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In this 11-part course landing page expert Oli Gardner and 10 renowned conversion rate optimization experts (including Rand Fishkin, Peep Laja, Michael Aagaard, Copyblogger, Hubspot and more), will walk you through how to create high-converting landing pages. A landing page can be any page that someone lands on after clicking on an online marketing call-to-action. This creates the need for two types of landing page – a lead generation page and a click-through page.
Once you have a lead’s permission, you then try to convert them into a customer by combining the two most powerful 1-to-1 communication tools a marketer has – email and landing pages.
Click-through pages (sometimes called jump pages) are designed as a conduit between a marketing ad and it’s final destination. Commonly used for ecommerce, click-through pages provide enough information to inform the buyer, making them ready to purchase, before pushing them further down the funnel – probably to a shopping cart or checkout. Landing pages live separately from your website and are designed to only receive campaign traffic. If we look at an example of a WebTrends landing page, which is focused entirely on a single campaign objective, you’ll notice that it has only one call-to-action.
It’s immediately clear what you are supposed to do on this page, complete the form to download the data sheet. Landing pages should have all navigation and extra links removed so there is only a single action for your visitors to take. With 50 links on your homepage, your attention ratio is 2% – compared to 100% with a single CTA. Webinar registration for live online sessions, often with Q&A with experts and special guest presenters.
Or any of the lead capture uses listed above, if you want to use an introductory page before sending them on to the landing page with your lead gen form. Most visitors are impatient and will leave your page within a few seconds of arrival if you don’t reinforce their intent with a matching headline and purpose (quickly and clearly). By ensuring a strong message match, you are letting the visitor know that they made a “good click”. A weak message match will result in a higher bounce rate and thus a drop in conversion rate.
Not only is the copy perfectly matched here, but there is also a very strong “design match”, where the visual treatment of the landing page has been incorporated into the banner, helping to further reinforce the connection between banner and landing page. Conversion scent, or information scent, is another way of describing the connection between your source ad and your landing page. Maintaining the information scent from ad to landing page is a critical factor for conversions.
The more contextually related your page headlines are to the calls-to-action people clicked on, the more likely those prospects are to make the connection that your landing page is for them. To round out the first day of the course, we’ve got a video for you so you can observe just how bad message match can be. Large dating sites have become a popular target for phishing attacks, demonstrating how cybercriminals shift from bank accounts to other, new targets.
Of the 862 PHP scripts Netcraft found, only 8 were designed to steal bank account information.


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The success of your website promotion and marketing initiatives is dependent upon your goals and your carefully planned strategy. An element of campaign success often overlooked is the landing page your targeted respondents will arrive at by following the link in your ad. The home page of your website is typically designed as a general introduction to all that you offer. An internal page of your website may contain the specific product or service information promised in your ad but does it speak directly to respondents in the same way that compelled them to click your ad?s link in the first place? It most likely provides a generic description of the product or service or addresses a typical need different from the one in your ad.
A targeted landing page offers you the ability to control, track and report on each element of your campaign. You know that athletes are interested in physical endurance and performance while college students are interested in mental endurance and performance.
The content developed also takes into consideration the frame of mind of the person clicking on the link. Use what you know now about your anticipated respondents, and what you learn throughout your campaign, to craft a targeted landing page that speaks directly to a specific group about why they clicked your link in the first place. Another great benefit of targeted landing pages is the ability to track both user interaction and conversion using tools like Google Analytics.
This is a landing page I designed as a place to drive health care professionals to a more focused message. The course includes step-by-step instructional videos so you can follow along, creating your own landing pages as you go. In essence it floats alone, only accessible from the link you’re providing in your marketing content (the call-to-action in an email for example). Videos or product images paired with a description and product benefits help to persuade the visitor to click the call-to-action. As we’ll see, this separation allows them to be focused on a single objective and makes analytics, reporting & testing a simpler task.
It speaks to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site. Each link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate. Message match is the ability of your landing page to reinforce the messaging presented on the link that was clicked to reach the page. The scent begins when the ad is seen, and is maintained or ended when the visitor sees your landing page (depending on how strong your message match is).
A great way to ensure your message match is strong is to write your ad CTA on a piece of paper and your landing page headline on another piece of paper underneath.


The internet monitoring company Netcraft found hundreds of PHP scripts on a hacked server, many of them designed to steal passwords of dating site accounts. On most sites a paid subscription is required to make contact with other members and the cybercriminals hope paid accounts look more legitimate. It functions as your beautiful lobby where visitors learn more about reaching the department that interests them. You are able to present a marketing message that takes advantage of information you already know as well as the information you will learn from the campaign over time. In order to specifically address the differing needs and interests of the two groups, a targeted landing page is developed to receive each one separately. The college student, for example, who wants to overcome his tiredness and do well on his exams, and not give up any time he spends playing games :), clicks on the ad for the energy drink that promises the solution. Solution to enhance physical endurance, solution to enhance wakefulness or mental endurance, etc?.
Although not impossible, it is more difficult to conduct this type of comparative testing on the home page or internal pages of your website, particularly where there are CTA’s not specifically related to your ad.
By tracking results on targeted landing pages (especially by setting up Goals in Google Analytics) the data you gather is specific to your campaign and not diluted in any way by visitor behavior outside of your campaign.
This design incorporates graphic elements of the brand's campaign, but uses them in different ways. Dedicated landing pages are standalone pages that are designed for a specific marketing campaign. By trying to establish a relationship they try to seduce the other member to pay all kinds of costs for them like for food,  flights or medical treatments. Hopefully you have presented your content to welcome and guide your different audience groups effectively; however, it is still a general introduction that may not be addressing the specific concern raised in your latest targeted email, AdWords or banner ad campaign.
You strategically place your ads on various content sites specifically geared to the different target groups: maybe healthy living and exercise sites for the athletes and popular video and gaming sites for the college students. Highly focused content is developed for each of the landing pages that clearly confirms to the user the reason why he responded to the ad and clicked on the link in the first place.
He arrives at a landing page that acknowledges how he feels, accepts his need to engage in these targeted activities, and demonstrates how the energy drink is the solution to his pain. This concentrated data can be used to make adjustments to improve your overall results and increase your ?return on advertising spend? (ROAS). Pour couronner le tout, ce theme WordPress est livre avec un systeme de gestion de la page d’accueil.
Email is the best way to get in touch with me and I'm always up for chatting over a cup of coffee. Once they are on the fake site, the scammers ask them to login and then steal the username and password. The landing page speaks directly to the specific pain identified in your ad that prompted the user to respond.



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