WebProWorld
Landing page optimization and multivariate testing are two elements of online marketing that go together, and can make a world of difference when it comes to revenue. It’s a simple concept. Test different versions of landing pages, and tweak them based on what works.
While the concept behind testing and optimizing is simple in theory, the results that can come with enough attention to these things, can have a tremendous impact on a business’s success.
It took a long time for big companies to enter the world of search marketing, and once they did there was sudden fierce competition for the moms and pops out there eking it out online. Now, as then, those same moms and pops can outmaneuver the big boys by capitalizing on bigger company weaknesses. Today’s advantage: landing pages.
Passive is for the old ways of taking in media content. Active Internet users seek what they want, when they want it, and expect to find it fast.
There’s an art to landing pages but the end goal is the same for all of them: Getting the prospective visitor to take a desired action. Accomplishing this is a matter of patience, thorough testing, and intuiting a visitor’s desire. (Coverage of the ACCM conference continues at Murdok Videos. Keep an eye on Murdok for more notes and videos from the event this week.)
I have been spending a great deal of time lately working with clients on landing page optimization. Here are a few factors to always consider when working on designing and improving your landing pages…
(1) Keep Focused on Your Primary Objective
Email marketing campaigns need better landing pages according to a Silverpop study "8 Seconds to Capture Attention: Silverpop’s Landing Page Report."
If want to make Google richer without making any money yourself, then stop reading. You don’t need to worry about conversion rates or landing pages. But if you want to grow your own revenue using search engine marketing, then you must pay attention to converting your clicks into leads.
Now that Google Website Optimizer is out of beta, more businesses will begin testing their landing pages to improve conversions.
As I was fairly familiar with the basic product features already, Google’s Tom Leung and I had the chance to talk informally about some of the benefits of putting this product in many hands.
Blogosphere buzz surrounding Google’s recent algorithmic changes to the way in which in evaluates landing pages for index inclusion and minimum bidding for keywords has propelled many site designers into a mindset revolving around updating, optimizing, and even totally revamping landing page content.
I wrote before about creating landing pages completely focused on the use of words that your customers use.
