AD:TECH - 3 Laws Of Ad Landing Pages

[Garrett]

Michael Grover is the Director of Marketing for CMP Media. He gave a pithy presentation on ad landing pages, and reminded us of a recent Marketing Sherpa finding. Optimized landing pages can increase your sales or desired actions by 400%. He flashed a six foot high "400%" on the projection screen to emphasize this point.

And then he launched into his three laws.

The first and foremost law is that your landing page is a part of your ad. You must consider them as one entity, "one being," as he put it.

Another important aspect of the first law is that you must strip out extraneous links on your landing page. Keep look and feel similar to the ad you sent originally though.

So determine the path you want people to take, walk them down that path, optimize that path, and make sure you put other offers on later pages.

His second law is that not all clicks are the same. You need to cookie your visitors so that you can track their activity on your site, and present specific pages to people who have already done specific actions.

His third law is that you must be a lead farmer, rather than a hunter. Find a publication you like and hire them to build content that wil serve your audience. In that way you can grow your own audience.

[TrafficProducer]

landing pages can increase your sales

This is, I believe very true. If your using PPC, Pay Per Click then get that PPC keyword to link to the page.

(Users have spent half an hour looking for that Keyword item and not found the details they want.

ALL details about the item must be available.

Colours, size, Postage, taxes, voltages, even daft stuff, (length of wires, fuses fitted) etc..

Give Links to more details if possible; open a new page if needed.

[burkey]

Perhaps I misunderstand what you're saying, which is all well and good, but it struck me that maybe you've got your cart pulling the horse.
Landing page and ad as one being is fine, so long as the first order of business is to point out, or create, a NEED. The NEED is a question that your product will answer. I just think the question should be asked before you answer it.
The technique is known as "pre-selling", and conditions the visitor to be in a receptive mood when your product is introduced.

[dealercrm]

His third law is that you must be a lead farmer, rather than a hunter. Find a publication you like and hire them to build content that wil serve your audience. In that way you can grow your own audience.

It seems as if his comments are specific to media buying online (ex. banners, links, co-reg, etc), however like TrafficProducer mentioned this same technique is true for your PPC ads.

My question lyes in the quote above. Am I finding a online publication for their professional design skills or their knowledge of their specific audience to tailor the highest converting message?

Presenting content in a channeled way for a prospect is a great concept. Can anybody share any tips and techniques in addition to the above three rules?