The best landing pages
Anna Talerico on Thursday, July 2, 2009 at 02:30PM The best landing pages are the ones that convert. I sometimes call them ‘high-performance’ landing pages. High performing landing pages have 4 characteristics. They are engaging, dynamic, disposable and agile.
An engaging landing experience uses an arsenal of tools like flash, video, social media and pre-conversion segmentation to capture and keep the user’s attention and drive them through conversion.
Dynamic landing experiences are those that are highly context specific, perhaps even personalized with content based on where the user has come from, what they have searched on or what they’ve done in the past. They aren’t static, they are specific.
Most importantly, landing pages should be disposable. The best online marketing campaigns employ continuous testing for continuous improvement. And that means we can’t get too tied down to any one landing page concept. We can’t invest so much into a landing page that it becomes too expensive to trash it and move on if it’s not working.
And finally agile. Landing pages need to be concepted, executed and launched in minutes, hours or days. Not months. We talk to companies every day who can’t get a landing page developed and launched in under 4-12 weeks. That’s a long time. A really long time. A 4-12 week development cycle on a landing page probably means that too many resources are being spent on the page—from IT to agencies to marketing resources—and it probably means it is no longer disposable as well.
So, take a look at your landing pages. Can you use the words engaging, dynamic, disposable and agile to describe them?
Landing Pages, conversions, social in lead generation 
Reader Comments (3)
I am running a PPC campaign but the landing page is not converting. Can anyone recommend a script that allows me to rotate two different landing pages? And find out which converts better. Would appreciate if you could let me know how that is done too... thanks a lot!
HI - thanks for your post. I don't personally know of a script to put on a page to rotate between different page tests, but if you Google it, I am sure you will find many such scripts, including perhaps GWO. Good luck with your tests! You are right that testing is the first thing to try to improve your conversion rates. As your landing page needs evolve, check out our landing page platform, LiveBall, as well. LiveBall enables you to create, test and optimize landing pages without needing IT or design resources.
Settle on a handful of your best keywords, then design a unique landing page for each keyword. It can be the same landing page, but different domain or same domain with a different page name. Make sure the domain or page name matches the keyword(s). Even better, you can modify the ad copy a little to target it to the keyword.
Google will give you extra credit for doing this and your clicks will be more targeted.