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| - | + | 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]] | ||
Page last modified 9 March 2011 by . Created by: Admin
