Without an effective landing page for each and every ad campaign you undertake, you're wasting money and customers. The ad attracts the prospect's interest, but the landing page is supposed to pick up where the ad leaves off and lead the prospect to complete the transaction. The hours and hours it will take you to perfect your landing pages are an investment in success. Failure to do so results in failure, especially if you are in the direct marketing side of e-commerce. This
short book explains exactly what a landing page must accomplish to get your prospects to complete their transaction and enable your advertising do its job.
Here is the table of contents for this 28-page book (fully
revised
November 4, 2004). In the new edition, the content is clarified,
illustrated, includes a section on building trust, and expands
significantly on the original 2002 version.
What Is a Landing Page?
4
The Job of the Ad is Different
4
Bridging from Ad Copy to Your Sales Pitch
5
British Airways Example
5
Internet Security Example
6
Keep Your Goal Clear
8
Simplify, Simplify
8
Long Copy or Short and Sweet?
9
Psychological Factors
9
Enhancing Desire
10
Creating a Rationale
10
Making the Offer Compelling
11
Building Trust
13
Open Small Windows that Answer Objections
17
Don't Forget Your "Call to Action"
22
Easy Ordering Process
22
Paste in order button
22
Track Your Precise Conversion Rate -- and Improve It
23
Ad Tracking Metrics
23
The Poor Man's Tracking Method
23
Tracking by Tagging URLs
24
PPC Ad Tracking Programs
24
Multi-Purpose Ad Tracking Programs
24
Employ A/B Split-Testing
25
Study Other Effective Landing Pages
26
Appendix: Landing Page Checklist
27
About the Author
28
My paid
subscribers can download
a copy at no additional charge. May this revised book help
you
raise the conversion rates for your ads! If you're a current
subscriber, go ahead -- download
your free copy now (.76 MB)
http://www.wilsonweb.com/ebooks/bonus_landing31_pdf.cfm
How to Use Pop-Up Windows Effectively and Responsibly
Pop-ups can be extremely annoying. But that doesn't mean you shouldn't use them. It means you should train them, teach them manners. In this occasionally humorous article, I describe the marketing importance of two kinds of pop-ups: (1) small windows that open when your customer clicks on a hyperlink, and (2) small windows that open automatically when a visitor comes to your website. Each has its own marketing value and rules for use.
Automatic pop-ups, of course, are gradually becoming obsolete due
pop-up blockers in Windows XP SP2 and elsewhere, but they can
still be effective for a large slice of users. Read the Article. http://www.wilsonweb.com/wmtp8/popups_how.htm
Resources about Pop-Up Windows
If you've tried in vain to find the right JavaScript code to open and manipulate pop-ups, look no further. Some of the tutorials included will help even novices begin to understand how JavaScript works to make webpages more functional. Here, I've included references to some of the scripts I've found and adapted for use, as well as other programs that look useful.
See the Resources. http://www.wilsonweb.com/wmtp8/popups_resources.htm
New Ecommerce and Web Marketing Articles
Each month our team of link editors scours dozens of online periodicals and resources to find
key information on e-commerce and Web marketing. With so much new literature
available to you, how do you find what you need quickly and painlessly? Here's a selective and searchable database of article and resource links to help your
research and keep you up-to-date in the field. (Links gathered in a given month are usually available during the second week of the following
month.)
