Strategic Landing Page(s)
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I recently reviewed some research by Engine Ready that provided good evidence of impactful landing pages. The research was backed by 20.8 million total visits and 108 million page views. The results focusing on paid and organic searches intrigued me. Visitors through paid searches have a slightly better conversion rate and are worth 41% more in value (sales revenue divided by number of visits) than organic searches.
Drawing conversion with your website is simply a result of giving the user exactly what they came for. That's easier said than done. Organically ranking your site through SEO will eventually bring in steady traffic, which is already a step above most websites that don't have a clue. Once the traffic comes, the words conversion and bounce rate seem to well up. Search engines are happy, but do people actually find what they're looking for? Visitors may come to your site at any page with organic indexing, which is where you may be losing control.
Now, put on your marketing cap and really define what your target market is looking for. Bring that strategy to fruition by creating an excellent landing page. Then, pay for the perfect keyword phrase(s) with search engines. Like clockwork, a high-roller types in the keyword, finds you in sponsored links, and clicks to visit you website to reveal that glorious landing page. It's everything the user could have ever hoped for, and he/she lives happily ever after.
So the bottom line: If you want users with deeper pockets and higher conversion, try investing in PPC and direct them to a killer landing page. Don't just let users randomly stumble upon pages to your site. Control and strategize what your visitors find. You know your target- now prove it!
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