Landing Page revisited
Time and time again I click on Adwords to find myself on a generalised page with little or no relevance to the keyword I searched for on Google. Not only will these advertisers find themselves spending more on Cost per Click (CPC, because Google rewards relevancy), they’re chances of conversion are greatly reduced. You’ve got less than 10 seconds to ensure the user can complete the desired action (e.g. sign-up, or add to basket) immediately.The key elements you need to consider on your landing page are:
My friend and colleague Mark Evans, gives us a perfect example in his Exercise Equipment site.
To achieve this level of precision, Google recommends multi-variate testing. Adwords gives such granular detail, that you can measure yield on small changes to your landing page layout and copy. At Webreality we’ve seen multi-variate testing yield an increase from 6% to 10% conversion rates for our customers, so it’s definitely worth the effort.
Comments
Leave a Reply