Landing Pages
Direct Online Marketing™ has found time and time again that the success of internet marketing campaigns is directly related to the first page a viewer sees after clicking on an advertisement. The right look, layout, copy, and sign-up options are all keys to optimizing landing page results.
Your First Impression
Landing pages serve as the introduction to your Web site and provide the first substantial information they see about your products and services. Their results, the landing page conversion rates, are incredibly important. This is the first time someone has seen anything about your company and, in the aggregate, represents the best chance to get him or her to convert. Here's a sample landing page.
Landing Page Conversions
There are different types of conversions, so the goal of the landing page is determined by what you would like the visitor to do. If you run an eCommerce site where your primary business is selling smaller dollar level items on your online store, the conversion is probably a sale.
For example, you may advertise DVD copies of Thank You for Not Smoking. You will want the person to buy this movie immediately – your conversion is the sale itself. Hence, your landing page conversion rate would be the number of people buying a DVD divided by the number of people clicking on your ad and viewing your landing page (arithmetic fans see chart).
 Or maybe your business sells a larger ticket item or a service. Car dealers would rather have their sales staff talk to a prospective client (you try selling 4- to 6-digit cars online). A landing page conversion for them might be someone signing up for a free brochure, making their landing page conversion rate the number of requests for information divided by the number of landing page views.
Increase Landing Page Conversion Rates
So you've chosen your keywords, created your search engine marketing campaigns, and have people visiting your site after clicking on your ads, but they aren't converting. You're paying for their traffic, but not getting leads and/or sales out of it. How do you increase your site's landing page conversion rates?
Qualitative research points out several factors, some of which may vary by industry. Even we don't nail it right the first time in a lot of cases. But Direct Online Marketing™ knows how to accurately measure results and test new ideas in order to increase landing page conversion rates.
Design, layout, copy, and page elements are all extremely important for landing page optimization. A few changes Direct Online Marketing™ specializes in testing to increase landing page conversion rates include:
- the addition or removal of pictures
- changing corporate information
- the placement of page elements
- personal or professional styles
- color schemes
- copy relevant to search terms
- and many more landing page optimization elements
Through the creation, testing, and optimization of custom landing pages, Direct Online Marketing™ can get future clients for an incredibly wide variety of businesses, including retailers and wholesalers, small businesses and large, and businesses in a whole host of different industries.
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