Before you draw conclusions from your split tests and your analytics, you need to test your results for statistical significance. Jumping to conclusions about the effectiveness, or lack thereof, of a change in your campaign could be a costly mistake. If you need a simple tool for comparing simple A/B tests or comparing analytics data from one time frame with another, then use the statistics tool at prconline.com.
Key elements that make a great landing page
If you want to read a great article by some of the best minds in landing page research, try this post at MarketingExperiments.com. You will find links on the page to podcasts that describe the very latest research in landing page optimization.
The experts at MarketingExperiments.com stress that landing pages need to be consistent with the ads that brought the visitor to the page. The landing page itself should have one consistent message that is clear to any visitor (just because you know what you are selling doesn’t mean the visitor knows). The headline on the landing page should grab the reader’s attention, and the ad copy should clearly express your value proposition. The page should have a clear call to action with phone numbers, action buttons, and lead contact forms clearly visible on the page.
Your content should be organized on the page, so the reader can follow it straight down the left side of the page with no interruptions. Use a two-column format or one-column format with the column on the right if possible. The points mentioned above sound simple. The
If you want to do some homework on your own to improve your Internet marketing campaign, we recommend you check out MarketingSherpa.com and MarketingExperiments.com. In fact, if you go to these sites and subscribe to their newsletters, you will likely find some ideas right away that will generate instant improvements in your campaign. For search engine optimization news, trends, and advice, there are dozens of blogs and sites that provide a wealth of information. One of our favorite sites is Sphinn.com. This site is modeled on the Digg.com social bookmarking platform. You will see articles on this site posted and ranked by the very top experts in the search marketing field.
Although the interview is limited to discussing e-commerce sites, the topics covered can be applied to lead-generation sites as well. In the webinar, conversion expert Ayat Shukairy of INVESP Consulting gives a detailed explanation of how her company increases her clients’ conversion rates into the double digits. Bearing in mind that most e-commerce sites only convert 2 to 3 percent of their traffic, this can mean an enormous increase in profits. If you invest time and effort in increasing your conversion rates, you will absolutely crush your competitors. Watch the video, learn the methods, and then call us to help you implement a careful plan to improve your campaign. Increasing conversion rates is probably the most important part of any campaign. Most people become obsessed with increasing traffic to their site. Imagine seeing a fourfold increase in your sales volume without spending a dime more on traffic. Furthermore, improving conversion rates is a capital expense that builds equity in your site. Sites with high conversion rates are extremely valuable because they are securing a long-term future for themselves in the market.
While most people jump to conclusions and speculate, we choose to follow the research on this long-debated topic. The general rule of thumb is that the more expensive and complex your product is, the longer your copy needs to be. Most expert copywriters agree that ad copy needs to be as long as it has to be to present the full story about your product. Sometimes this is 200 words, and other times it can be 5000 words.
If you have the time, we highly recommend you listen to the audio and read the complete study at marketingexperiments.com. Below is a brief excerpt from the study in which the authors summarize their findings:
Again, long copy outperformed short copy; this time by an even greater factor of nearly four to one. Our ROI was a dismal -66% for the short copy page and a very respectable 50% for the long copy page. In general, long copy offers the following advantages:
1. Your visitors will have most of their questions answered and will have less anxiety about ordering from you.
2. Long copy can reduce customer service by qualifying your customers to a greater degree.
3. Long copy with bolded
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