Landing pages are the bread and butter of online advertising. They are probably the biggest factor that determines the success of a campaign. However, most campaigns tend to point to a generic home page.
To run a profitable online advertising campaign, you need to focus on the details. You must tailor your landing page in accordance to the action that you want your customers to take.
Congruency is key. Your message and the design of your ad must flow into the landing page. This also applies to any offline material you might use to promote your business.
You have six seconds to make an impact. Studies have shown that there are a set of basic best practice techniques in landing page design, but they can be refined even further by using A/B testing.
A/B testing is using two landing pages 50% of the time each. You let the test run for a period of time until you have enough traffic for measurable results. You keep the page that generates the most leads/sales.
Google Website Optimizer is a free tool that helps you do this. Along, with Google Analylitics it’s a must use tool when you are running an advertising campaign. You must work at improving your results. It’s extremely rare to strike gold straight out of the traps.
By improving your landing page by testing and measuring you can generate more revenues and therefore make your campaign more profitable.