Achieving Alignment and Results through Landing Page Research

Getting Started Tutorial: Achieving Alignment and Results through Landing Page Research

This tutorial covers five of the most important criteria of successful landing pages and points out a few helpful best practices along the way. The video below reviews how to use iSpionage to uncover your competitors’ most successful landing pages and apply findings to your own efforts. It explains how the Ad Effectiveness Index can be used to identify valuable landing pages within your market. Examples from the Web Hosting and Search Marketing industries are provided that help explain the criteria to “get right” on your own pages. See how alignment is achieved by GoDaddy and Retargeter.com on their landing pages.

Video: Watch in HD

Video Tutorial Summary

iSpionage can be used to review landing page designs to learn what designs are best in your market more quickly than ever before possible. Landing pages are the last important step in a successful search marketing campaign with lead generation and conversion goals.

iSpionage can help you discover and quickly learn from the landing pages associated with your competitors most effective ads. You can more quickly get past the planning phase and implement pages that have a high likelihood of working for you as well. The landing pages connected to your competitors’ high Ad Effectiveness Index (AEI) ads are often very useful to consider to develop ideas for your own organization.

The tutorial also describes the top 5 criteria of successful landing pages:

1. Headline

Landing page headlines should be short – 15 to 20 words max. You should use text rather than a graphic as header if at all possible.

2. Copy

The best guidance for copy on PPC landing pages is to keep it simple.

3. Form

An email address and name are typically requested but if you go beyond these it is best to leave the fields optional.

4. Navigation

Anything that distracts from supporting and delivering the message should be removed. You want to create a single path to conversion and not leave anything extra on the page to take the focus away from submitting the information in the form.

5. Button

Button copy should be written to be action-oriented and accurately describe what will happen when the user clicks it.

Continuous Improvement

This content is appropriate for the “Plan” phase of the Continuous Improvement Cycle.

iSpionage believes strongly that Search Marketing is best optimized by using an iterative continuous improvement process. Refer to our Continuous Improvement post for more information.

The landing page tutorial above is part of a series intended to help you make the most of both our free account and complete system. It covers a few basics to help you get started and points out some best practices and tips and tricks along the way. Both businesses and agencies can use the information provided to improve the performance of their search marketing campaigns and achieve results. The next tutorial in this Getting Started series explains how to set up competitor alerts: How to Stay on Top of Search Marketing Competitors

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