Notes on landing pages [Podcast]
5 June 2011
I’ve not posted for a while, so I thought I would get the head phones on, listen to a podcast I’ve been wanting to listen to for a while and write up some key points. It’s a Mixergy podcast on landing pages with the co-founder of Unbounce, Rick Perreault.
Landing pages are playing an important role in what I’m doing at the moment. The hard thing is getting facts or evidence of what works and what doesn’t, so I was hoping the podcast would have some insight! Here are the key points:
You can get up to 40% conversion rates if there is a consistent message across your ad (e.g. PPC) and your landing page.
What shouldn’t a landing page have?
- Lots of copy (or be an internal product page)
- Navigation
- A lot of links
What should a landing page have?
- A clear message
- Have a few points that extends your ad
- Clear call to action (but make it clear > “sign-up”, “buy”, “get started”, etc.)
- Make it clear what is required
- A CTA in the top right hand side of the page
- Single focus message (not multiple messages)
You have to test the landing page. Small changes can make a big difference. An example was removing some a couple of text fields in a form.
Spend less on advertising and more on optimising. But you also need to understand who you are speaking to. Are you speaking to the right audience?
You should have different landing pages for different channels i.e. PPC, social media, email marketing, etc.
Don’t mix PPC and SEO. You shouldn’t be optimising your PPC page for organic search. PPC is for conversion, organic pages are for attracting traffic. There is no happy medium.
The use of video can see 80% improvements in conversion rates
Try whichtestwon for seeing what other people are doing
The biggest challenges for marketers are knowing what to test and getting the pages built by IT
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The podcast is definitely worth a listen to. The points above will certainly be useful. The full transcript of the interview is also available.
Mixergy is run by Andrew Warner and has hundreds of interviews, mainly with leaders in the online space. Check it out!
Tags & categories: conversion, landing page, ab testing, ads, ppc, unbounce, | Categories: Analytics, Podcast,
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