When is a Landing Page Used

1) One of the most common landing pages you will encounter is those built with PPC in mind. Traffic is sent from a PPC (Google Adwords) campaign to a number of landing pages. Each landing page corresponds with the keyword a user has typed. For example if I have a store that sells red widgets, blue widgets and green widgets, I will make sure a user is brought to the correct landing page based up their search i.e. if a user types “best red widgets in town” they are brought to the red widgets landing page. There is a lot of money to be gained in knowing how to put together an optimised landing page when it comes to Google Adwords.

2) Another example of a landing page are those created for display campaigns, so when you click on a banner or sponsored graphic, you are brought to a specific landing page.

3) Landing pages will often be created during an email marketing campaign. Within the email a link is given and this will bring the user through to a specific landing page.

How to Create a Great Landing Page

One of the worst mistakes people make is to drive traffic from a PPC, Display or Email campaign to a generic landing page such as the home page. This is a sure fire way to blow a budget with very little few results. Each page of a website can be thought of as a landing page and should always present an opportunity for your user to move towards the intended goal. Here are some great tips to keep in mind:

1. Clear Call To Action

Always tell your visitor what to do, never leave them guessing as to what action they should take. When using a short landing page, insert two call to actions, if using a longer landing page, increase this to between 3 and 5.

2. Headlines That Speak to The Consumer

Always make sure your headline relates to where the user just clicked from i.e. the ad they clicked. This will ensure they are immediately engaged with your offering.

3. Make Results External, Tangible, and Measurable

Tell people in plain english what the benefits of your product are. For example if you sell a weight loss product, telling people they will feel a great sense of achievement and perseverance after using the product will not yield many sales. But if you said they will loose 10 pounds and have more energy to play with their kids, it makes your copy a lot more compelling.

4. Don't be self absorbed

No one cares about you or your company. When writing copy for your landing page address the people who are interested, change “we” to “you”

5. Make use of the space

You have all the space in the world so make sure your landing page is formatted correctly and easy to understand.

Knowing What to Measure

Whatever the conversion rate of your landing page it can always be improved upon. Never assume you have reached the optimum number. Consider the following:

1. Conversion Rate

The conversion rate of a landing page is the percentage of visitors who took a desired action i.e. sale, opt in etc. A typical conversion rate for a retail site is between 1 and 2 percent with the average lead generation site between 5 and 6 percent. That is a huge amount of people who are not going onto the next step. Imagine you could improve the conversion rate by a single percent, how much extra revenue would this mean ?

2. Bounce Rate

The bounce rate of a page is the number of people who came to your page and left with proceeding any further. Perhaps best put by Avinash Kaushik this is the number of people who visited your site, puked and left. Effort should always be made to reduce this figure.

3. CPC (Cost Per Click)

Your CPC is how much you are paying Google for a particular keyword. This figure is calculated by Google using a number of different metrics. One of this is the quality of your landing page. CPC costs are something you should always keep track of and try to improve upon.

The Good News

The good news is we have made this all a whole lot easier for you. Ezminisites have years of experience in to draw upon and we know how to make an effective landing page. What's better is you can get landing pages for life right here