Paul Cheney says, “Best practices on the internet are often just pooled ignorance. Rotating sliders (or banners) are considered one of these so-called “best practices” by many. It’s one thing if you’re using them for page views, but quite another when using them for a conversion-focused landing page. In this video, Flint McGlaughlin, CEO, MarketingExperiments, discusses how Robert from TransUnion can optimize the first four to six inches of the company’s landing page, including how to use the space currently devoted to a rotating slider”. Do Rotating Sliders Work? Optimizing... [...]

Lindsay Kolowich says, “What does being in a “content rut” mean to you? Perhaps the words remind you of writer’s block, when you couldn’t think of fresh topic ideas. (We’ve all been there.) Or maybe it makes you think of those days, weeks, or even — horror of horrors — months when your content seems to be falling kind of flat. There’s one other thing it might make you imagine — the kind of content rut with the same types of content getting created over and over again, instead of mixing it up. A big part of building a strong content strategy... [...]

Lindsay Kolowich says, “Landing pages exist to serve one purpose: getting website visitors to convert to the next stage in the buying journey. Although their purpose is simple enough in theory, actually designing a successful landing page requires some detailed planning and creative testing. Regardless of what your business is selling or the conversion action you hope to instigate, it’s helpful to get inspired by seeing what other great landing pages look like. And because there’s no one “right” way of doing a landing page, you’ll want to check out examples... [...]

Beth Hayden says, “It was May 2015, and I was sitting in the audience at Rainmaker Digital’s Authority Rainmaker conference in Denver, Colorado. Sonia Simone was about to give a presentation called “Dr. Evil’s Guide to Landing Page Design and Optimization,” and I was excited to learn from one of my personal copywriting heroes. At the time, I was familiar with certain landing page “rules” — like writing compelling headlines, testing different button colors, and eliminating distracting design elements — but other than that, writing the copy seemed like some magical activity. But... [...]

Mona Elesseily says, “When it comes to success with paid search, it’s not just about ad copy. You have to pay attention to your ad extensions and your landing pages as well. In this article, I’ll discuss the specific ad features and page elements that searchers/shoppers want when they’re shopping online. I’ll also cover ways to also incorporate the elements using PPC/paid search. At the beginning of every section, I’ve included the percentage of shoppers who want specific elements, so you can prioritize your element efforts. Note: Statistical data in this article is pulled... [...]

Assaf Dudai says, “Reams of articles and blog posts have been written about how to create the perfect landing page. Is there anything more to say? Absolutely! Would you tell Stephen King that enough horror stories have been written already? No, you wouldn’t. So until the Perfect Landing Page is created—an imaginary creature, no doubt—we will continue tweaking and testing, sharing and arguing the merits and faults of every element of the landing page. In that spirit, here are three ways you can improve landing pages. 1. Start nurturing right away in the ‘thank you’ screen We’ll... [...]

Sarah Quinn says, “SEO. The tormentor of all marketers. Loathe it or hate it, you need it in order to bring organic users to your site. In this article, we take a look at the five steps you can take to build the most SEO friendly landing page you can. 1. Think Keywords When thinking “SEO friendly”, you must also think “Keywords”. After all, how do users search for content on the web? They type keywords into search engines. Before you begin writing content for your landing page, you need to decide what your keywords are going to be. Ask yourself: “What do people... [...]

Lesya Liu says, “When you run any type of online ad to increase traffic to your website, where do you send that traffic? Are you directing people to the homepage or other generic page? Stop wasting your money, and pause any paid promotion you have going on — until you read this article. Now that I’ve saved a little bit of your budget, let’s talk about landing pages. Landing pages are pages on your website that are built with two things in mind — a specific campaign and a specific goal or a particular action you want your new traffic to take. Landing pages, if built right,... [...]

Ginny Soskey says, “Putting together an A+ landing page can be tricky. There are so many elements that a top-notch landing page needs, and making those elements the “best” they can be often depends on what your landing page goals are. Take form length, for example. It’s just one of the many components you need to optimize, but best practices will tell you that both short and long forms perform well — it all depends on whether you want to generate a lot of (potentially) lower quality form submissions, or a smaller number of higher quality submissions. New Call-to-action So... [...]

Alex Painter says, “The quality of a landing page can make or break a marketing campaign. But even a page that’s beautifully designed and expertly written will fall flat on its face if customers abandon it before it finishes loading. Here are four simple tips to help you build a fast, resilient landing page. 1. Keep it light As a general rule, a web page that relies on a few small objects will load faster than a page that uses lots of large objects. Avoiding visual clutter is good practice for landing pages anyway, so a well-designed landing page won’t be overloaded with super-sized image... [...]