Landing Pages and the Customer’s State of Knowledge

    January 8, 2007
    WebProNews Staff

I wrote before about creating landing pages completely focused on the use of words that your customers use.

I’ve also stressed about using landing paths instead of landing pages and now I’ll talk about landing page by customer’s state of knowledge.

Your every website visitor is different and unique even though it might be the same target market.

One visitor might know a lot about the product you have, another can be in the first stage of learning about it. How much could you increase your conversion rate if you could separate potential customers by the “state of knowledge” (familiarity, want, need, etc. of your product)?

Look at the keywords people use to get to your site. Some keywords are for those visitors who know a lot about your industry, other keywords are used by “fresh meat“.

Based on the keywords, create relevant landing pages to target the customer.

Almost every company has their own 100+ different keywords to describe their service or product.

One keyword could tell you that your visitor knows exactly what he/she is looking for and another keyword can tell you that this person is just starting to learn about your industry. Take this knowledge and target these groups separately with different landing pages.

Take for example a medical monitoring industry. One visitor can type in a keywords that’s industry specific such as “medical monitoring” and then there is a different visitor who will type “that emergency button on TV”.

Now these two visitors, even though they might fall into the same “target audience group” are very much different in what they already know and how they interpret the information on your website (landing page).

Look into your keywords and what your visitors type to get to your landing page.

Try to structure your landing pages by the “customer’s knowledge” and see the effect. If you were selling to customers on the floor (in the store), would you use the same lingo for both, knowledgeable and not so knowledgeable customer?



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Igor Mordkovich is an in-house marketing director for a NYC based online company. He also writes a personal blog on search marketing and advertising.

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