Landing Page Optimization Tips from Joanna Lord at PubCon 2011 #pubcon

Writing a good ad is only half of the battle. Once someone is on your site the conversion process must begin immediately. In this session, Joanna Lord, Director of Customer Acquisition at SEOmoz.org, discusses the process of cleaning up your landing pages to make them produce as much as possible.

Basics of Landing Pages:

• Be specific, be clear
• Clean and concise – bullets, small paragraphs
• Call to action – things that excite
• Branded, Certified, Trusted – positive words, feel comfortable and safe

Advanced: Two sides of advanced

In-house tactics

• Integration (brown bags, education, checklist, ingrate your CMS),
• Automation (Landing page templates, auto-expire pages, Preview/Q&A system)
• Campion Results (Data collection, spotlight efforts, circulate and educate)

On-site tactics – Gets a little crazy and more complicated

• Secondary Conversions
  • Email Address, RSS/Social Subscribers, Social Counts, Become a Member, Downloads/Views, Engagement, Feedback, Loyalty Program, Testing – on site survey, Virtual high-five (make customers feel good/feel right)
• Brand Strengthening
  • Mission statement, Testimonials, Awards/Trusted Sites, Customer counts, Logos, Consistency, Press Mentions, Positivity, Badges
• Testing All Truths
  • Layout, Features, Sentiment, Design

As the marketer, it's up to you to work within your business to make sure your landing page hits all these marks.

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Thanks!

Jennifer Jones - MSFT