Book description
Turn landing pages into profits with the right tools
Successful landing pages don't happen by accident, they follow a carefully crafted formula. If you want to convert visitors to your site into sales, it's crucial to understand how to design, monitor, and maintain your landing page. This straightforward, plain-English guide shows you how to cover all the bases-from the visual layout, to using language effectively, to linking strategies, and more. The book is packed with practical tips and techniques, it also identifies common mistakes and pitfalls you should avoid. The book features a valuable $50 coupon off the price of a site diagnosis and webinars on the author's website.
Discover the power of language and how to use it as a call to action
Start predicting customer browsing behavior
Diagnose current problems with your landing page
Create a unified marketing message between the search engine result and landing page
Examine common optimization approaches
Master specific tools for tracking results and follow strict maintenance procedures
If you want to make your landing page more appealing, this book provides clear, hands-on explanations and information that you can put to use immediately.
Table of contents
- Copyright
- About The Authors
- Authors' Acknowledgments
- Publisher's Acknowledgments
- Introduction
-
I. Landing Page Basics
- 1. Introducing Landing Page Optimization
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2. Understanding Online Marketing Basics
- 2.1. Understanding Online Marketing Terms and Definitions
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2.2. Tracking Down Online Marketing Myths
- 2.2.1. Myth #1: Build a great Web site or landing page, and visitors will come
- 2.2.2. Myth #2: More visitors to your site translate into more sales
- 2.2.3. Myth #3: The more content on a site, the better
- 2.2.4. Myth #4: Offering a broad range of products/services on a landing page translates to more sales
- 2.2.5. Myth #5: The right product/service will make me rich
- 2.3. Understanding the Customer Life Cycle
- 2.4. Managing Your Expectations
- 3. Preparing for Your Landing Page
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II. Building Landing Pages
- 4. Identifying Key Landing Page Elements
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5. The "Best Practices" of Landing Page Aesthetics
- 5.1. Enticing (or Repelling) Visitors with Color
- 5.2. Attracting Visitors with Buttons
- 5.3. Choosing the Right Fonts
- 5.4. Using Images to Focus Attention
- 6. Writing for Landing Pages
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7. Building Customer Trust
- 7.1. Developing Trust with Visitors
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7.2. The Elements of Trust
- 7.2.1. Using the correct language
- 7.2.2. Incorporating trust words and phrases
- 7.2.3. Protecting customer information
- 7.2.4. Using trust icons and logos
- 7.2.5. Using testimonials and customer comments
- 7.2.6. Adding content pages to build trust
- 7.2.7. Using Terms of Sale and Terms of Use as trust tools
- 7.3. Placing Trust Elements in Your Landing Page
- 7.4. Five Trust Building Tips
- 7.5. Trust Element Checklist
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III. Getting to Know Your Customers
- 8. Getting to Know Your Audience
- 9. Meeting Your Visitors' Expectations
- 10. Improving Customer Communications
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IV. Increasing Your Sales
- 11. Understanding E-Commerce and Closing Online Sales
- 12. Fine-Tuning Your Landing Page
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V. Driving More Visitors to Your Site
- 13. Using Keywords Effectively
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14. Understanding Search Engine Marketing
- 14.1. Understanding Search Engine Marketing
- 14.2. Ranking and Search Engine Optimization
- 14.3. SEO Checklist
- 15. Driving Traffic with Ads, Articles, and Other Tricks
- 16. Paying for Your Clicks
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17. Running a Google PPC Campaign
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17.1. Starting with Google AdWords
- 17.1.1. Laying the groundwork
- 17.1.2. Choosing between the Starter or Standard Edition
- 17.1.3. The Standard Edition account structure
- 17.1.4. Working within the AdWords interface
- 17.1.5. Getting off the ground with campaigns
- 17.1.6. Entering your first ad
- 17.1.7. Adding keywords
- 17.1.8. Taking care of billing
- 17.1.9. Managing your campaign with AdGroups
- 17.1.10. Using Google Analytics
- 17.2. Using Google's Free Advertiser Tools
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17.1. Starting with Google AdWords
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VI. The Part of Tens
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18. Ten-Point Landing Page Inspection
- 18.1. Are You Effectively Using Audio Greetings and Background Music?
- 18.2. The More Testimonials, the Better, Right?
- 18.3. Have You Verified that Your Trust Elements Are in Place?
- 18.4. Are Your Headings Crafted Carefully?
- 18.5. Have You Removed or Explained Any Jargon?
- 18.6. Do You Have Any Urgent Language on Your Page?
- 18.7. Is the Price Right?
- 18.8. Have You Conducted a Focus Group?
- 18.9. Does Your Landing Page Look Like a Home Page?
- 18.10. Is Critical Information Above the Fold?
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19. Ten Surefire Ways to Increase Conversion Rates
- 19.1. Keywords, Keywords, and Keywords
- 19.2. Be Up Front
- 19.3. Use the Fold Wisely
- 19.4. Develop Persuasive Content for Body Text
- 19.5. Focus Your Efforts on the Customer
- 19.6. User-Friendly Layout
- 19.7. Spend Time on Your Headings
- 19.8. Entice and Focus
- 19.9. Be Visible
- 19.10. Focus on Gaining Visitor Trust
-
18. Ten-Point Landing Page Inspection
Product information
- Title: Landing Page Optimization For Dummies®
- Author(s):
- Release date: October 2009
- Publisher(s): For Dummies
- ISBN: 9780470502112
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