Product Landing Pages: Tips on How To Improve Their Performance

by | Oct 25, 2011

Product landing pages have distinct advantages — they help focus the user on the offer by directing them to a page that has relevant info, presented in a compelling way that hopefully will get them to engage and interact with your brand.

To that point, we need to make sure that the user stays on the page, gets what they want and hopefully converts to whatever your call-to-action is.

I recently read a good article in Mashable where they interviewed Zach Morrison, VP of Strategy, from Elite SEM on his thoughts on how to improve your landing pages. Here are some highlights:

  • Optimize pages for web reading – from layout to look and feel. Also make sure you have a mobile friendly version.
  • Write copy with search in mind – while it’s important to write for the user and answer the question of “what’s in it for me,” the more copy related to key words, the better as it helps in search.
  • Use images carefully – while it’s important to use photos or videos, make sure that you’re just not putting them in for the sake of it. You want a clean, well-thought-out page that’s not too cluttered.
  • Highlight a call-to-action – tell the customer what they need to know, what they need to do and where they need to go. Make it clear and obvious. If you use a call-to-action button, explain to them what you want them to do.

The key to any activity is to keep things simple, focused on a message and have a clear call-to-action.

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