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iProspect, a search engine marketing company, January 2009 survey determined that more than half of the survey takers respond to display ads, a finding that is consistent with the view of online retailers who believe that display ads are an extremely valuable form of advertising. Okay then, you know that you can attract potential buyers with a pay per click ad; now it is up to you to seal the deal with a conversion. One of the most important paths to creating conversions is the landing page. How do yours stack up? Destination URL It is simple but it is true; many linking URLs do not work properly. You may not always be able to figure out what happened or anticipate a broken link. Consequently, go out and test the links regularly. Differences in Browsers Have you tested your landing page under different browser conditions? Do you know how quickly it loads? Does the viewer see the most important information regardless of the browser being used? If not, you are hurting your business. Easy Purchase Opportunity What is your landing page? If it is your home page, stop and change it right away. When a potential buyer clicks on your ad, they are looking for a product or a service. Do not make them search your site to find what they are looking for. The landing page should hold the product or service information they need to make a purchase, a call to action and the opportunity to make a buy directly from that page. Alternative to Purchase Industry watchers suggest conversion rates in the 3-5% range. That means that 95% of the people that you have gotten to your site leave without finalizing a purchase. Maybe you can make them purchase that day, but you should certainly try to get them to stick with you in some way so you can spend some time convincing them to buy your product. Be sure that your landing page gives people the opportunity to opt in to a newsletter, a white paper, email alerts of sales, something that allows you to put a hook into the clicker and continue the selling process. It makes good sense to track these secondary conversions both in terms of your success in hooking them with an alternative and then checking to see if those alternatives ultimately inspired a sale. You might also look at the timing between choosing an alternative from your site and purchase. You may be able to work on closing the time gap. You can also use that information to predict one component of future sales. Test Alternative Pages Your landing page is so important that you really need to know what works best. Testing landing pages is easy to do. You simply use the same ad to attract potential buyers but create a link to different landing pages. There are a variety of software tools that you can use, including Google Adwords tools, to track the results of your landing page testing.
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