Synopsis — As online shoppers become more and more used to transacting business over the internet, and as competition increases among businesses setting up shop online, it’s becoming increasingly vital that online marketers focus not just on acquiring customers, but also on converting them into buyers, and succeeding in bringing them back for future purchases. This is an adjustment for many, but if you don’t make the adjustment, you are likely to ultimately fail.
As Tim Ash discusses in his article, “Squeeze More Out Of Your Online Campaigns: Getting Started With Landing Page Optimization,” even small changes to a landing page may have huge implications for future sales, especially if they tackle the three major themes he explores. Along the way, he investigates five clues you can find in your web analytics that will help you discover problems in your site that might be leading to missed conversions.
As a sidebar to the general discussion, Tim identifies 11 possible ways that you can use personalization to your advantage, without going overboard. He also has six testing tips for landing pages to get you started — as he says, “the payoffs from a disciplined landing page testing program are simply too great. Ignore this critical activity at your peril.”
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