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Create Landing Pages That Deliver Sales

Posted by: Today's Tip Contributor on January 28, 2011

Landing page optimization is an increasingly important marketing tool for small business websites. Yet most businesses see only single-digit conversion rates from their landing page campaigns. This is in large part because of their failure to refine their targeting over time; shooting in the dark is never an effective marketing tactic.

To create landing pages that deliver, businesses must go beyond simply testing new page headers or creating targeting rules. Here are five landing page optimization strategies that will help you convert more website prospects:

1. Start with intent. Tracking demographics or transaction data is good, but knowing your prospects’ Zip Codes or what they browsed online last week cannot reliably inform you what will resonate with them as they land on the page. Pay attention to the keywords visitors use on search engines to arrive at your site, and how they engage with different site pages that may or may not include these keywords. This analysis helps increase the relevancy of your landing pages to what customers need right now.

2. Trust the like-minded crowd. When you triangulate customers, their vocabularies, and the website content they find engaging, you can create more effective segments comprising customers who share the same intent. You can then optimize your landing pages with content that other customers who used the same vocabulary found engaging.

3. Personalize in real-time. Optimizing pages manually can be arduous and ineffective, even if you have good analytics data. Several commercially available technologies allow websites to tap into site visitors automatically and in real time, not only increasing conversion rates, but also allowing you to focus on other higher-value tasks.

4. Convert gradually. Consumers don’t typically convert in a single session. Rather than taking an all-or-nothing approach (convert or bounce), get visitors to sign up for your newsletter or subscribe to your RSS feed by populating sidebars on the landing page with relevant reading materials.

5. Converge channels. Too many small businesses silo their marketing efforts: The paid-search manager doesn’t share insights with whoever is managing e-mail campaigns, who doesn’t talk to the person who manages your company’s social media presence. Yet all these people are targeting the same prospect. By adding Twitter updates or other forms of social media on your landing page, you can sustain the conversation across channels and keep those prospects who are not yet ready to convert highly engaged.

Boaz Ronkin
Director of digital marketing solutions
San Jose

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