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Posted:  10 Jun 2008 13:18   Last Edited By: Slingshot

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Landing Page Optimization can make the difference between the success and the failure of PPC campaign. We find that most landing pages convert less than 5% of their traffic into actual clients or prospects. That has been acceptable since traffic did not cost as much. But with rising PPC costs, there is a lot more focus on conversion rate. One of the approaches we followed is creating optimized landing pages is starting with creating customer personas which the copy and the design of the page will cater to. At the end, we do see landing pages with conversion rates between 10 to 15%.
Posted:  10 Jun 2008 22:39

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I had never heard of Landing Page Optimization before, but if it can make the difference between the success and the failure of PPC campaign then really I need to know more about it. I agree that traffic is costing more and more today than it ever did. This does look good thanks for the info.
Posted:  19 Jun 2008 09:58

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That is true but I don’t think that I would hire someone to do it for me because I could do it by myself.  It could save me lots of money.  From what I know hiring someone would cost you around a few hundreds.
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Posted:  19 Jun 2008 19:31

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Well when you build a website you need to think economically and if a PPC campaign doesn't work then you will have lost money as well as time and effort. Landing pages are therefore an important part of getting traffic to your website and if the traffic doesn't cost as much then it is more economical. I think creating optimized landing pages is very good because you are creating them based on the clients needs so they will be more successful.  I think it might be worth paying someone to do this if there are better results because you would be saving money in the long run.  Learning the different components of what makes a website work is important.  Hiring someone that costs too much would not be good either unless you could guarantee results that would save you money in the long run.
Posted:  31 Jul 2008 19:15

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When it comes to landing page optimization, A/B testing is helpful. There are certain things that should be on the landing page, like a call to action, but its placement, wording, graphical representation, etc. can be more effective one way vs. another. A/B testing is usually the best way to figure out what combination works best.

Reading case studies of successful campaigns in your industry is a good place to start to get an idea of what may work and what may not. From there, you can either try it yourself, or research companies that specialize in PPC and landing page optimization.


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