Jason Moore says, “There’s a lot to be said on the subject of landing pages. And if you were at this year’sASCEND Digital Marketing Summit, you heard Unbounce co-founder Oli Gardner’s epic talk on landing page optimization. (Missed out? Order the video package.) Part of Oli’s talk focused on how to optimize your page to urge visitors to sign up for your email list – a crucial step towards email marketing success. Where Do I Start? One of the first things Oli recommended is to admit that you have a problem. Take a look at your landing page. Figure out what the point of that page... [...]

Rainmaker team says, “First things first: What is a landing page? Landing pages are those web pages that are specifically designed to perform one task … one task and one task only. One goal, one page. It could be to sell your product, encourage people to sign up for an email newsletter, or recommend an event. No matter the purpose, however, a landing page is nothing more than a conversation with your ideal prospect. A conversation that builds trust“. 8 Things Every Writer Should Know about Landing Pages ‘Copyblogger’ Blog  [...]

Lauren Pedigo says, “Is your website ready to attract and convert mobile website visitors into leads? According to Adobe, companies with mobile-optimized sites triple their chances of increasing mobile conversation rate to 5% or above. If that’s not enough to sell you on the importance of delivering a mobile-optimized experience, Google recently announced that more Google searches take place on mobile devices than on computers in 10 different countries including the United States and Japan. All this talk of mobile got me thinking about how website visitors were accessing our offers.... [...]

Kylie Davidson says, “Simple, direct and bare. When your company and process is known around the world, a blank page with little competing content can not only work, but it can work really well. What about new visitors? Imagine coming to this page for the first time, with little to no context of the company. What is this company? If I type something in that text box, for example, where will it take me? Simplicity is not always a key to effective website optimization“. Landing Page Optimization: An overview of how one site increased leads by 155% MarketingExperiments Blog  [...]

Jacob McMillen says, “Conventional wisdom is usually the safe play. Why take risks when there’s an established “right way” to do things? In marketing, however, success often falls to those willing to buck trends and experiment. When it comes to optimizing your landing pages, complacency and assumption are your worst enemies. It’s far too easy to defer to best practices instead of discovering what makes your unique audience click. Proven landing page techniques are commonly practiced for a reason, but what works for 90% of websites won’t automatically work for yours. The genius... [...]

David Kirkpatrick says, “In a recently published case study, run in the MarketingSherpa B2C Newsletter, we focused on a broad search engine marketing (SEM) effort by 911 Restoration, a property disaster recovery business. Paid search was an important element in that campaign, and testing and optimization on different elements also proved to be important to its success. Ten years after kicking off the focus on SEM, 90% of leads at 911 Restoration can be directly attributed to its SEO and PPC strategy and tactics. This MarketingExperiments Blog post features one paid search test at 911 Restoration... [...]

Thomas Stern says, “Landing pages are the first destination for new users coming to your site. They offer a representation of your brand, and can be a great tool for capturing leads and driving sales. However, your landing page will not help convert users if they are not optimized for generating leads. It is essential to maintain a flow to your page and provide clear value and direction for users through quality content and design. Improve the effectiveness of your campaigns and drive more sales by offering a seamless user experience. 1. Keep It Simple Landing pages are most effective when they... [...]

John Tackett says, “Site navigation can make or break the user experience on your site. So what can you do about it? In today’s MarketingExperiments Blog post, I wanted to share with you an interesting experiment from our latest Web clinic that shows how a tourism group increased leads 34% by testing their site navigation. Before we get any further, let’s take a look at the experiment: Background: A tourism commission seeking to enhance visitor interaction with their website content in order to boost appeal for choosing their city over other destinations. Goal: Test the site navigation... [...]

Joey Taravella says, “What would you rather have: a 32-inch flat screen TV for $100 or a 72-inch flat screen TV for $150? After considering the first 32 inches cost $100, you would probably pay the additional $50 for another 40 inches. This same principal can be thought of in terms of testing and optimization, with one caveat — you have to buy the 32-inch TV first. A discovery, not a lift Many attempting to optimize and test within webpages want big lifts; however here at MECLABS Institute, we always say the goal of a test is not to get a lift but to gain discoveries about customer behavior.... [...]

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. So if you’re... [...]