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ACCM: 15 Landing Page Tips

Main idea: Test, test, test

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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 WebProNews Videos.  Keep an eye on WebProNews for more notes and videos from the event this week.)

A panel of experts spoke about landing pages at the ACCM conference in Orlando. The panel included American Eagle veep Tim Walter, DMinSite sales and marketing team lead Karen Crist, and Budk World Wide VP of Ecommerce Gavin Galtere.

When developing landing pages, Walter said there are two obvious places to start: paid search and email. "Don’t only do Google," he said. "If you do you’re leaving a lot of dollars on the table."

Email is the cheaper route, and allows more freedom and speed in testing. "Paid search is more difficult because it’s not in your face," said Walter. As might be obvious, email puts a marketer’s message directly in front of the consumer whereas search requires not only the consumer to actively seek out but to not be blind to advertisements.

As an extension to that, Crist noted that landing pages should not be subtle. She prefers the "buy it now" approach, especially with smaller ticket items for sale that don’t require a lot of research.

Knowing the intent of the consumer then, plays a big part in developing a landing page. Galtere echoed this sentiment by admonishing marketers to make sure the landing page matches where the consumer expects to be taken. "I hate to see someone come in and hit the search button immediately. That’s making consumers work too hard.

Between the three of them, they delivered a pretty nice set of tips for getting the most out of landing pages. They are as follows:

1.    Get top-level buy-in for strategic projects; not all projects produce immediate sales, but have more strategic implications for the business.

2. Create urgency, such as a deadline to increase CTR and conversion

3. Print destination URLs on pages in your catalog

4. Sepertate CSS and data points for ease of use

5. Make sure landing pages deliver on a promise that drove the shopper to the site with consistent products, benefits, offers and branding

6. Split test different paid search landing pages

7. Split test different email landing pages. Don’t throw consumers to a category page, but a specifically designed page using the email messaging, creative and extended product offering

8. Track key performance on all pages

9. With landing pages – think like a consumer

10. Test, test, test

11. Have a platform that enables marketing staff to market.

12. Be prepared to make changes fast

13. Optimize landing pages for natural search with readable URLS (no special characters), included on site maps, no Flash, no duplicate content

14. Keep landing pages up longer than you think. If you are working with outside agency to host, require minimum of 3-6 months hosting

15. Look at competitors landing pages. Your customers are likely searching multiple sites for a product. See what they are seeing.

 

 

ACCM: 15 Landing Page Tips
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  • http://www.brane.com.br Peter (IMC)

    "When developing landing pages, Walter said there are two obvious places to start: paid search and email. "Don’t only do Google," he said. "If you do you’re leaving a lot of dollars on the table." "

    I don’t agree with that. Google gives (in most cases) the best ROI and unless you need more visitors than Google manages to give you, there is no need to use other systems as well. Throw part of your budget in another basket and on that money you get a lower ROI. That can not be the goal and is in fact leaving a lot of dollars on the table.

    Of course it is always good to test to make sure that you do get the highest ROI.

     

  • http://www.ZillionWishes.com Dorothy Minichiello

    I have always paid to have a website complete and ready to go  for me.  I have decided to go it alone and these are great tips.  It is a chore to figure out where to begin and I notice there are many website/webpage building "novice’s" out there these days! (besides me!) 

    Everyday is a learning process! 

    Thanks for sharing and helping!

    Dorothy Minichiello

     

  • http://www.youtube.com/watch?v=1djbNnmRstQ Affiliate Marketing Guide

    Google has an excellent ROI and that’s a fact!

  • http://www.enudge.com.au Heather Maloney – eNudge

    Well collected synopsis, thanks Jason.  I’m sure my clients will benefit from the article.  I think it’s interesting that you make the point about Email being more quickly testable than Paid Search – people seem to forget that.

  • Peter K

    Possibly proof read your pages ?
    see .. 4. Sepertate CSS and data points for ease of use

  • http://worldbestreviews.com/wealthy-affiliate-review/ guido mueller

    Out of all the mails I get from you guy’s and others I’m happy that finally someone mentioned this issue.

    Your Landing page is the ONLY thing a visitor will see before he buys some or leave without to do anything at all.

    Pay very much attention to this, and don’t be shy to CHANGE and adjust your site if the results are not as expected. 

    You should split test all till it’s perfect, this I do with all my sites, as well with this site here about Internet Marketing resources.

    So be aware and make a simple test yourself in respect to your landing page. Read it loud and think about if YOU would buy some based on what you read.

    G. 

  • http://www.bigmowers.com Toolboxhero

    Split testing is very important.  I ONLY use PPC to test keywords (24 hours) and rely on Google for the rest of the traffic. Long tail keywords and a blog work well for me instead of an email list.

  • http://www.posicionarsitio.es H

    Could you please give more info about the point  "8. Track key performance on all pages"
     

    Thanks

     
    Héctor Iglesias Barnech is the General Manager and Content Coordinator for www.posicionarsitio.es and www.efectivaweb.com and many others.  Feel free to contact info@posicionarsitio.es
    Héctor Iglesias Barnech es el Director General y Coordinador de Contenidos de www.posicionarsitio.es y www.efectivaweb.com entre muchos otros sitios webs. Contáctenos a través de info@posicionarsitio.es

     

  • http://www.catskillwebsitedesign.com/ Scott (CWD)

    Nice info!

    Giving your visitor a clear action to take on a landing page is critical. Folks will not stay and try to figure out the "next step". Starting the funnel process is very important.

  • http://www.lowongankerja2009.com/ lowongan kerja 2009

    thanks for its article.. very helpful.. :)

  • http://www.m4s73r.com/ Internet Marketing Indonesia

    thanks for your article. Very help me. I will more like visit to webpronews site. :) Fantastic

  • http://www.myhinode.com Luciano

    Thanks for the info. Nice to know how things work…

  • http://www.semwisdom.com/blog Maria

    Check out the ten tips that I’ve seen work miracles for my clients: http://www.semwisdom.com/blog/featured-article
    Hopefully, together with the 15 tips in the article, you’ll get closer to having a great page that produces great results!

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