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Pay Per Click Landing Pages One of the easiest ways to fail in a per-click campaign is to take visitors to your website's home page. First problem: when visitors don't find exactly what you've promised them, they're likely to start clicking randomly or simply leave your site in frustration and confusion. Second problem: you won't have a way to measure response, so you'll never know how well (or how poorly) you're doing. That's why Beasley Direct Marketing builds a landing page recommendation into every program with an online component. It's usually a two-page sequence in which respondents provide minimal information on a registration page, and then are taken to a download or "thank you" page. Registration Page The design of this page should make a bridge between the promotion that generated the response and the rest of your website. That way, the visitor finds what they're looking for and is preconditioned for what else they'll see as they continue to browse. You'll usually ask database-building questions which may be tied into salesforce.com or another CRM tool but keep your registration form as short as possible since each new question is another opportunity to abandon. And we'll generally repeat the offer from the original promotion to remind respondents why they want to fill out the form. In situations where we are managing your pay-per-click campaigns, we will likely be managing your landing pages for these campaigns as well, and in this case we will be doing extensive A/B testing of your landing pages for form length, copy, offers, graphics and other components to continually improve the performance of your campaigns. We handle this seamlessly for you and report on the results on the backend. Download / Thank You Page This is the "reward" once the registration form is completed and submitted. Sometimes it's nothing more than a confirmation: thank you, your information has been recorded and we'll be in touch. But quite often we'll show a series of links, along with short introductions, to download or access information relevant to the sales proposition. Don't worry if these are links that are accessible through other means on your website; the fact they are aggregated here is an immediate time-saving benefit. To find out more about landing pages, click here. |
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