Landing Page Optimization
In most cases, when people think of a landing page, they think of the home page. This makes sense because most of the traffic to your site begins with the home page. However, you can easily customize a home page to go hand in hand with your online advertising. This means if you are offering a particular deal, when potential customers come to your landing page, you want to have that deal listed on the landing page. Customizing that landing page is what I am going to discuss in this article.
Let’s take a look at a couple examples of why you would develop custom landing pages.
Example One
Online Ad Headline: Hot Tee Time Deals
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In the ad, the copy details special email only tee time offers. It advertises that you must fill out a short survey to be put on an email list that promotes tee time savings up to 50%, in addition to other special offers.
The ad was compelling and you have prospects clicking on the ad. If you direct them to your home page, you risk them not finding the offer and quickly leaving the site and losing the money spent to get them there. Instead, you create a custom page on your site detailing the offer used on the ad. You make it clear and simple for the prospects to fill out the survey. |
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Example Two
Online Ad Headline: Beautiful Setting for Your Wedding
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The ad copy describes your facility as the ultimate venue for a wedding. You promote you menu and tout how many satisfied couples have enjoyed their magical day at your facility. Prospects looking for a venue to hold their wedding find your ad and click the link. Again, if you direct them to your home page, they will likely find a golf course home page promoting tee times and lessons. Sure, they can scan through the page and find a link to your event page, but why would they want to? More often then not, they will bounce. However, if they landed on a page that focuses completely on events or better yet,weddings specifically, you would have a much higher conversion rate. |
The key to creating a successful landing page is in the analysis. If you are spending the money to create the ad, pay for the placement and pay for the landing page development, it is important to measure the results. If the wedding ad is getting click-throughs but you are not receiving any leads, it is often times the landing page.
Split test your landing page and then analyze the results. To do this, you must create two different landing pages and split the traffic coming from the ad. Then simply monitor the conversion statistics and choose the landing page that is performing best. Then… split test again and repeat.
To summarize, make sure that you get the best bang for your dollar by creating and optimizing your landing pages. |
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