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.

1. 09/10/2011 09:38
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5 Tips For How To Improving Your Product
Landing Pages
5 Tips For How To Improving Your Product to look at the top left of the page and then their
Landing Pages 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
I
t is important for online marketers to create fully be synergistic with your brand’s values.”
optimized landing pages so that users clicking • “When creating a landing page for mobile
on advertisements are directed to compelling, devices, make sure to consolidate all of the
relevant information that encourages them to in- content, images and copy that’s usually de-
teract with the brand. signated to the left and right sides of a page
[on a computer] and migrate them to the
Mashable interviewed Zach Morrison, vice presi- center of your mobile page. For example,
dent of strategy at Elite SEM on best practices for place your company logo at the top, fol-
creating landing pages that convert. lowed by phone number, call to action and
submit button. … Create a mobile landing
Take a look at his thoughts below, and let us know page that asks the user to do less than they
in the comments if you have any questions on im- would if they were on a computer.”
proving landing pages. • “Social is also great to include on landing
pages. If integrated as a social widget, the
1. Optimize the Layout & Design for user can get real-time feedback from other
Web Reading customers. The “thank you” page is a great
opportunity to ask for additional engage-
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“Eyetracking research studies have shown that ments from your customers and then track
there’s an actual science and method to users’ on- and see what they are interested in.”
line behavior and how their brains and eyes digest
what they’re seeing on the page,” says Morrison.
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“What this means is that a web user is first drawn
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5 Tips For How To Improving Your Product Landing Pages
2. Write Copy With Search in Mind 3. Be Strategic With Images & Video
“Images and video are important to a certain de-
gree, 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 any-
“From an SEM perspective, good copy is important thing in the background of the image. Diapers.
for quality score purposes,” says Morrison. “The com and Soap.com are examples of websites
more copy you use related to keywords and ad copy that use high-quality production standards in
you’re showing on your ads, the less you’ll have to their images.
pay for paid search ads. Good copy is also important
to give the user a positive user experience, and it’s “Having a wide variety of product images is just
also a key factor that Google uses in its search algo- as important as showing multiple angles and
rithm to rank and list companies in search results.” 360-degree views of those products. How-to
videos can also be helpful to users and rein-
Morrison adds, “Web users essentially want to be force user engagement with a brand or pro-
told what to do and where to go. By nature, users look duct. Americanmuscle.com is a great example
at websites and tend to ask, ‘What’s in it for me?’ If of this — the site allows customers to upload
your copy takes the guesswork out of the equation, their own images of products as user-generated
your customers will be happier and click on ‘buy’ content. Customers tend to trust and value com-
or ‘purchase’ or ‘get a free inspection’ much faster.” ments and feedback from like-minded buyers.
Lastly, it’s important to maintain a consistent mes- “If you don’t have a production lab or can’t
sage from your display or search ads to your landing afford to hire a professional photographer
pages. “From the perspective of search marketers or studio every time you want to promote a
and brands, try to match the paid search adverti- product, you can use stock photography sites
sement to the landing page as much as possible,” like istockphoto.com, gettyimages.com or shut-
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advises Morrison. “If you state ’100% satisfaction terbox.com. With sites like these, there’s always
guaranteed’ in your advertisement, that exact copy the chance of running into the same images. So
should be used on the landing page, too.” if possible, pull images from exclusive corpo-
rate libraries. Try to match your photography
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subject to your audience’s demographics and
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5 Tips For How To Improving Your Product Landing Pages
needs/wants, and even better, create multiple Morrison advises to keep your goals in mind and
pages that match different market segments.” form a call to action that revolves around your key
goal:
4. Highlight the Call to Action
“If your goal is to capture a person’s contact
info so that you can follow up with him about
his satisfaction with a product or send him
future promotions and discounts, you should
include a form on your landing page. It’s im-
portant for ecommerce sites to allow people to
enter their contact info so they can be contacted
at a later time.”
And finally, a call to action is often accompanies
by a button that users click to begin the process.
Morrison explains, “CTA buttons need to describe
the action you want the user to take. Some examples
include: ‘Schedule Inspection Now,’ ‘Join,’ ‘Submit’
“A and ‘Request a Call Back.’ The color of the button
call to action is a header image, offer or slogan that should be the bolder of your color palette to create
is asking for some form of action from customers,” some hierarchy. Red and green are typically good
Morrison explains. “The call to action tells the cus- choices that can be easily seen by users. CTA button
tomer what they need to know, what they need to size and placement should also be tested to maxi-
do and where they need to go. mize your conversion opportunity.”
Morrison names a few calls to action that seem to 5. Test & Track Landing Pages
catch users’ attention: “ free shipping, guaranteed
100% satisfaction, free returns, free inspections, no “Multi-variate testing is the process of testing many
obligation, X% off, X dollars off.” variations against one another in order to find the
best combination for higher results,” says Morrison.
A call to action should be initiated within an ad unit, “When it comes to landing pages, you need to see
and it should be reiterated on the corresponding what works and what doesn’t work if you want to
landing page. Morrison says, “Users should be taken improve conversion rates.”
to a specific page that will follow through on the
already promised CTA [call to action]. If a user was Morrison recommends free tools, such as Live
given a call to action about a ‘free trial,’ they should Ball, Website Optimizer and Google Analytics, for
be taken to the page where they can sign up for it. testing landing pages.
Follow through on the promise!”
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“For a business, you’re always looking to increase
Furthermore, a landing page should be transpa- your conversion rates and testing can easily mean
rent about pricing to prevent users from exiting or the difference between a 10% conversion rate and
bouncing off the page, says Morrison. 20% conversion rate,” Morrison says.
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4. 09/10/2011 09:38
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5 Tips For How To Improving Your Product Landing Pages
What tools and best practices does your business
use for optimizing its landing pages? Let us know
in the comments below.
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