Building Landing Pages for Google AdWords - More Landing Page Tips

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Keep in mind:

• People do not read websites; they scan them.

• You have 5 - 15 seconds to get a visitor's attention once they arrive on your page.

• The average online conversion rate is 2%, with 10% being extraordinarily good.

• The headline is the first part of the page that people see; thus, a persuasive headline can double your conversion rate.

• Visitors mostly pay attention to the upper left hand side of the screen, thus it's vital to put key benefits there, along with the most important information about the offer. Make sure to keep vital pictures on the left side as well. (View eye tracking studies by Useit.com: http://www.useit.com/eyetracking/)

Make the landing page a logical continuation of the ad - online users operate like "dogs," in the sense that once they pick up a "smell" they follow that smell until it leads them to their goal. The sharper the smell, the more likely the user is to follow it: conversely, weak or interrupted scents turn visitors off of the path.

The "smell" or "scent" are the keywords. Keyword-rich headlines, along with keyword-rich copy that matches the want/desire of the searcher, represent a sharp smell. More on this by Bryan Eisenberg:

• When visitors found the "trigger words" - keywords that either get stuck in their heads, either consciously or subconsciously, often from advertising - on the landing page they're sent to, they were content with what they found a whopping 72% of the time.

• When these same visitors didn't see their trigger words on the landing pages they found, their search was only successful 6% of the time. GrokDotCom

On top of being vital to conversion rate, keywords help with search engine visibility.

Call to Action - Studies and tests have proven that a call to action in the form of a link works better than graphics and buttons. It's not clear why links work better than buttons, but they do.

Also, unless you're optimizing your website (which you should), you can use long links to drive prospects along the sales path of your website. Future Now has detailed the methodology in their book Waiting for Your Cat to Bark (along with tons of other valuable practices).

Sales Letter - A persuasive sales letter can quadruple conversion rates, so be sure to put time/money into one.

Landing pages are a crucial part of your ad success on AdWords. Be sure to put effort into creation of persuasive landers. Learn how to do the hard work yourself, or outsource the task to professionals. Either way, do not leave it to chance. Traffic is only a statistical number if it doesn't deliver the sales. Your bank statement will appreciate the work.

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