Landing page software
Upcoming SlideShare
Loading in...5
×
 

Landing page software

on

  • 2,954 views

Landing pages are the last step in most online marketing conversion processes. In pay-per click, they are the page a visitor is sent to after she clicks on your ad; AdWords landing pages present you ...

Landing pages are the last step in most online marketing conversion processes. In pay-per click, they are the page a visitor is sent to after she clicks on your ad; AdWords landing pages present you with two crucial lasts:

1. This is your last opportunity to tell me, the consumer, about your product or service.
2. This is your last chance to get me to buy, download, or fill out.

Statistics

Views

Total Views
2,954
Views on SlideShare
2,954
Embed Views
0

Actions

Likes
1
Downloads
6
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Landing page software Landing page software Document Transcript

  • Landing Page Software - How Being Relevant Can LowerConversion CostsLanding pages are the last step in most online marketing conversion processes. In pay-per click,they are the page a visitor is sent to after she clicks on your ad; AdWords landing pages presentyou with two crucial lasts: 1. This is your last opportunity to tell me, the consumer, about your product or service. 2. This is your last chance to get me to buy, download, or fill out.As I navigate to this page, I need to answer two important questions and remember one crucialfact: How did I get here? Tracking the conversion path I followed to get to this landing page lets you craft a specific message that speaks directly to what I set out to accomplish at the beginning of my search. This is particularly powerful when looked at in terms of search engine marketing, as PPC campaigns actually force you to connect the words a person used at the outset of their conversion process to a landing page. What do you want me to do? This seems obvious, but online advertisers often get so caught up in design and messaging that they forget to get out of their own way and tell me, the consumer, exactly what they want me to buy or download or fill out. Making sure your landing pages include a clear call to action is a big part of conversion optimization. Im busy! Make sure your page loads quickly, and create a conversion process thats as quick, simple, and straight forward as possible. Imagine putting in all the work of researching keywords, strategically grouping them, creating compelling ad text, actually getting a prospect to start to do whatever it is you want them to do, and losing a potential customer in the last (overly complicated) step of the conversion process!The good news is, by crafting a landing page that fulfills the above criteria, youre procuring apricing discount for yourself while you increase conversions.Lets take a visual look at what we mean by a "good" user experience:The user is looking for "bread machines." I answer with an ad for bread machines:
  • Once a user clicks on my ad (which is enticing, because it matches her query exactly), she istaken to a landing page having to do with bread machines:Here we see that the search has matched the ad text, which has matched our landing pagecontent, making for a very happy user who is likely to buy.In the coming paragraphs, well show you how to leverage tools to create an environment whereyou can consistently create landing pages that are friendly for searchers and friendly for searchengines (so that you can get more conversions...for less).Landing page quality scorePublishing targeted landing pages with a clear, simple conversion process is: Good for You - You get a pricing discount and increase conversions. Good for the Searcher - Theyre taken to a page talking about exactly what they were looking for (and what your ad was talking about). Good for Google and the Other Search Engines - Happy searchers and happy advertisers make for happy search engines. This is so good for the search engines, in fact, that they created a system for rewarding targeted ads and well-constructed landing pages.This system is called Quality Score.Quality Score affects the position of your ads, and how much youre paying for each click.Googles Quality Score takes into account the following factors in evaluating landing pages: Landing Page Load Time – Google grades your landing pages based on how quickly they load. Making sure that a page loads quickly improves searcher experience (and Google wants to encourage the practice of making searchers happy).
  • Landing Page Relevance – Google and co. offer pricing rewards to advertisers who can successfully sync landing pages with the keywords that trigger an ad for the following three reasons: 1. Its important to any search engine that they retain searchers. 2. The best way to do this is to put that searcher in touch with content that satisfies their search. 3. Thus, search engines want even their paid advertisements to be relevant to a users query.Optimizing for load time is pretty straight forward. Test load times, and if your page is slow, gettogether with your Web developer or IT team to make it load faster.Optimizing for relevance is a bit trickier...Build an effective landing page systemIf you have one specific offer, and dont particularly care how many people hear about it, thencreating a relevant landing page is pretty easy.Most businesses, however, have: A number of phrases and thousands upon thousands of phrase variations that people use to talk about their company and their offering. And/or a wide range of products or services theyre looking to generate interest in.This leads to the need for robust search marketing campaigns. It becomes necessary to harnessthe long tail of search; youll need to include numerous keywords, group them carefully andeffectively, and generate ad text that speaks to each group of searched keywords.And youll have to put together optimized landing pages.Since what youre after, as an advertiser, is a means of crafting relevant landing pages that willconvert (and convert for less, thanks to Quality Score), the best idea is to set up a system forhaving landing page content suggested to you.This system should be directly connected to your PPC account so that the keywords people haveused to reach your landing page can be leveraged to inform the landing page itself.Landing page copy and landing page layoutWordStream offers you various means of having Quality Score friendly landing page copy andconversion friendly landing page layouts suggested to you. Lets imagine were the owners of abread machine company attempting to sell our product online:
  • As we can see in the above illustration, WordStreams ad text editor will suggest quality scorefriendly keywords to include in ad text. This data can be leveraged for landing page creation, aswell. We now have a good idea of what keywords are driving visitors within a given Ad Group.This information can be leveraged for two key purposes: Correlate your ad text with your landing page content. Structure your landing page (placing the keywords more searchers are using to get to your page more prominently).Thus, you can utilize the data mined by WordStream to create more compelling landing pagesthat will generate more sales and leads at a lower cost. You can even use WordStream to trackexisting landing pages and prioritize content for AdGroups that dont yet have a specific landingpage!More than Just a landing page how toFor help creating better landing pages, you can take a look at our WordStream Ad Text andLanding Page Guide and Try WordStream Free Today Request a Live Demonstration Sign up for our Search Marketing Webinar Subscribe to our Newsletter