A Completely Different Kind Of Landing Page Optimization

What exactly is landing page optimization? For most search marketers, optimizing landing pages means A/B testing and multivariate testing (MVT). It means using tools such as Google Website Optimizer to experiment with different arrangements of a page - or different variations in the content of a page - to maximize its conversion rate. We may ask questions about many different elements of a page. Which headline works best? Is the offer button better with "complimentary shipping" or "free shipping"? Does a picture of the product compel more people than an image of a friendly customer service [...]

Marchex Launches Platform And Tools That Seek To Better Connect Online Search And Offline Buying

One of the reasons that "local search" has struggled in some quarters has been the challenge of tracking the internet's influence on in-store or local transactions. This is a theme I heard raised by large retailers at a ShopLocal partner event a couple of weeks ago and one that came up several times in various contexts at SMX Local-Mobile. Marchex is seeking to address that challenge with the integration of the company's various advertiser-facing assets and technologies in a single toolset that offers enhanced tracking capabilities. The company is calling this a next-generation local advertis [...]

Eight B2B Landing Page Conversion Tips

Driving prospects to your website is only half the battle. What can B2B marketers do to entice visitors to take desired online actions...and improve conversion rates? Here are eight easy-to-implement tips designed to improve landing page relevance, persuade action, build credibility, and maximize response rate. Improve relevance. Searchers like nothing more than to see an ad or a natural search listing that exactly matches their query. And it's even better when these same words are visible on the page they click through to. A tight alignment between a searcher's query, the search li [...]

Two Practical Landing Page Tricks That Will Save You Money

Do you want to know how to reduce your cost per conversion by up to $10.67 and improve your quality score at the same time? Let me tell you a story about how I used two easy landing page optimization tricks to do just this. Shorter forms reduced cost per conversion by $10.67 For context, my company provides on-demand marketing software including lead management and landing page optimization. One of my jobs is to generate qualified leads for the sales team by sourcing prospects using Google AdWords (as well as other channels) and nurturing the prospects until they are qualified leads. [...]

Building Smarter Landing Pages For Stronger Leads

My December article, Think Beyond The Click: How To Build Landing Pages That Convert, received some great feedback, and raised some questions, so I've decided to address a few more important topics about landing pages. Readers commented that the success of a landing page depends on its audience and how many different landing pages are used to educate possible conversions. Many also brought up the issue of tracking the results of a landing page and any promotional campaign you're running to drive traffic to that page. I've decided to dig a little deeper into these issues. By sharing some [...]

Think Beyond The Click: How To Build Landing Pages That Convert

Landing pages are an important tool in any online marketing campaign. They are one of the best ways to convert web clicks into clients, and can help to maximize your online performance. Here are some tips for getting started and building an effective landing page that meets the needs of your clients. What is a landing page? A landing page is a web page that a visitor reaches after clicking an online ad or a link, and contains detailed information about the specific product or service that is mentioned. The landing page should be considered part of the marketing campaign and shouldn' [...]

Landing Page Testing: How Much Is Too Much?

Your landing page is a key part of any successful paid search campaign, and by now, the value of testing and optimizing your landing pages has become accepted wisdom. However, many testing methodologies—especially multivariate testing—are complex and are only appropriate for sites that get hundreds of conversions a day. Small- and mid-sized companies simply do not have the volume required to achieve statistical significance in a timely fashion except using simpler A/B testing approaches. In this article, I will share a new formula and Landing Page Test Calculator that will tel [...]

Time For A Site Redesign?

Since the 1990s, usability experts and site visitors have been chanting the same web design mantra: Make your site easy-to-use, professional... easy-to-use, professional... Research into how people interact with sites shows that visitors make snap judgements—often within seven seconds of landing at our virtual doorsteps. In fact, the Stanford Guidelines for Web Credibility Study found (not surprisingly) people evaluate a site largely on its visual design. If the site looks professional, that look enhances the company's credibility. An outdated, non-intuitive, unprofessional si [...]

Putting Your Small Business On The Map

Online maps: we use them everyday for purposes as varied as finding out how to meet our friends at a new restaurant to sending out invitations to our child's birthday party. Maps are valuable graphical presentations of how to get to a certain place. Most companies that depend on local customers are beginning to recognize that including their full physical address as well as a map on their web site is a must. But often, if a map gets included at all, it is slapped on a web page without much thought. With just a bit of effort, you can include maps that are truly useful to your site visi [...]

Don’t Obsess Over Superficial Details

Ever see one of those movies that show some super-secret government agency with plush high-tech interior offices that belie the exterior location? You know the ones I'm talking about. The secret spy base in headquartered in a rundown part of town in a dilapidated building that nobody but a squatter would give a second look. But as the camera moves inside we are shown a state-of-the art facility worthy of a Manhattan high-rise office in the 22nd century. Sometimes SEO is just like that—but the opposite, actually, with companies obsessing over superficial metrics like top ten listings. [...]

How To Test A Home Page For Conversion Effectiveness

Conversion rate improvement, for many of us, is as much a part of the overall process of optimizing a paid search campaign as, say, "off-page factors" are to SEO. Recall the holistic view taken in last month's column, Your Paid Search Performance Is Relative. I spoke about the potential for widening the gap between your company and a competitor by looking beyond just simple bid management, to improving conversion rates, working on the business model, and other larger issues of business process. The end result of doing these things can be a virtuous circle, allowing you to bid higher, to [...]

Better B2B Landing Pages: A Case Study

If your goal is to make Google richer with no gain for your yourself, then stop reading. You don't need to worry about landing pages or conversions. But if your goal is to grow your own business using search, then you must pay as much—or more—attention to converting traffic into leads as you do to getting traffic in the first place. To understand how to improve conversion rates for B2B lead generation sites, let's take a look at the search marketing campaign of KAYDON Bearings. I'll analyze and comment on the mistakes they are making (in my opinion), and offer suggestions for [...]

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