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=== What Problem This Solves === | === 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. | + | 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 === | ||
- | *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 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 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? === | ||
- | + | 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 === | === 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 === | === References === |
Page last modified 9 March 2011 by . Created by: Admin