Question

Topic: E-Marketing

Creating Effective Landing Pages

Posted by Anonymous on 9/20/2004 at 10:08 AM ET 125 Points
Does someone know where I can find an inforamative white paper or book about creating an effective landing page?

Currently, our online business is achieving about 30 percent of its leads via its advertising forms (landing pages) while the other 60 percent come from dowloading a free trial of our software.

Our advertisers seem to think that our low conversion rates, ranging from 2 to 6 percent, is mainly due to our landing pages. We feel they are pretty good, but some say they look too much like a Web site instead of helping to close the deal.

Any help toward resources would greatly be appreciated.
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RESPONSES

  • Posted by Inbox_Interactive on 9/20/2004 at 10:54 AM Member
    Rather than post a bunch of links, I suggest that you simply Google:

    landing page
    killer landing page
    great landing page

    etc.

    You'll see a number of articles in some of the better known online journals.

    Having said that, your landing page should always be a work in process. You should constantly test different variables such as offer, copy, length, colors, the amount of data you're asking for, etc. If after reading a book or a number of white papers you develop what you think is the world's greatest landing page and then leave it alone, you're not doing all you can do.

    Test, test, and test some more.

    Also, if you're using a landing page to secure free trials, don't forget to pay extra special attention to the conversion series that these registrants receive. Getting their data is part of the battle, but you still need to make that sale.

    Looking forward to other replies here.

    Paul
  • Posted by Carl Crawford on 9/20/2004 at 10:55 AM Member
    hello and welcome back to KHE Tom:

    well you have come to the right place.

    first some guide lines Leave you question open for at least 24 hours

    try to responed to any questions asked with in the frist 24 hours.

    now that is out of the way, could please post the url of your so we can have a look at your splash page.

    is it a B2B or B2C site?

    if you have done a google search then dont read any further:

    have you done a google search yet?

    if you havent there are some really good articals. ( i am learning webdesign now)

    a good book which i am reading now is "How to develop a landing page" by Dr Ralph F wilson. there is a link there site below.

    here are some form the first page of google seaches:

    https://www.businessknowhow.com/internet/landing-page.htm

    https://www.wilsonweb.com/ebooks/landing.htm

    https://searchenginewatch.com/searchday/article.php/3396681

    https://www.levison.com/september_2002.html

    these are just the fisrt 5 of 97,000

    https://www.google.com/search?q=creating+an+effective+landing+page&start=0&...

    have a nice day

    Carl Crawford
  • Posted by Pepper Blue on 9/20/2004 at 2:06 PM Accepted
    Hi Online Marketer 1,

    You probably know there is enough info on Google to blind you, and what you will find time and time again either there or in any of the books is what Paul says - test, test, test.

    You are probably already doing this, if so, it validates your approach and gives you something to show your advertisers that you aren't being complacent:

    Do A/B split-run testing and always know the variables you are testing before you begin a campaign. Know how you are going to measure the success i.e. (number of clicks, clickstream), and have a control group for comparison.

    Always break it down into the smallest parts and change one control at a time.

    In other words, don't change a variable in the ad linking to landing page A, AND change a variable on landing page "A", just change the ad or the page variable.

    Most conversions are usually (but not always) based on the relevance of the content to the search performed, so be cognizant of this so the content is immediately apparent.

    Track it, chart it, compare it and then you can show them the results (which you are right, don't sound too bad right now).

    I hope that helps.
  • Posted by SRyan ;] on 9/21/2004 at 1:56 PM Member
    Whoa, I looked at Jim's Useit.com links... and I'm bookmarking the FIRST one. Next time someone asks us for tagline help, I'm sending them to that article!

    Thanks, Jim!

    - Shelley
  • Posted by sammykarij on 9/23/2004 at 5:27 AM Member
    Online Marketer 1,
    Check for a book on this subject by an Internet marketing Guru Dr. Ralph Wilson. Visit his E-Books section on https://wilsonweb.com/a/go.to/onlineprofits

    Apart from the e-books there are many articles on this subject and many other aspects of internet marketing.

    sammykarij
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