By: Arthur Cooper
Submitted: 2010-10-18 10:22:06 | Word Count: 664
Building a strong online business isn’t just about the product or services offered. Developing a strong product line and implementing a marketing plan based on Internet Marketing is essential; but just marketing is not enough. The single greatest factor for determining the overall success of an online business is the conversion rate. The conversion rate or the number of visitors who ‘convert’ to paying customers, can often be improved by addressing the design elements on landing pages, whether they exist on the website itself or are specific landing pages linked to sponsored ads (Pay per Click).Understanding what a landing page is and how design elements can influence a visitor is critical. Landing Page Design and Testing is one of the most effective ways to achieve growth in your online business.
At its root, a landing page is the page where your visitors first ‘land’ after finding you organically (SEO) or through a paid search (PPC). The most effective landing pages are highly relevant to the search term or phrase. This is the most fundamental and first step in producing converting landing pages. If the user is looking for “Gucci Shoes”, your landing page should contain a large header that reads “Gucci Shoes” and list Gucci shoes for sale. Poorly designed landing pages are the leading cause of lost conversions. Research shows that once a visitor reaches your landing page, if they cannot determine what to do next or where to go within a matter of seconds, they will X out of it.
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While there is plenty of information out there that emphasizes strong calls-to-action, certain color schemes, fonts and sizes, how can you really know what will work? Every business or situation is different, even for products that are identical. So how do you know what will actually work for you?
The answer is simple … you don’t know and no one else knows either.
This is why testing and monitoring is critical towards optimizing conversions. One of the most effective testing methods is the split test. This test is a simple way to measure the effectiveness of different variables within your landing pages. For example, create two separate landing pages, direct 1/2 of your visitors to landing page “A”, 1/2 to landing page B. The next step is to monitor the actual performance stats i.e. the human interaction with each landing page. By monitoring the stats over a finite period of time, you can determine which version of the landing page works best. Then you can begin split-testing for another element … and so on. The Conversation Optimizer by Google does a great job at this and it’s also free to setup and use.
Because even minute changes can make a big difference to conversions and sales, landing page testing is critical. However, as you may imagine it is time consuming and requires constant attention.
Optimum7 specializes in conversion optimization along with all of its associated processes. Contact us today to see how our landing page optimization program, complete with testing, can help you increase your conversion rate and bottom line.
You can call us at 1-800-736-9618.
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