Standalone Landing Pages

m (Protected "Standalone Landing Pages" ([edit=autoconfirmed] (indefinite) [move=autoconfirmed] (indefinite)))
 
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=== What Problem This Solves  ===
=== 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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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  ===
=== 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 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 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.
*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?  ===
=== What's The Solution?  ===
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To do
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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).
=== Why Use This Pattern  ===
=== Why Use This Pattern  ===
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To do<br>
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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.
=== References  ===
=== References  ===

Latest revision as of 11:00, 9 March 2011