How To improving landing pages

Oct. 9, 2011 - PRLog -- 5 Tips For How To Improving Your Product Landing Pages

It is important for online marketers to create fully optimized landing pages so that users clicking on advertisements are directed to compelling, relevant information that encourages them to interact with the brand.
Mashable interviewed Zach Morrison, vice president of strategy at Elite SEM on best practices for creating landing pages that convert.

Take a look at his thoughts below, and let us know in the comments if you have any questions on improving landing pages.

1. Optimize the Layout & Design for Web Reading

“Eyetracking research studies have shown that there’s an actual science and method to users’ online behavior and how their brains and eyes digest what they’re seeing on the page,” says Morrison. “What this means is that a web user is first drawn to look at the top left of the page and then their eyes follow a diagonal line across the center to the bottom right of the page.”
Morrison suggests placing the company’s logo and the key messages in prime locations so that readers are digesting information in the best order possible.
Morrison also points toward three design tips for creating user-friendly landing pages:
“Always match the colors of your landing pages with the overall look and theme of your website. If users move between your landing pages and your site’s home page, it should feel like a natural progression and be synergistic with your brand’s values.”
“When creating a landing page for mobile devices, make sure to consolidate all of the content, images and copy that’s usually designated to the left and right sides of a page [on a computer] and migrate them to the center of your mobile page. For example, place your company logo at the top, followed by phone number, call to action and submit button. … Create a mobile landing page that asks the user to do less than they would if they were on a computer.”
“Social is also great to include on landing pages. If integrated as a social widget, the user can get real-time feedback from other customers. The “thank you” page is a great opportunity to ask for additional engagements from your customers and then track and see what they are interested in.”

2. Write Copy With Search in Mind

“From an SEM perspective, good copy is important for quality score purposes,” says Morrison. “The more copy you use related to keywords and ad copy you’re showing on your ads, the less you’ll have to pay for paid search ads. Good copy is also important to give the user a positive user experience, and it’s also a key factor that Google uses in its search algorithm to rank and list companies in search results.”
Morrison adds, “Web users essentially want to be told what to do and where to go. By nature, users look at websites and tend to ask, ‘What’s in it for me?’ If your copy takes the guesswork out of the equation, your customers will be happier and click on ‘buy’ or ‘purchase’ or ‘get a free inspection’ much faster.”
Lastly, it’s important to maintain a consistent message from your display or search ads to your landing pages. “From the perspective of search marketers and brands, try to match the paid search advertisement to the landing page as much as possible,” advises Morrison. “If you state ’100% satisfaction guaranteed’ in your advertisement, that exact copy should be used on the landing page, too.”

3. Be Strategic With Images & Video
“Images and video are important to a certain degree, because they can increase user engagement and create a personal connection with users,” says Morrison. “But you shouldn’t use images and videos on your landing pages just for the sake of it, or clutter your landing pages with excess images and videos. It should be part of your landing page strategy, not the whole focus.”
When it comes to product photos, there’s no shame in going traditional. Morrison says:
“Use white backgrounds for product photos. Don’t show corners in your images so that it looks like the walls curve and you don’t see anything in the background of the image. Diapers.com and Soap.com are examples of websites that use high-quality production standards in their images.
“Having a wide variety of product images is just as important as showing multiple angles and 360-degree views of those products. How-to videos can also be helpful to users and reinforce user engagement with a brand or product. Americanmuscle.com is a great example of this — the site allows customers to upload their own images of products as user-generated content. Customers tend to trust and value comments and feedback from like-minded buyers.

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