Landing Page Optimization

Is your web site landing page optimized? If not, you are missing vital traffic. Simply putting up a page is not good enough in the highly competitive internet world we live in.

It is essential that every business have its landing and home pages optimized, using the latest tools in testing, multivariate and A/B. We have the tools available to target your audience, optimize your landing page, and ultimately increase the number of visitors coming to your site.

Whether you are trying to reach people in Tampa, St. Petersburg, and Clearwater or around the world, we can help you meet those goals.

Common Mistakes When Landing Pages are NOT Considered

1. The link goes to general page (mostly the homepage) that only loosely connects with the banner message.
2. The landing page is too long and too confusing. It is not clear what the business wants the visitor to do.
3. The landing page is executed in a heavy Flash file that takes forever to load and is all fluff but no content
4. The key message / action is hidden somewhere is a complicated navigation structure and not clearly visible on the page.

These are common mistakes. Testing solves many of the problems and we recommend an approach as follows:

1. Identify the optimization target. This answer should come from the owner of the campaign. The person that pays the bill, the person that grew up with newspapers and TV (some education might be necessary). You would be surprised by the number of advertisers that cannot answer the questions. “What do you want the visitor to do, after he / she clicked the banner?” Often the answer is “Read the content on my website.” That is not enough.

In the best case you can drill down to specific actions (download whitepaper, fill in form, play video, sign up for newsletter, click on store locator). In the worst case you need to settle for metrics like bounce rate or pages per visit.


2. Measure the performance of the current landing page based on the target.


3. Develop a hypothesis, why you conversion rate is bad. Trust us it is worse than it could be. If you start with your optimization, any of the common mistakes above will serve well as a starting point.


4. Develop an alternative landing page that fixes the problem and run an A/B test. Google provides as free and easy to use tool, Google Website Optimizer, that lets you run these tests without any changes to your banners. The test will tell you know which alternative page performed better.


5. Then choose the better alternative and start the process form the beginning.