More info on 'Landing Pages and Conversion Efficiency'
Landing Pages and Conversion Efficiency - Dave Chaffey, Chris Lake, Ashley Friedlein, E-consultancy, May 2006
This is the last of our SEO Best Practice sub-guides, and is dedicated to the fine science of
Landing Pages and Conversion Efficiency. After all,
why bother attracting visitors from search engines if you do a poor job of converting them into customers?
Landing pages are
extremely important if you are to maximise returns from your investment into organic or paid-search. Best in breed landing pages will
inform and
persuade visitors, to help them progress down the purchase path towards the checkout.
We have
12 landing page guidelines to help you generate more successful customer journeys, and fewer dropouts.
Here’s what’s contained within this guide:What is conversion efficiency? Why does it matter?
What is a landing page?
Defining landing page objectives
Measuring landing page effectiveness
The zero defect approach to improving landing pages
Different types of landing page
Different referrer types
12 Landing page success factors
Guideline ONE: Deliver RELEVANCE
Guideline TWO: INTEGRATE with referral source(s)
Guideline THREE: Provide sufficient DETAIL to support the response decision
Guideline FOUR: Start the user on their journey
Guideline FIVE: Use the right PAGE LENGTH
Guideline SIX: Use meaningful graphics
Guideline SEVEN: Remove menu options
Guideline EIGHT: Consider using a ‘flowable’ or liquid layout design
Guideline NINE: Remember search marketing
Guideline TEN: Remember the non-responders
Guideline ELEVEN: “TIMITI”
Guideline TWELVE: Consider landing page longevity
Download it now, or, see our full
Search Engine Optimization (SEO) – Best Practice Guide for this guide (contained within) and other comprehensive information on search marketing.
Download:
The following files are available for download. Right click and choose 'Save Link / Target as' to save the file to your computer:
