Google Adwords is a crucial tool for today’s digital marketers. But while many focus entirely on Cost Per Click (CPC) management and keyword targeting landing, the importance of landing pages is placed on the back burner. Landing pages are optimized web pages designed for people who click on your ads. Once a user clicks on your Google ad, the landing page is where they arrive. The common component that is wrong with most Pay Per Click (PPC) strategies is that the ads are linking to a homepage or link cluttered registration page.
Landing pages should also attend to the specific stage of the buying cycle for each user. Have they interacted with your site? Or is this the first time they've ever encountered your brand? By using landing pages with focused and specified calls to action, content, and click through pages, you can augment your strategy to spur greater conversions.
Journey to Conversion
When you link a PPC ad on Google to your business’ homepage, you are very likely to confuse the visitor. Once a user clicks the ad they arrive at a page with dozens of potential links to click through, usually accompanied with an overabundance of content. By understanding that your ad should... Read more
Are your prospects taking the action you want on your landing pages, or are they exiting before taking action? Thanks to Google Analytics “bounce rate” has become a common metric in evaluating web page impact. So what do you do when you see a high bounce rate on your landing page? First off, don’t assume it’s the offer that’s wrong.
One of the common mistakes in digital marketing is assuming that users have enough information to make a decision and take action. Unlike traditional direct mail pieces, digital attention getters don’t often have enough room to tell the story. Unless you’re using rich media, banner ads offer limited opportunity to move a person to action, the same can be said for Paid Search ads, SMS ads and Tweets. These methods are similar to the envelope in direct mail. They do just enough to pique the user’s interest, but they aren’t going to make the sale. You need to make sure your landing page (or micro site if necessary) fills in the details necessary to encourage the prospect to interact.
It’s also important to let users consume the content the way they want it, not just in the linear form you’ve imagined. One... Read more
It's the end of July in Texas. And it's hot. I'm ready to go in search of cooler climes. No deadlines. No to-do list. Nothing but me, my Harley, and the highway.
I love the prospect of exploring my way to, say, the Sangre de Cristo Mountains of New Mexico. But what if instead, I were to suddenly drop by parachute into North Korea? Dude, I don't know anything about North Korea. I'd rather melt under the Texas sun.
What does North Korea have to do with landing pages, you ask? The way I see it, when a customer clicks on an email and ends up on a poorly planned landing page — or worse, gets dumped on the home page — it's a lot like dropping them into North Korea without so much as a map.
Okay, maybe that's a little extreme, but it isn't pretty. Without a landing page that's designed to close the sale, customers will bail. And fast. So the big question is, how do you turn a landing page into a closing page? Well, here are eight things to start with:
1. Continue the story. Think of the landing page as your chance... Read more
Half of all the people clicking on your landing page bail out by the time 8 seconds elapse according to SilverPop. Optimizing landing pages is the fastest, easiest most cost effective thing you can do to improve sales, lead generation and customer engagement.
Each minor step you make will increase process flow and drive incremental conversion. The objective is to instantly orient visitors and make it as easy and as intuitive as possible for them to do what you want them to do. Everything starts with the understanding that a click onto your landing page is a gift from God with a half-life of a nuclear isotope. It begins degrading as soon as it granted (8 seconds) and it represents the BEGINNING of the conversation not the end.
As a site operator or marketer you must do everything possible to extend the 8 seconds into a registration, a download or a sale. Most of the moves are logical and require no extra technology. According to MarketingSherpa, the average e-mail landing page converts between 5.6 and 11.3 percent of those who click, depending on the offer. E-commerce landing pages produce conversions in the 5.6-7.6 range.
So here are the "rules" -- for LANDING PAGE OPTIMIZATION --... Read more