July 18, 2007 Comments
When it comes to search marketing campaigns, your landing page is one of the single most important factors in whether a site visitor converts to a customer or not. A good landing page can increase your conversion rate several times over and a bad one can send visitors scrambling for the back button. With that in mind, MarketingProf's Michael Fleischner offers up seven ways to improve your landing page.
Suggestions like big, bold headlines and offering something for free are common suggestions. Fleischner goes beyond those and offers up thoughts like:
Time-Bound/Limited Offers
Create a sense of urgency with an offer that is only valid for a short time. You may also make your offer available to a limited number of new registrants. Either method works for creating urgency and encouraging a purchase.
You will need to test your time-bound offers to identify the time frame that works best for your potential customer base. The same is true for limited-time offers.
Offer Multiple Payment Options
Believe it or not, some marketers only provide one way for prospective customers to order their product or service. Unfortunately, the world doesn't work that way, nor should it.
Give users multiple options for how they pay: from credit cards to PayPal, the more the merrier. Also, be sure to include an 800-number for any questions they may have.
Of course he wraps up his other five suggestions by pointing out the need to test, test and test again.
There is no perfect landing page, there's only a "better" landing page than what you have now. Testing variations of your landing page and then continuing to tweak the versions that work well is the best way to eventually end up with a killer landing page and fantastic conversion rates.
What can you do to make your landing pages better?
(Hat tip to Big Maketing for Small Business)
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