1. Landing Pages

2. Mistakes “Poorly chosen or poorly designed landing page negatively impacts conversion rates” (Quoted on Overture) Using your homepage as a landing page Sending to landing pages that use too many keyword phrases Poorly designed navigation Targeting international users with one site in one language Poor call to action

3. 5 Steps to success 1. Be Clear Determine what is the end goal of the landing page (Lead, Sale, Email) & target Quotes from respected third & editorial sites Clear and Concise Return Policy Good Copy = Good Results – Don't ramble on but beware don’t be too simplistic either. Interesting find: Germans on average prefer very detailed copy about the product where Americans require smaller amounts of data.

4. 5 Steps to success 2. Aggressive Strong call to action Work your landing pages in conjunction with other ads throughout the company Maintain brand and website look & feel

5. 5 Steps to success 3. Creative Combine usability with design Location of ‘Buy Button’ Combine Text links with Image links

6. 5 Steps to success 4. Localized There is more than English spoken in the World Are you targeting a UK audience or Italian audience? Give them multi language purchase options Focus your localized energies & filter out areas that don’t buy

7. 5 Steps to success 5. Analytical Web analytics tools are a must – Don't just guess what is going on. Try www.clicktracks.com Free Trial and also www.webtrends.comwww.clicktracks.comwww.webtrends.com Use A-B testing as much as possible to quicken the analysis of your landing pages You have to know exactly who is visiting from where Do research on products and users

8. Good Example

10. Testing Testing Testing Think of the landing page as a constant work in progress rather than a masterpiece Building a compelling landing page is not an exact science, be flexible and responsive to your buying audience. Realize that even the smallest change can affect conversions. Change the Masthead of the Landing Page Change the location of the Buy button Change the style of the copy (fluffy or techie) Change the length of the copy A/B Testing Use TradeDoubler’s EPI tool A small improvement can have a big impact on profitability!

11. Questions?