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Landing Pages: the key to converting visits to action
MarketingSherpa just revealed the results of their 2004 survey of 3000 marketers involved in search engine marketing. One of the questions dealt with the use of landing pages (the link you put in the keyword buy, or banner ad, or whatever you use to bring people to the site). Here are the results: “In Case Study after Case Study for the past five years, we've brought you clear, irrefutable evidence that specialized landing pages *without* regular site navigation get the highest conversion rates. Marketers who send traffic to their regular home page get pitiful conversion rates. Folks who deeplink but leave standard navigation are usually somewhere in the middle.” However, only 42% of marketers actually use such pages. MarketingSherpa says that 75% of those marketers report higher conversion rates than those who send their visitors to a regular page deep with the site (deeplinking), as do another 32% of marketers who responded to the survey. And 26% actually just send their visitors to the home page, to wander around and see what they can find. To read the entire article, click here: In our own efforts with nonprofits, we have struggled with conversion rates from landing pages, and have begun to study the landing pages of many other nonprofits to see what’s working. If you are placing ads in search engines, via banner ads, or in email letters, please pass along to us your landing page link and the ad itself. Share as much data about conversion as you can. We’ll compile the results and issue them to all respondents. Some of the most popular ones we’ve seen send people directly to a donation page. August 2004 | |
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