Choosing the right landing page for the right keywords can have a dramatic effect on the amount of traffic you get, and therefore how much money you make. While it helps to do testing first, here are three guidelines that will help you avoid the pitfalls that some sites fall into and improve your conversions rates dramatically.
Get Rid of the Choices
You shouldn’t present many options to a potential customer. This will just serve to confuse them. If you want them to buy something, put a “buy” link in big letters right where they can see it. If you want them to download something put a “download” sign in big letters right where they can see it. You get the point. Eliminate all other options, or at least put them in really small print so they are hard to see. You want to keep the customer focused on what you want them to do, so why give them other choices? That would just be silly.
Stay True to Your Word
This is very important. You have to make sure your landing pages matches the expectation set by the link that the customer clicked to get to it. If your link says “click to find out how to listen to MP3’s in style,” and when the the customer clicks the link it takes them to a landing page of your main site, and they have to search for what they wanted to see, your customer won’t be happy, nor will they trust you. You must follow through on what you promised in the link or the customers’ expectations will not be satisfied.
Don’t Peacock
While you want your landing page to stand out, you don’t need to be loud about it. Avoid having a ton of visual distractions that will take the visitor out of the buying experience. Only truly relevant information should be displayed. Everything else should be nixed. Visitors to your landing page want to find out about what they were promised in the link and satisfy and expectation. If by satisfying that expectation you get a sale, why would you want to put up road blocks in the form of other visual distractions? Keep it simple, keep it neat, keep it focused.
While these techniques don’t guarantee sales, you sure won’t lose any because of them. So apply them to your landing pages and see what happens. You could just make bank.
