Wednesday, 6 December 2006

Landing page optimisation

appears to be the flavour of the month in many circles. And for good reason: If the banner, search or other online ad is your storefront then the landing page is the store – the product selection that you put before your potential client. First impressions are lasting impressions, that being said, the initial landing page is just the beginning of the on (and off) line customer journey. The subsequent pages which guide your visitor to the “success event” of your site – be that a purchase, a request for further information, registration etc are equally important. According to a Stanford University study the following are the key elements to optimize:

  1. Headline
  2. Offer
  3. Lead
  4. Benefits
  5. Images
  6. Look & Feel


Even minor improvements in these elements will positively influence conversions on your site. How will you know which ones? By testing of course! The direct marketers have long understood the need to test to eek out increases in responses to offers – the same skills need to be deployed online.

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