The Internet revolutionized advertising. Now, the revolution continues.

Optimization Quick Tips

• Match keywords and ads to your landing page. Prospects are less likely to leave a page that matches their expectations.
• Focus your design on your prospect’s demographics and needs to make the offer more compelling.
• You have less than four seconds to catch a prospect’s attention. Make the offer clear and compelling.
• Want to turn prospects into customers? Highlight how your product benefits them.
• By meeting your customers’ needs, you will boost your bottom line, never the other way around.
• Don’t make prospects face tedious forms. Test forms for optimal length and relevant questions.
• Set expectations for how long it will take to complete registration or purchase.
• When important page elements are unclear, people get confused. Make offers bold and easy to accept.
• Pages with multiple calls-to-action are confusing. Define conversion goals before you design the page.
• Prospects will not wait around for slow pages. Optimize for the connection speed of your target audience.
• No one likes a page that’s confusing or difficult to read. Identify unnecessary elements and take them out.
• Make the path to conversion simple and straightforward. Remove distracting navigation options.
• Use landing pages as the entry point into a highly focused sales path. Remove all distractions to the conversion goal.
• Does your landing page match the rest of your site? Create a seamless transition from landing page to conversion.
• Optimize pages for seasons and holidays. Images of turkeys, family, or hearts at the right time of year can boost conversion rates.
• Reach out to existing customers. They’re the best qualified target audience, and you know them already.
• Capture contact information early so you can send offers to prospects who have abandoned the funnel.
• Create offers that have a lot of perceived value for a low cost.
• Apply seasonal or holiday references to PPC text and banner ads to attract new prospects quickly.
• Don’t reinvent the wheel every year. Look at what seasonal testing, SEM, and SEO worked last year.
• During heavy shopping seasons, people are in a hurry to buy. Don’t waste their time. Just sell the product.
• Force your landing page to have a single goal. Remove excess so visitors have two choices: convert or leave.
• Make sure your page title and first line of copy match expectations set up by the banner ad, email, or search activity.
• If your page has a compelling offer, make sure your ads match.
• A landing page is not meant to please everyone, it is meant to drive conversions.
• If your goal is to sell, put less information on the page to discourage knowledge-seeking prospects.
• Customers want to read about the product, not your entire company history. Don’t clutter the page with needless information.
• Talk about your company on your landing page only if it helps calm anxieties about service and quality.
• Waste no time communicating your sales pitch. Show your product or service on your page.
• Remove unnecessary elements from your page and test for the clearest and highest converting message.
• Segment your traffic to see if unique landing pages perform better.
• Look at what your competitors are doing, and what they aren’t doing. Differentiate and test new approaches.
• Try a microsite to keep prospects tightly focused, satisfy their information needs, and drive them to convert.
• Don’t assume your new and improved page will perform better. Test it against your old page.
• When asking for personal information, add a brief security statement to reassure customers and encourage conversions.
• Keep your pages simple. An appealing page with a clear offer gives them less reasons to leave.
• Visitors don’t need excuses to leave your page. Give them a quick, compelling offer.