I have noticed a strange trend lately with a lot of landing pages. Many people are starting to understand the importance of them and hence are doing whatever they can to make room in their budget for them. And it’s probably these tight restrictions and cheap marketing heads that haven’t been sold on it correctly have ended up creating in some really sloppy implementations of a “conversion friendly” landing page. So this post aims to outline what you should really doing as regards the design of your home page. continue reading »

Whilst mainly we talk about the optimisation of landing pages on this blog, there is no reason why these same principles cannot be applied across any online project - whether its a website or a portal. continue reading »

It’s great to see more and more people are thinking about their online budgets properly and making sure that have devoted enough finances, time and resources to landing page design and so forth. However, for the larger campaigns this can prove quite difficult, due to the fact you are running multiple actual ads as well as variations on copy. How do you manage 20 or so landing pages plus their variations? continue reading »

This week we will start with a simple question that is remarkably overlooked. Many PPC users spend all their time tweaking their ad copy to maximise their click thrus. Good move! However what happens in the transition between PPC team and web developers is the fact that the copy on the landing pages is not updated on the same time. Small changes from Register VS Sign Up could mean the difference between 1% click thru, and even a larger difference in conversion rate. But imagine a user who goes to register, but instead is requested to sign up - there is the chance they could feel mislead and bounce. And now your data says that Register might not work as well. continue reading »

Recently on Twitter, in one of my streams, someone posted information relating to information coming from Omniture about online marketing spends. And the data is nothing less than shocking. I had always assumed that people running campaigns without taking on any kind of advice would be shooting themselves in the foot and missing out on good returns on their investment. But the Omniture data suggests that:

“Industry research indicates that for every $92 spent online to acquire site traffic or build awareness, only $1 is spent to proactively convert this traffic,” said Gail Ennis, SVP of Marketing, Omniture. “Advertisers are spending huge sums to get traffic to their sites and we have seen that by focusing on increasing conversion, online marketers can have a tremendous impact on the bottom line.”

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The landing pages on any website have one job, and one job only: to get someone to take an action. And if you think about real world scenarios, when are people more likely to follow through on a recommendation or follow you in the actions that you are taking? It is when they trust you.

And if you think about the Internet and the buying process, the only time your website will convert is if you gain that trust. No matter how pretty your banner is, or how convincing the copy or you put the contact us form straight bang in the middle of the screen - no one is touching it without the trust.

So the million dollar question (and this could be literal million dollars) is how do you earn the trust on just one webpage?

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At our agency, we see it happen all too often. Once a company has been convinced that paid search advertising is the way to go (which we all know it is) they go and figure out their budget, their keywords, and suggestions for ad copy. But they all forget 1 key area every single time. In fact they miss the key reason you should run a paid campaign in the first place: to drive traffic to your website.

That area that they all forget is what happens once the searcher gets past the engine, and arrives at their website. They have reached the first objective of the campaign, the user felt that the ad was the best answer for their query. Whether they complete the next step of either staying or leaving, the key factor is the landing page. Unfortunately for most businesses, they take an existing page (*sic* the homepage) and use that to channel the traffic.

Below I plan to outline just 3 key reasons why you need specially designed landing pages: continue reading »

Landing Page Optimisation will be a resource for webmasters, online marketers and business owners interested in improving their landing pages so as to maximise the conversion from a visitor to a qualified sales lead.

If you are interested in speaking to one of our experts for advice on how to implement it on your website, contact us today and one of our business partners will be in touch with you shortly.