On a daily basis I manage a number of eMarketing clients who utilize our SEO and Paid Search Campaign Management Services. One of the questions that I am faced with most often is “How do I get the most out of my landing page?”
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.My answer to them is - Optimize and conduct Multivariate testing of the landing pages.

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What is a landing page?
A landing page is a page on your site that a consumer is directed to after clicking on an advertisement or link. It is often a page designed to expand on the service or product mentioned in the initial advertisement with the intended purpose to gain a lead or complete a sale.

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Tips for Optimizing a Landing Page…
• Use a strong Headline that captures the users’ attention immediately
• Optimize the content and Meta tags with a specific keyword focus
• Create a clear Call to action, maybe 2, one at the top and one at the bottom
• Have the conversion form be short and simple: Ask for the least amount of information possible to get a valid lead
• Have intriguing copy to prompt users to submit information: Don’t be pushy by saying “Buy Now”, try using a softer, less aggressive approach, “Trial Offer”. Consumers are more likely to give up their information for something with less of a commitment.

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Multivariate Testing:
Multivariate Testing is probably the most important part of creating landing pages. Landing pages perform differently for different products, services and industries. The best way to find out what works for your target audience is to test. Google offers a Multivariate Testing tool, Google Website Optimizer.

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What to test?• Multiple Headlines
• Different Call-To-Actions
• Different forms, either the number of fields or different fields all together
• Images
• Copy
• Landing Page Layout

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After completing Multivariate Testing, Google Website Optimizer offers plenty of information and statistics to help you determine the best landing page based on conversions and ROI. Once you have determined the best landing page, duplicate it for other services and products you offer and continue to test.

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Use your landing pages in conjunction with your Paid Search campaigns to build your leads and sales and get the best ROI possible for your investment. You can also use these optimized landing pages in conjunction with more traditional advertising such as a direct mail, which would direct the consumer to a product/service specific landing page to complete the intended Call-To-Action. You can use a landing page in conjunction with any online or offline campaigns. Use a landing page when you want the consumer to learn about a specific product or service offering and complete an intended Call-to-Action.

What is your experience?

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