Landing Pages and Conversion Optimization

Conversion optimization:  The process of manipulating a web page to improve the visitor’s perception of the page and increase the conversion rate.  A “landing page” is generally referred to when speaking about the page a visitor is directed to when clicking on an advertisement, email marketing piece, or search engine result link.  The page should be a logical extension of the ad, support the “promises” made in the ad with more detail, and have clear and simple calls to action.

Three types of LPO:

  • Associative content targeting:  the page content is dynamically modified for each user based on parers such as search criteria and geographical location.
  • Predictive content targeting:  the page content adjusts based on any “known” information about the user such as demographics, browsing patterns, and possibly purchasing behavior.
  • Consumer directed targeting (social targeting):  page content is created using public information through metrics based on reviews, ratings, referrals, tagging, etc.

(Wikipedia)

Below is an example of a nicely laid out landing page with a very clear call to action.  Notice how the layout gives the visitor a very simple multi-step process, additional content about the page and offering, a short registration form, and the appropriate “trust” factors associated with the serrvice.  All of these elements exist to improve conversion rates.

All website design elements should define a specific conversion.  The client should be first asked to lay out their business goals and goals associated with their online presense and Internet marketing plan.  If you haven’t defined the conversion factor you can not take the necessary steps to design the site appropriately.  The website and its landing pages are probably the most crucial element and the key foundation to the online marketing strategy.  There is no point in building a fancy site that noone will see.  More importantly there is no point in spending time and resources to drive traffic to a site that is no set up to convert visitors into customers.  Until “traffic” is converted, it should always be considered a cost, not an asset.

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