Landing Page Optimization

[powersellersmag]

Any idea how to optimize a landing page on google adwords ?

[brendalucas]

Hi

You can get better answers form google adwords website

Thank You

[torka]

Depends on what you mean by "optimize" for the landing page, I would say.

But assuming you mean design the page for maximum conversions, there's a bunch of good info over at MarketingExperiements.com - they do a lot of testing with PPC landing pages and publish the results of their tests. You may find some helpful info there.

--Torka

[RayGoneFishing]

Originally Posted by torka

there's a bunch of good info over at MarketingExperiements.com

Did you mean MarketingExperiments.com?

[torka]

Oh, dear, yes indeed that's what I meant. That's what I get for trying to multitask.

--Torka

[dr.gabemirkin]

The following are several ways which you can increase the conversions of your landing page.

* Do research.
Build your landing to speak to your ideal visitor. Keep everything the page geared toward that ideal visitor. A landing page trying to capture a broad spectrum of visitor attention is destined to get a lower conversion rate.

* The headline is important.
Your landing page headline is perhaps the most important marketing message your landing page can have. You can be guaranteed that almost every visitor will read your headline, even if they read nothing else. Grab their attention with the headline.

* Match the landing page to your AdWords Ad.
Having your keyword in the landing page headline will get the visitors attention. It will tell the visitor the page is relevant to what they searched for. This will increase you chances of the visitor remaining on your page and reading the rest of your sales copy, and converting.

[acwebguru]

Here are some tips in creating AdWords landing pages.

* Be specific. Create a landing page for each of the products or services you’re advertising via AdWords. Make sure you define the target URL of those ads to point to the correct landing page for that product.
* Design with good navigation. There’s nothing worse than a cluttered website that’s not helpful to the users. If your users can’t find the right links to the product/service details and even the “buy now” button, then they will likely leave your website quickly.
* Be helpful. Are you trying to sell a product? Are you trying to get people to sign up to your mailing list? Are you trying to offer a service? Whatever your goal is, be sure to present this clearly on your landing page. Remember, a successful AdWors campaign means you’ve increased your sales or your readership. Be sure to offer as much help as you can for your users.

One rule of thumb we suggest is that you make sure your website is well-designed in terms of usability and accessibility. If you get straight to the point, then your AdWords campaign would most likely be a success in terms of conversion (meaning successful sales).

[spencer]

This site has lots of information on how to create landing pages:

http://www.marketingsherpa.com/

[BrettNorthstar]

There are several things you can do to optimize your landing pages and increase your conversions. Here are a few of them...

Tip #1 - Focus on one audience
To many times websites try to be all things to all people but only end up leaving all of their visitors totally confused and, in turn, the customers end up bouncing to a competitor site instead.
There are only two things that your website needs to address…
1. What’s your message?
2. Who’s your target market?
So refocus 80% of your homepage on a single, primary audience and dedicate the majority of the page to their particular needs.
You can serve your secondary audience by including creating individual landing pages for them.

Tip #2 – Only include relevant elements
Go through your landing page and ask yourself the question, “Is it absolutely necessary that I have this element on my homepage?”
If you want a good example of what elements to include or eliminate on your home page check out the latest top 10 retailers by conversion rate.

Tip #3 – Use 2 columns instead of 3
Studies show 2 column formats convert about 40% better than 3 column formats. The reason behind this is due to eye flow - people are more likely to quickly locate a product if they only have to scan up and down while reviewing a 2 column format rather than having to look left and right (across all three columns) to find the product they are searching for.

Tip #4 – Tell them what they’ll get before they commit
Before your customers fill out a form box, play a video or click on a link they must easily identify the value they are going to receive before they take action.
For example, “Input your email to download our free article on landing page optimization”… is not as strong as “Download 10 LPO Secrets & Increase Your Conversions by 137%+.”

Tip #5 - Rewrite navigation links
What order your navigational links appear in should be done not by guess work but by better understanding what your customers are most interested in. Review your site's search stats (I suggest using Google Analytics). After you find out what your top five searches are, you’re set – layout your navigation buttons according to most popular to least popular.

Tip #6 - Keep your navigation simple
You can use your web analytics tool to divide your traffic into newbies versus repeat visitors. Then review which links your new visitors clicked on the most. If the "About Us," "Products" or "Services" links on your homepage are getting more than 15% of newbie traffic, then your homepage has a copywriting problem – it isn’t clear enough.

Consider deleting excessive text and rewriting your copy so it is more effective. Then, as soon as you have another sample set of newbie visitors, review the analytics again.

You can implement these tips and see great results but if you want to have better results and not gamble with what works and what doesn’t (which can end up costing you A LOT during the process) consider having a professional do the work for you…But the problem most small business owner’s face is they can't afford the large retainer fees that professional LPO specialists charge.

So one thing you may consider doing is letting a professional work for you PURELY on a pay-for-performance basis - that is they won't charge you an upfront fee and they won’t charge if they don’t make a significant difference.

If you’re looking for one of those professionals email me and I'll point you toward them.

Happy converting,

-Brett

[IV Studios]

Don't overlook the visual optimization. In addition to proper structuring of the pages, make it sure they look the part.

No-one wants to trust a doctor whose waiting room is full of mis-matched, dirty chairs and has the reception desk in the bathroom. Conversely, discount used car salesman don't make sales by appearing highly intellectual and wearing bespoke Armani suits.

Make sure you present the information AND image that your particular customers expect.