Standalone Landing Pages

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Create a dedicated page that is targeted to a single conversion goal for a specific product, promotion or audience.
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=== What Problem This Solves ===
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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.  
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=== When to Use This Pattern ===
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*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.  
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*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.)
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*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.
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=== What's The Solution? ===
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Create a targeted landing page for each PPC advert, email campaign (etc.), with:  
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*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.
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*Message/expectations match: ensure that the phrasing and offer closely match that of the advert/email.
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*A single, obvious call to action (button or lead-generation form). These should be [[AB Test Calls to Action|optimised with AB tests]].
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*Integrated measurements (e.g. Google Analytics with goal tracking correctly configured).
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=== Why Use This Pattern ===
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*Increased conversion rates.  
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*Simpler campaign success measurement and accountability.  
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*Less politics and fewer arguments over one or two high-profile pages.
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*Potentially higher visitor numbers through increased SEO.
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=== References ===
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*[http://sethgodin.typepad.com/seths_blog/2006/04/vocabulary_land.html Seth Godin on Landing Pages]
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=== Examples Gallery ===
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[[Image:Webtrends-landing-page.gif|thumb|left|A B2B Webtrends landing page]]<br>  
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=== Categories<br===
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[[Category:SEO_and_Marketing]]

Latest revision as of 11:00, 9 March 2011