Without an effective landing page for each and every ad campaign you undertake, you're wasting money and customers. The ad attracts the prospect's interest, but landing pages are supposed to pick up where the ad leaves off and lead the prospect to complete the transaction. The hours and hours it will take you to perfect your landing pages are an investment in success. Failure to do so results in failure, especially if you are in the direct marketing side of e-commerce. This short book explains exactly what a landing page must accomplish to get your prospects to complete their transaction and enable your advertising do its job.
Here is the table of contents for this 28-page book (fully revised November 4, 2004). In the new edition, the content is clarified, illustrated, includes a section on building trust, and expands significantly on the original 2002 version.
What Is a Landing Page?
The Job of the Ad is Different
Bridging from Ad Copy to Your Sales Pitch
British Airways Example
Internet Security Example
Keep Your Goal Clear
Simplify, Simplify
Long Copy or Short and Sweet?
Psychological Factors
Enhancing Desire
Creating a Rationale
Making the Offer Compelling
Building Trust
Open Small Windows that Answer Objections
Don't Forget Your "Call to Action"
Easy Ordering Process
Paste in order button
Track Your Precise Conversion Rate -- and Improve It
Ad Tracking Metrics
The Poor Man's Tracking Method
Tracking by Tagging URLs
PPC Ad Tracking Programs
Multi-Purpose Ad Tracking Programs
Employ A/B Split-Testing
Study Other Effective Landing Pages
Appendix: Landing Page Checklist
About the Author
Why should you buy this book? Because if you follow its instructions, you can increase your conversion rate significantly for PPC ads, e-mail promotions, and product pages on your site. An increased conversion rate is pure profit -- at no additional marketing cost. Let me illustrate.
Let's say you are selling $25 blue widgets.
If you have 1,000 unique visitors to your landing page and sell a total of 10 widgets, your conversion rate is 1% and revenue is $250.
If you can increase your conversion rate to 2%, the same 1,000 unique visitors will purchase 20 widgets and your revenue doubles to $500 -- at no increased marketing cost whatsoever!
If you can increase your conversion rate to 4%, the same 1,000 shoppers will purchase 40 widgets, putting $1,000 in your pocket -- at no extra cost.
How to Develop a Landing Page that Closes the Sale
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