What Makes a Good Landing Page?

September 28, 2006 by  

MindValley has published an article about increasing your conversion rate with targeted landing pages. A good landing page, according to them has the following qualities

1. The headline and copy correspond to the ad that triggered the page.
2. The focus is on getting visitors to take one specific action.
3. There are no distracting navigational links.
4. The copy is short.
5. There is a prominent subscription form or checkout option.

A landing page is usually shorter and more straightforward than the copy on your normal website but it doesn’t necessary need to be short. It should be as long as it needs to be. High ticket items would sometimes necessitate longer copy.

Your target visitors may demand more information before they are convinced to take the specific action especially if there’s no ‘pre-selling’ takes place earlier before they reach your landing page.

But then, one can argue that you can always give an option to your visitors to obtain more information once they’ve landed on your shorter landing page. Long or short copy, the numbers will tell if you do the right thing.

I particularly find the statistics part in the article interesting. Apparently currently only about 20% of your competitors actually use a landing page. It’s expected the number of PPC advertisers with landing pages mushroom to between 40% and 50% within another 1- 2 years.

So currently, having a landing page is still a significant advantage.

The full article can be found here: How To Increase Your Conversion Rate With Targeted Landing Pages

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Comment by Vishen
2006-09-28 23:07:28

Hi Sabahan

THanks for sharing my article. I appreciate it. I see you’re in Malaysia – we have an office in KL. Drop by sometime. We’re always looking to hire and partner with smart Internet marketers in Asia.

I also see you use another MindValley innovation on your blog – the BlinkList bookmarklet badge.

Comment by TheWheeler
2006-11-03 21:00:03

The best example is Adult Friend Finder landing pages. There’s no Internet user that haven’t seen this. You have to mention Geo Targeting, too! 🙂

Comment by Kitty Karsen
2006-11-10 04:06:59

I agree with the comment above the best example is pages similar to AFF.

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