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Start-up Keylime Toolbox was founded by Vanessa Fox a former Googler who helped build Google Webmaster Tools and most recently sold her previous search analytics software, Blueprint, to RKG. Keylime Toolbox also segments queries by branded and unbranded, as well as by site-specific topics. For the report to be most valuable, users need to enter their tracked keywords into Moz Analytics and continue to build out that list of keywords — with suggestions from the Opportunities tab in Moz Analytics, for example.
As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land.
SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23.
MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. For performance marketers, the purpose of using a landing page is to generate a lead, most often via form submission or phone call. There are already a number of great articles written from industry leaders such as Unbounce, WordStream and Kissmetrics about landing page best practices, each offering recommendations in regards to link usage. WordStream’s own Megan Marrs writes: “Great landing pages keep careful note of all pathways entering and leaving their page. And the same wisdom is repeated in Kissmetrics’ Beginner’s Guide to Landing Pages: “The first major difference between your normal website and your landing pages is that your landing pages shouldn’t have your usual site navigation.
We wanted to learn more about the state of landing page links and how marketers are opting to use (or not use) links on landing pages. 0 links – The purpose of a landing page is to generate a response on-page (usually a phone call or form conversion). 10+ links – As stated, the primary purpose of a landing page is most often to generate a form submission or phone call. The top two most popular landing page links include the Logo (usually placed top left, leading users back to the homepage), and Privacy link.
For marketers that aren’t able to attribute leads accurately if users navigate and convert off-page, running a test could improve conversion rates and get you more of the credit you deserve! Privacy links are most often the result of Legal teams, and in some industries non-negotiable. Expanding the data shows that the 15 most popular links to include on landing pages include: Logo, Privacy, Contact, About and Twitter.
Also interesting to note that by percent share, Logo and Privacy links account for 46% of all landing page links. Site links – On average 67% of landing page links lead users to additional company pages like the privacy page. Social links – While providing site links keeps users relatively focused on the company, offering social links brings users to a completely different experience. Landing page links can be conversion enhancements, distractions or non-impacting but the most important part of your landing page strategy is to always be testing, so if you haven’t tested your links strategy in a while then now is the time!
This article was contributed by the team at Crayon. Crayon is the most comprehensive collection of marketing designs on the web. I think you're right, there *is* an argument for providing access to further information on landing pages for folks who don't want to convert right away, even though these extra links are likely to reduce the short-term conversion rate. From the data in the article, though, it looks like a lot of landing pages link to the Contact page and off-site to social networks like Facebook and Twitter. I have always thought that links other than those associated with a conversion would be a distraction on landing pages. I know it's anecdotal, but as a customer, I refuse to convert based on the information on one landing page alone. With so much traffic being driven these days via social media, it’s important to implement designated social media landing pages as part of your marketing strategy.
That last point is where the situation really changes for social media landing pages, and it’s a major deviation to consider. Minimal text as the page’s video explains the insert-your-face video concept (even just the thumbnail before playing the image shows the empty face, so users can understand the concept without even playing the video).
Good related content – while it’s not always recommended to promote other offers on a landing page, the idea works well here and gets visitors excited about making additional JibJab videos. While it’s great that the Facebook ad text is being recycled in the landing page text field, I’d like to see the Facebook ad headline, Add Your Face to “Happy” repeated as well.
The “tags” section seems unnecessary, and is probably an element that should be hidden and just used for site structure and filtering. Next we have a Facebook ad by Health Line First, with the ad text “providing information that is usually hard to find.” Not very helpful, but they earn a few points for being mysterious. Their Facebook page doesn’t give us any details explaining what the company is all about – just that same ad text that now seems more silly than mysterious. Next we have a social media landing page example that comes from The Honest Company, beginning with this Facebook ad. A short form field with a bright button and relevant button text (the “order your trial” is much more appropriate for the offer than a simple “submit”). Great use of color – the color pallet is very nice, and the orange button on the blue form background naturally draws attention to the button and its connected offer. Ideally it’d be great to see the same photo from the ad repeated here on the landing page, but here we’re getting the next best thing – a very similar photo that continues the feel of the first. The scarcity element is a smart way to push visitors into a purchasing decision (19 unites left).
The social proof elements, albeit small, are a smart inclusion (16,000 unites pre-ordered).
While I appreciate the scarcity element on this page, the bar is confusing – is it a visual element to accompany the scarcity number?
I would love to see those trust signals moved above the fold, and maybe the mini-illustrations as well. There is a big trend these days to have a minimalist homepage featuring one powerful image, and while there are certain advantages to that style, it has major pitfalls and won’t work for everyone. As a new and inventive product, Lumo can’t successfully use a minimalist page style because they really need to dedicate space to explaining their original product and concept behind it. This social media landing page is actually its own Facebook tab as part of Downy’s larger Facebook page.
The scarcity element of the countdown clock is a nice way to remind visitors that they have a limited time to enter the contest.
I think we can assume that the main point of this page is to get visitors to enter the Downy contest. The contest entry problems are exacerbated by the entry button, whose color and text matches the non-clickable submissions header below.


We’ve really torn this page apart already, but there’s one more thing that needs calling out, and that’s the lack of entries.
The Facebook ad and landing page offer don’t match at all, and even if they did match, the landing page would still be in need of way too much renovation to earn a passing grade. With Twitter landing pages, you’ll want to match that Twitter mindset – quick, clever, and to the point. If a Twitter user is clicking the link embedded in your personal Twitter profile, chances are they’re looking to learn more about you and your web identity. One could argue that the page is on the lengthy side, but it’s broken up with several headings, so not much to complain about here.
Next let’s look at another kind of Twitter landing page that looks more like the other social media landing pages we’ve looked at, via paid Twitter ads directing the user to a guide or resource.
HootSuite’s pretty big on content marketing, so it’s no surprise that their social media landing pages look good.
Ideally the form would be shorter, and the “submit” button would have more appropriate text. SendGrid is following a lot of landing pages best practices, with the smart inclusion of bullet points, images (even a mini guide image like the one here is a huge improvement over nothing), and trust signals. The form button’s bright orange color stands out nicely against the blue background (contrast is key), and the “Start Reading” button text, along with the mini-image inside the button, is a nice touch. The “6 kickass emails that leverage marketing” from the Twitter post aren’t mentioned anywhere on the page.
That initial tweet was so grabbing – don’t throw it away when it could add further value on the landing page. Let’s take a look at some examples of Pinterest pages, starting with this social media image ad featuring a lovely necklace from Stuff 4 Multiples. I’d recommend moving the email, review, and question options further down on the page, especially if it means making more room for the order button. Everything is pretty clear cut here – it’s your standard online apparel page with a nice bright “Add to Cart” button. I like that they have the same shirt design shown on different clothing styles underneath the main photo.
The inclusion of social proof via buttons is a nice touch, although I might consider ditching the lesser known “Fancy” and “Wanelo” buttons.
There are a few things we don’t need – the search tags aren’t necessary and sizing options could be hidden behind a link.
LinkedIn ads and landing pages aren’t as popular as they are with Facebook, but as the #1 professional social networking site that’s always growing, they can’t be overlooked. Using the color red for the sub-heading establishes its importance – bold text or powerful text colors helps readers interpret your information hierarchy (aka which lines of text are more important than others). Many lines of text break onto second lines when they shouldn’t – it makes the page feel messy.
Lots of bad grades were dished out during this social media landing page evaluation – clearly marketers are still learning when it comes to creating custom social media landing pages for relevant ads. Keylime Toolbox pulls in Google Analytics and aggregated, de-duplicated Google Webmaster Tools data to recapture a sizeable portion of search query data. Performance and trend reporting includes impressions, ranking, click through rates, traffic, bounce rate, time on site and other metrics by segment and individual query.
With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. While all marketers agree on the need to use landing pages, there is much debate about how to best design landing pages to maximize leads. At Crayon, we have tons of data on how real landing pages are built, and real data doesn’t always mirror the best practices. Most of these pages, 40%, feature 1-3 links, followed by 28% with 4-6 links, 13% with 6-9 links and 14% with 10 or more! Any link leading users off-page can serve as a distraction, which is why it’s interesting to note that only 4% of landing pages are designed without links. Therefore, it’s surprising that 14% of landing pages offer users 10 or more links leading off-page.
While the logo link is a staple of traditional website navigation, inclusion on the landing page could impact conversion attribution data.
The majority of marketers do not include social media links on their landing pages, as Twitter represents 6% of landing page links, Facebook represents 5% and LinkedIn just 4%. A few popular reasons for additional site links for users include added credibility, to provide more information or adhering to legal policy. If a user visits a landing page and then clicks a Facebook link as an example, they’ll be brought to their personal Facebook profile and at risk of countless new distractions. If I've landed on something that I recognize as a landing page with no links, I will go up to the address bar and erase everything after the TLD, and check out the rest of the site and see what they're all about before filling out any forms or giving any payment information. People say it distracts from conversions, but I think it helps customers find out more information about you, thus making them more likely to convert. Remember, folks who click your ads and links from social media sites and paid social campaigns are valuable visitors – they’ve actively engaged with your brand on a social network. Your social media landing pages need to cater to the unique needs and mindset of someone coming from a social network. A lot of businesses pour advertising dollars into Facebook, but based on the examples I’ve seen, many still don’t seem to be doing Facebook advertising the way it needs to be done. We’re taken right where we belong, and the sample video featuring the empty face explains the offer concept without the need of extra text. It’s another element to solidly the connection between the ad and landing page, and it also serves as more interesting copy than the “Dances” “Happy” or “video” headline and sub-headlines.
Instead, this space could be used for some social proof elements (such as: 4,327 people have made themselves “Happy!” Are you next?).
We see their logo again, although it remains unclear what the number 7 has to do with Health Line First.
The ad photo and the landing page photo seem to go hand in hand, using similar lighting and colors.
I would choose one powerful product photo and ditch the white on white photos, in which the product is barely visible against the white background.
If so, a meter showing a low value should be orange or red, but certainly not green, which implies that unites are plentiful.
Many landing pages fall victim to this ultra-minimalist trend, and it’s important to understand why it won’t always work, despite being a popular style. Creating custom Facebook tabs is a popular technique for running contests or special promotions.


I feel a bit like a jerk for picking apart so many problem pages, but honestly, there just aren’t many people doing a good job with social media landing pages. Most links shared on Twitter are articles and blog posts, so the idea of having a designated Twitter landing page won’t always apply. The first line directly connects with the visitor’s point of entry with the line “Thanks for clicking the URL in my Twitter profile…” Below these sections he talks about his ProBlogger Twitter account and what followers can expect to see him tweeting about.
The bulleted points make the text easy to scan, and the trust signals in the lower right corner boost visitors’ confidence. In this case, even “download” might be more enticing than “submit.” After all, the visitor isn’t excited to submit their information to you, they’re excited to download their guide.
If we’re really customizing this page as a Twitter landing page, let’s re-use that eye-catching tweet text in the offer description.
However, plenty of businesses use Pinterest for marketing purposes without dishing out the big bucks, and these are the kinds of pins and landing pages we will be looking at today. Well, Pinterest is an image-heavy site, so you’ll certainly want some powerful visual elements included on your Pinterest landing page. The biggest problem with this page is that the order option is below the fold (under Choose Options). These “you also might like” recommendations work here because they are extensions of what we’re already seeing, not just random gateways to other pages that might drive us away from a purchase.
Since LinkedIn is a more professional setting, your LinkedIn landing pages should match with a sophisticated design and professional feel. Even changing the form headline to “Download the free marketing guide” might be preferable. The bullet points are strategically used to break down the main topics the guide will cover. I would shorten the red header so it rests on one line, and then make the image a bit smaller so that the bullet points each take up only one line, rather than two. Let’s hope that you score better – use the lessons we’ve learned today to surpass your predecessors. The company says additional data sources will be added in addition to Google Webmaster Tools. The value is based on a combination of landing page traffic, keyword ranking position, estimated search volume, and SERP click-through-rates, according to the company.
More specifically, one of the common questions that comes up is how to incorporate links on a landing page, if you incorporate them at all. Hence, we programmatically analyzed over 5,000 landing pages in an effort to help marketers benchmark themselves. While featuring 10 or more links at first glance seems like an undisciplined landing page strategy, there are certain industries that require numerous links, while others (social media) encourage them. For instance, if a user navigates to a landing page, clicks the logo link to the homepage, and then calls the homepage number as opposed to the landing page number, are you able to attribute the lead to the right source? Ask if you can include certain verbiage in the footer as opposed to a link and recommend a test. For some industries, however, providing social links is a way of showing credibility or enhancing brand perception. Sure, we see the offer for a free trial, but the ad we clicked was offering two free sample kits – a very different offer than this vague “free trial” which we are told nothing about.
The video should be a bonus way to learn more, not be relied on as a crutch for transmitting details.
In discussing landing page best practices, we often say that you want to avoid a landing page that is very text-heavy, but going the opposite direction, with almost zero explanation, is just as dangerous.
Why didn’t the ad include a “enter our video content to win a free vacation” call-to-action?
However, as Oli Gardner of Unbounce notes, Twitter visitor intent can be pretty specific when it comes to your Twitter profile link. Include a welcome message calling out the fact that the visitor came from Twitter, a mini-bio reminiscent of an About Me page, as well as links to your other social media profiles. Also keep your audience in mind – Pinterest users are predominantly female, making up 80% of the user-base. This is a major foul – the order button is the very last page element you’d ever want to hide below the fold.
Asking for too much information can increase your drop-off rate to nearly 70%, so consider if getting those digits is really worth the loss. We’ve compiled the latest statistics on the state of landing page links for you to consider and incorporate into future testing.
What about if a user fills out a form on the home page after navigating off your landing page? After all, companies might be willing to adjust their policies if it means an increase in conversion rate. This is a huge problem and I’d take a guess than this social media landing page is receiving very few conversions due to the conflict and confusion between the Facebook ad offer and the landing page we see here.
Text size is a main method of disclosing which sections of text are more important than others. However, having that filtering system makes the lack of entries seem all the more pathetic, especially coupled with the huge expanse of white space. In this case, the contest instructions are the smallest type on the page, leading the visitor to quickly gloss over them. There’s already an option to see more styles & colors in the link above, so there’s no need for this huge green banner.
One will inevitability give you the other, so don’t bug the visitor by asking for both when it’s not essential. Instead we see the voting instructions in a larger text, even though getting visitors to vote is not the main goal of the page. Don’t include the voting section at all until there are at least a handful of entries, or at least move the submissions below the fold and use more space to promote entering the contest in the first place!
This text is also largely unnecessary – you don’t need to tell people to click on a video in order to watch it. At the very least, include a sample video or even a Downy promo video so that space doesn’t look so darn empty and sad.



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