GlobalSpec’s “Marketing Maven” Newsletter had a good article on landing pages for online advertising, like AdWords. First they provided this graph to peak interest:
The message being that a specific landing page doubles response from using your home page as the landing page. For me, making specific-match landing pages is impractical, but a theme-match is. The article goes on to offer some practical advice:
- Match Landing Pages to the Creative: “Consistency…lets visitors know they’ve arrived in the right place.”
- Focus on the Task at Hand: Make your call to action obvious and attractive.”
- Make Friendly Forms: “Collect only the data you must have right now.”
- Simple Pages are Best
This whole thing makes sense to me since web users don’t tend to spend much time on websites they visit. They need to find the info they are looking for quickly or they are gone.
This whole thing makes sense to me since web users don’t tend to spend much time on websites they visit. They need to find the info they are looking for quickly or they are gone.