traffic. === What's The Solution? === Create a targeted landing page for each PPC advert, email campaign (etc.), with: *A focused, simple message and design. A clear hierarchy of imagery and headings should linearly guide the eye through the information they need. Use a single, large heading. *Message/expectations match: ensure that the phrasing and offer closely match that of the advert/email. *A single, obvious call to action (button or lead-generation form). These should be [[AB Test Calls to Action|optimised with AB tests]]. *Integrated measurements (e.g. Google Analytics with goal tracking correctly configured). === Why Use This Pattern === *Increased conversion rates. *Simpler campaign success measurement and accountability. *Less politics and fewer arguments over one or two high-profile pages. *Potentially higher visitor numbers through increased SEO. === References === *[http://sethgodin.typepad.com/seths_blog/2006/04/vocabulary_land.html Seth Godin on Landing Pages] === Examples Gallery === [[Image:Webtrends-landing-page.gif|thumb|left|A B2B Webtrends landing page]]<br> === Categories<br> === [[Category:SEO_and_Marketing]]
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