The Search Marketing Advisor Newsletter Article:
August 2009, Volume 8, Issue 8

Landing Page Optimization: 3 Tips to Keep Consumers on Your Conversion Path

By Ben Johnson, Search Marketing Analyst, iProspect

Plain and simple, consumers will not take the desired action on a website unless the information, instructions, and path to a conversion point are laid out neatly before them. Given that, search marketers should thoroughly optimize landing pages by controlling the conversion path to achieve higher conversion rates and lower bounce rates.

Not a pretty picture
According to Business Exchange, the top three reasons people leave your website are lack of clarity, unprofessional design, and poor navigation - all of which are key elements in the conversion path. Yet evidence of landing page confusion is all over the Web! Meager hyper links that encourage customers to "buy here" appear below the fold; product pages loaded with gobs of information on features and testimonials abound; and my personal favorite, sites that ask consumers to "click to purchase" a product, only to direct them to another page where they need to click through again.

Getting it right
With conversion-path faux pas like the above, it's not surprising that acceptable bounce rates can range anywhere from 30 to 45 percent. And I don't need to tell you what that will do to your conversion rate. But there is much that can be done to improve the situation. Below are 3 tips to help you do just that.

1. Provide an effective call to action with easy to use navigation:
Utilizing a button (or multiple buttons) to capture user attention and get the desired action can clearly define a path and provide instruction to the user. In addition, button placement, sizing, and color changes can help direct consumer focus to your target areas. For example, placing a large green button amidst white space above the fold with "Buy Today" or "Sign-up Now," can draw the eye and direct consumers to stay on your conversion path.

2. Eliminate exit points:
Driving consumers to a page with multiple exits can kill your conversion rate. While this is especially true for lead generation sites, e-commerce entities need to consider it as well. For example, if someone searched for, "home loans" and found your PPC ad, you may want to take away any navigation elements pointing to "auto loans" or "checking accounts." The fewer pages a consumer has to go through to make a purchase, the better. Keeping the consumer in a focused environment with products and services that appeal to them (after all, they searched on it) keeps them on your conversion path.

3. Keep information concise and clear:
While we all know that content is king in search, providing users with too much information can delay conversion time and bog consumers down to where it might actually prevent a conversion. To avoid having that happen, keep in mind that people like to consume information in chunks. Utilizing bullet points that feature product details, testimonials, or contact info is an efficient way to communicate information. Keeping information short and to the point will allow for quick consumption, and not pull the consumer away from your conversion path.

Remember, consumers are at your site for a reason; make it easy for them to find what they need. By fully optimizing your landing pages by implementing and testing the above tips, you can take control of the conversion path. Doing so will both reduce your bounce rates and boost your conversion rates.

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The Search Marketing Advisor Newsletter Article: August 2009, Volume 8, Issue 8

Landing Page Optimization: 3 Tips to Keep Consumers on Your Conversion Path

The Search Marketing Advisor Newsletter Article:
August 2009, Volume 8, Issue 8