Google quietly announced a modification to the Adwords quality scoring system last week, that could have far reaching implications for anyone using landing pages. The algorythm purportedly looks at the “relevance” of the landing page as part of the score. A more “on topic” landing page should facilitate higher PPC position, and lower costs per click. For more information see the Google Landing Page Guidelines
Does this mean we’ll soon see keyword stuffing and other nefarious tactics on PPC landing pages?? I don’t know, and I kind of doubt it would help anyways, but who really knows how sophisticated this algorytm is.
If you are running Urchin Analytics, Google could actually measure your conversion rate, and include it as part of the score! This is kind of scary, and another reason we’ll never recommend using Urchin to anyone. But then again, if you are actively testing and optimizing your landing page content for conversions, you’ll have a leg up on most of the competition.
A question I frequently get from companies that are new to testing and optimization is… “What is the difference between your company and a web analytics vendor?”
The answer is rather simple, and here is my favorite metaphor. Web Analytics is like looking in your rearview mirror for the turn or business you just missed. It’s all about what has already happened.
Multivariate testing (MVT) is like having a GPS for your website. A GPS tells you the optimal way to get to your destination, where to turn, and how long it will take. MVT similarly will tell you the best way to build your site to get the most sales the fastest.
The question you must ask yourself: Does your business run by looking in the rearview mirror? Are you reactive or proactive?
Came across a new article posted in GlobalSpec’s “Marketing Maven” newsletter. The article titled: “Landing Pages: Three Ways to Improve” was referenced by the B2B Blog, which is how I found it. The article makes another good case for Landing Page use, and offers up some solid tips on improving yours! Its pretty short and I definetly recommend reading it!
MarketingProfs published a scathing attack on best practices written by Michael McLaughlin in todays issue. His article describes the use of best practices in sales presentations. I thoroughly enjoyed it and think most of what he has written definetly applies to Landing Pages and online optimization.
Here are Michaels top 4 reasons for why best practices suck:
1. They rarely work
2. It’s a followers strategy
3. Change comes from within
4. They don’t come with a manual
One of the fascinating things we learn through testing sites is how wrong the “best practices” are in many cases. Every site, sale, or offer is unique, and the only way to know what really works is to test it and find out!
I am excited to announce a new section of our split test/ conversion rate marketing resource center on Landing Page Design. In this section, you will be able to learn all about designing and optimizing effective landing pages.
Give your customers a chance to connect with you on a personal level- through your handwriting! With the Fontifier tool, you can turn your own handwriting into a usable font on your system. They say you can learn a lot about a person through their handwriting- and if you are selling an honest good product, using bits of your own handwriting on your landing page should only help your conversion rate!