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Inbound Marketing and SEO: Insights from the Moz Blog by Thomas Høgenhaven, Rand Fishkin

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Chapter 20: The 12-Step Landing Page Rehab Program

Editor's Note: The premise that you can increase your conversion rates by improving your landing pages still holds water almost three years after Oli Gardner shared his process for doing just that in this blog post (originally published on the The Moz Blog on July 26, 2010).

As with that other program, the first and most critical step is admitting you actually have a problem. So go ahead. Shout it out loud so your coworkers can hear:

“My name is Earl. My conversion rate sucks, and I can't stop sending expensive PPC traffic to my homepage.”

Feel better? You should.

You just passed the “unofficial” first test of landing page rehab, and now you're ready to take those 12 steps—with the help of your very own rehab sponsor—that'll lift you from that river in Egypt (denial?!?) to a higher place on the conversion charts. This is the intervention your landing pages have been crying out for, so take a deep breath … and let's get started.

Study the 12-step infographic to see where each step in the program should be applied to your conversion funnel. You can see a full-size version of the infographic at http://unbounce.com/docs/12-step-conversion-rehab.png.

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Establishing a Conversion Baseline—The Conversion Scorecard

Before we begin, we need a quick breathalyzer test to get some baseline metrics in place and measure how effective ...

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