Comments on: SEM Intent & Landing Page Conversions

By: Bloggers Digest: April 2010 « birohiku.com – Because Birohi is FREE

Bloggers Digest: April 2010 « birohiku.com – Because Birohi is FREE — Mon, 10 May 2010 08:54:02 +0000

[...] Eisenberg reminds us that your landing pages must be relevant to the customer’s search query if you expect strong conversion [...]

By: John Hyde

John Hyde — Sat, 01 May 2010 04:14:51 +0000

Good post and a great reply from Peter van der Graaf.

In his bikini example he is making an educated guess about the gender and psychology of the clicker. The extra sales from when he gets it right are the prize – and he simply does not care about the occasions when this is wrong.

Bold move.
.-= John Hyde´s last blog ..Lifetime Value of a Customer: how much? =-.

By: Bloggers Digest: April 2010 » Ecommerce Blog

Bloggers Digest: April 2010 » Ecommerce Blog — Fri, 30 Apr 2010 09:15:25 +0000

[...] Eisenberg reminds us that your landing pages must be relevant to the customer’s search query if you expect strong conversion [...]

By: Deven Pravin Shah

Deven Pravin Shah — Mon, 19 Apr 2010 22:12:09 +0000

Great points Jeff!

Simplicity is the key I think. Have specific ads for one purpose, have targeted list of keywords also focused on that one product and service, and then have landing page talk to just that segment.

People love simplicity, straight line answer to their question when it comes to the searches.

-Deven

By: John White

John White — Mon, 19 Apr 2010 13:48:11 +0000

Some great tips on landing pages and improving conversions here. Thanks a lot.

John

By: Bomann - Curo Media

Bomann - Curo Media — Tue, 13 Apr 2010 21:03:27 +0000

Nice post – very interesting!

By: Andrew FirstFound

Andrew FirstFound — Tue, 13 Apr 2010 15:36:00 +0000

Great advice Jeff. Thanks for putting the post together. We’ve considered the extremely specific route before, but it’s had mixed results.

By: Gerald Green

Gerald Green — Mon, 12 Apr 2010 20:58:17 +0000

I find it's easiest to use Google's tools for looking up which keywords work best, but if you work really hard, using something like twitter or even http://www.dirtyphonebook.com to mine the best search terms in any particular geographical location is oftentimes the most rewarding thing you can do.

By: Peter van der Graaf

Peter van der Graaf — Mon, 12 Apr 2010 18:34:16 +0000

Together with several media agencies I work with, we’ve done large scale multi-variate testing on landing pages. When it comes to making money we made one shocking discovery:

“It is better to be extremely specific and scare away a few visitors, than trying to be relevant for everybody!”

So if you have a bikini landing page for the search phrase “baywatch bathing suit” you are allowed to talk in words like “You want your girlfriend to look like pamela?”. The few women that entered here are worth sacrificing for the dirty minds that will convert.

Being extremely specific works, but the more you know about the visitors, the safer it gets.

By: Rob Bunting

Rob Bunting — Mon, 12 Apr 2010 17:40:16 +0000

Good advice Jeffrey. I often suggest to PPC advertisers they include a specific call to action in the ad when possible so it’s very clear what step you’d like the visitor to take (i.e. the conversion).

I love the quote from Bryan that “Keywords don’t fail to convert…”. I can’t tell you how many times a client or prospect has said to me “we tried that word and it didn’t produce results for us…” only to find they only tried one ad copy variation or one landing page with that keyword.
.-= Rob Bunting´s last blog ..Need Online Marketing Help? Call Rob Bunting, The Online Marketing Czar! =-.