At Pubcon 2009, the Best Tactics in Landing Page Optimization session covered some common sense, and some not-so-common sense tactics for building the best landing page for your search campaigns.
Moderator: Ken Jurina
Speakers:
Tim Ash, CEO, SiteTuners.com
Brad Geddes, Founder, bgTheory.com
Kate Morris, Founding Demon, Marketing Demons
Joanna Lord, CMO, YourJobStop.com
Here’s what they had to say:
Kate Morris started off with some key elements that make up a good landing page:
An example of a great landing page from Bose:
Structure:
Relevant content:
Landing page length:
Visual Interest:
Navigation:
Metrics:
In conclusion, all what works for one company or one product may not work for another. What works & rates of success are all relative, so test multiple landing page variations and pay attention to analytics.
Brad Geddes
Brad’s first point is the importance of putting yourself in your visitors’ shoes. When users land on your landing page the first thing they think (whether consciously or subconsciously) is “Am I in the right place?”
Brad suggested that we should test conventional wisdom – just because it’s right for most products, doesn’t mean its right for yours.
Joanna Lord
Joanna started off with some great landing page statistics:
Some ways to make more money by spending less.
On-Site tactics
Testing
Tim Ash
Tim Ash gave some great tips along with some tools for testing your landing pages.
Tools include:
One common theme of the landing page sessions at PubCon 2009 is that landing pages are guaranteed to increase your conversions for paid search. Every company paying for keywords should test different landing pages for optimal conversion.
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