(sorry about the formatting, it was a word doc write-up)
Landing page points to know about:
•LPs should be formatted so that the desired action (i.e. download, buy, lead form, etc.) should be at the top of the page.
•Content should not seem mysterious or vague as this creates a sense of alert. This can be bent slightly if used to prompt awareness or put into educational terms (i.e. “Your computer may be infected with Spyware right now.” – typically used by Spyware companies to create a sense of urgency).
•Tips and Tricks:
oContent should include any awards, special mention, etc. as hooks to motivate the potential consumer to take the desired action.
Examples would be:
•5-Star Download.com Rating, No Spyware logos to reassure the user that nothing additional will be installed (download specific), any other special mentions from reputable sources, etc.
•Special mentions should open up a new page so the more curious user can verify the fact mentioned if so inclined.
oUse content hooks on the LP to increase Ad text tie in potential such as:
“Over X number of satisfied users”, “free customer service”, “100% satisfaction guarantee”, etc.
This allows for advertisers to create stronger LP cohesion between their keywords, ad text and finally the LP itself to create a nice, consistent user experience which should typically result in higher conversion rates.
•Typical Internet Offerings
oBuy Direct – this is when the desired action the ad or LP is supposed to generate is an actual sale. This is primarily used for tangible products (i.e. books, electronics, etc.)
Exceptions: The biggest one would be downloadable software. This type of product can have a buy direct option which after the purchase is completed, the user will be prompted to download or be provided a download link via a confirmation email.
oDownload – this is when a product can simply be downloaded.
Variations: Sometimes this will be a download to sale (i.e. trial period software) or just a user base expansion (i.e. promo offers).
oLead Generation – this is when a form is used to gather specific user information.
Variations: Gathering email addresses, follow-up sales approaches, local market discovery (i.e. zip code tied to email address) or other forms of post communication efforts.
oContent Promotion – a form of branding using active promotion to try to gather a user community for future endeavors.
Typical Uses: News websites, bulletin boards, coder communities and even some blog sites to name a few.