Landing Pages .

[Mark_A]

ATM our ads send visitors through to the most relevant pages we have on the site, depending on which key phrases the searchers have used.

But they come in onto pages which were designed as normal website pages, the sort of pages general visitors would be expected to browse when finding out about us. They aren't dedicated landing pages.

However a searcher and adwords visitor is arguably not like a normal browsing visitor, they could be described as "goal oriented", they want something in particular and if our site / business offers that particular thing surely we should have a dedicated landing page saying, you want ABC, here it is and here is how to buy it!

What do you think, does my logic stack up?

[keyplyr]

I would say that visitors to any page, from any source are *somewhat* goal oriented.

Those that come from SM or topic related forums are *very* goal oriented

Those that come from ads are probably *very much* goal oriented - but - you have to factor in the accidental clicks and the curiosity visitor.

[not2easy]

Landing pages are a common part of the AdWords ecosystem afaik. A campaign might have several levels of targeting for a product and each ad links to its appropriate landing page. This lets you aim/target/design ads for various demographics and keywords.

Note, I haven't used AdWords in many moons and it may have changed over the years but when I did use it, a better targeted, relevant landing page was an important way to keep your costs down.

[Mark_A]

I guess I am thinking about converting pages. We have a nice website full of informative pages explaining what we do and how we do it, and visitors do browse it but I need it to generate more genuine enquiries.

We have contact details in the footer of each page and a contact page with a form but none of them says bluntly "send us your enquiry because we want to quote for your business!"

That might be the crux of my concern, we don't have adequate calls to action built into the site.

When I search the net for something, I want to find someone who says 1) yes I have it and 2) you can get it from me - and assuming I trust them with my details that is it, search over.

It is about me the searcher, what they want, what they are looking for, not about the company behind the website and how great they are.

[keyplyr]

We have contact details in the footer of each page and a contact page with a form but none of them says bluntly "send us your enquiry because we want to quote for your business!"

So set a delay, then after the page is fully loaded and the reader is engaged, display a layover with a utility to get a free quote.

Done properly, it won't be intrusive since that's really why the visitor is there, but they just need a little push :)

[Mark_A]

@keyplyr will have a think about that, certainly an option.

I am wondering about testing various options, the business is b2b and quite niche though so there isn't massive traffic to make comparisons.

[not2easy]

In that case the person/company who might ultimately spend money is looking for a RFQ form. It might pay to use a separate link that uses more descriptive anchor text right next to the vanilla "contact" link. Depending on the vertical it could be simply "RFQ" or "Free Estimate" - you want it to be clear and easy to find.

[Mark_A]

Hi @not2easy - it could be as simple as that, a dedicated RFQ link perhaps at the top of every page. I am pondering at the moment, need to think it through thoroughly before actually changing the site.

But I am sure we need to ask more prominently for an enquiry.

[Mark_A]

Am wondering about one of those pop up text dialog boxes, set to appear after a visitor has been on site for a minute or two. There are plenty available and FOC for the text only option.

Anyone have any feedback using these?

[not2easy]

Modals work well for some sites, less well for others. If you wanted to do A/B testing, you might try a few different things to see which your visitors prefer.

Personally I dislike modal overlays just as I start to view a site - but that's me. I start looking for where to close it before I even look at the message because most of them are asking for your email address before you even decide you want to be there. But if they didn't work, you would not see them everywhere, right? I prefer a static dialog box that lets me either continue looking around or interface with the site. A noticeable box on the lower right that scrolls with the page, suggesting chat/email/contact/ RFQ options.

[Mark_A]

I didn't know they were called Modals :-)

I don't like if they ask for your email up front and I think the box should only appear if the visitor has already shown some commitment, perhaps having been on the site for a minute or two or having visited a number of pages before it appears.

Anyhow, I will have a think, I am definitely interested in it as an idea.

[not2easy]

There is a nice series of (CSS Only) Modals shared by one of our members in the CSS forum: [webmasterworld.com...]

[Mark_A]

Hi not2easy, thanks for that but now I wonder if we are talking about different things.

I am interested in the pop up textchat dialog box that can appear on a website encouraging live website visitors to engage with a member of staff in realtime. There needs to be a backend, so company staff can register when they are available to textchat, and the saving of textchat conversations for reporting, training and monitoring,

And there need to be conditions as to when the textchat box will be shown to the website visitor, perhaps after they have been on the site a given time or visited more than X number of pages.

More developed textchat offerings permit company users to hand over a conversation to a colleague if specialist knowledge is required to deal with the enquiry, while still retaining the history of the chat ..

[not2easy]

Yes, that is different from the overlays or 'Modals'. The CSS modals can contain whatever you wish, but it does not sound as though you were looking for modals - that would transparently cover the screen until dismissed.

[Mark_A]

So, to update this thread, I installed a TextChat program which seems to be working how I expected it to.

I am still pondering adwords landing pages, looking through the data, there has been an increase in clicks and impressions since I took over but the bounce rate has also gone up. I am wondering if targeted landing pages could reduce bounce.