It’s what you do with Traffic to your website that counts.

Have you ever thought about what you’re going to do with all the traffic to your website? The old proverb “You can lead a horse to water but you can’t make it drink” comes to mind here. All the Search Engine Optimization, all the social media strategies, all the Twittering and connecting on LinkedIn will be worth nothing if there is no plan for people arriving at your website.

Landing Pages

What exactly is a “landing page”? As the name describes, it’s a page where people ‘land’ or arrive at your site. This can be the front page of the site but is not always that. A landing page could be a “special offer” page deep within your site. It may be a temporary page from a PPC (pay per click) ad on google or other website.

What do people ask themselves when they get to this landing page? Like arriving at any new place, they want first to feel secure and then to see what there is to do or see. The quality of your site – the graphics, the professionalism, the spelling, the grammar, all play a role in determining if you are to be trusted. But what about action? First, you need them to stay around.

The Dreaded Bounce Rate

It’s important to keep people on your site if you want some action from them. Here is how Google explains bounce rate:

Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. Use this metric to measure visit quality – a high bounce rate generally indicates that site entrance pages aren’t relevant to your visitors. The more compelling your landing pages, the more visitors will stay on your site and convert. You can minimize bounce rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy.

Call to Action

The call to action must be clear and the page uncluttered with extraneous links and offers. Decide what this page is meant to offer and that make it simple for visitors to achieve this. You want them to sign up for your newsletter – say so and offer a simple sign up form with name and email address. The shorter the process, the more people will take advantage of it. I read somewhere that each click required to complete an action reduces your follow through by 10%. I can’t verify that but it makes some sense when you consider your own online habits. You must also reassure them. A link to a privacy policy or a simply stated policy that will not share their email can help.

Five things a great landing page should be

  1. It should have a clear connection between the ad copy and the page. People want to know they’ve come to the right place.
  2. It should have compelling copy
  3. The desired action should be clear clear – don’t overdo the options
  4. The navigation must be simple and clean
  5. It should be easy to get the main ideas in a few seconds. Keep in mind that people read the main points on the page, not each individual word. Studies have shown how people look over a webpage (watch the eyeballs move) and people jump from headline to headline and then read what, if anything, interests them. Be sure to use headers and sections to make it easier to read the page.

If you’re planning a PPC (pay per click campaign) or a social media campaign, be sure to budget time and money for designing and testing your landing pages. Google analytics has a tool that will make it possible for you to test and tweak and test again.

Thanks for visiting. If you have a comment, please click on the “No Comments/Comments” link below and share your ideas. Also, if you found this article useful you can print, email or post on a number of social media sites via the small icons below this post. I look forward to hearing from you.

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