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Writing effective landing pages
cgallent




msg:925631
 9:46 pm on Feb 3, 2004 (gmt 0)

I'm looking for tips and examples for writing and designing more effective landing pages. I know we're not supposed to publish links, so sticky me if you have any specifics. Otherwise tips would be extremely helpful.

thanks, cgallent

 

rogerd




msg:925632
 1:20 pm on Feb 4, 2004 (gmt 0)

Assuming that a visitor is arriving from a targeted search, the key aspect of the landing page is to either deliver the content the visitor searched for or provide very simple choices.

I.e., if the visitor searched for blue widgets, it's better to present him with your blue widget info than to give him a button that says "click here for blue widgets." If the landing page is more generic, then I'd aim for simple choices - perhaps a bit of "hook content" to establish what the site is about and its claim to fame, and a few easy links. I'd definitely avoid a "portal" look with lots of busy content and tons of links. I'm sure some of our PPC pros have more specific advice...

cgallent




msg:925633
 5:09 pm on Feb 4, 2004 (gmt 0)

That's what I'm looking for. I've got targeted ads through AdWords for a very specific item. I need some success stories on increasing the conversion. Basically we're getting traffic but they're not converting.

I've seen all types of landing pages - what I'd call "letters" (those long benefit-based things that look like a sales letter), product pages as a continuation of the ad, and others. I'm looking for a good case study or examples of landing pages that "work".

rogerd




msg:925634
 6:01 pm on Feb 4, 2004 (gmt 0)

Perhaps someone will share some specific experience, but I'd say an effective landing page will have to be developed based on your site, product, and behavior of your searchers. A landing page that works for herbal supplements may not work for digital cameras or vacation rentals.

I'd begin by putting yourself in the place of your arriving searchers. You know what they searched for - is it specific enough that you know WHY they searched and WHAT they are looking for? The better you can understand their frame of mind, the better you'll be able to hit them with what they need right away. A few brainstorm-type ideas:
- Do they need product info, or do they already know all the essentials?
- Have they chosen a specific product, or do they need to see a range of models or options?
- Do they need reassurance about the product/service? (If so, consider short, punchy testimonials, endorsements, or guarantees)
- Do the need reassurance about your company?

The people who have long, text-filled landing pages clearly think their visitors need convincing prior to a purchase. The ones who have a big "BUY" button think the sale has already been made. For different searches and sites, both could be right.

I'd recommend some split-run testing. Or, if that technology poses a problem, just try something else for a few days. If your current approach isn't working well, you probably can't make things much worse. :)

(Note, too, that the landing page could be fine - it could be your offer that's the problem. If buyers must navigate additional pages, check your logs to see where they drop out. You can learn a lot from log analysis!)

tbear




msg:925635
 6:59 pm on Feb 4, 2004 (gmt 0)

I generally treat every page as a landing page.
Perhaps I'm too optimistic ;)
After getting the main body of the site prepared I go to each page and 'adjust' things accordingly.
I guess the 'adjustments' are mainly related to navigation aids and content layout. Making it easier to find whatever they may be looking for.

too much information




msg:925636
 7:04 pm on Feb 4, 2004 (gmt 0)

I generally treat every page as a landing page.
Perhaps I'm too optimistic

I do the same, and rarely do I have anyone land on my home page. My objective is to make each page relate to my site topic, but stand on it's own for content.

(That's my highest traffic site) :)

engine




msg:925637
 7:39 pm on Feb 4, 2004 (gmt 0)

For sure, make it easy for visitors to navigate once they've hit your landing page.

Minimise the clicks required to get to the buy button or enquiry page.

Give them a call to action.

Test and test again to establish the page with the highest conversion rate.

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