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In the previous article you had a chance to whet your appetite to the flavor of a successful campaign as Frank Rumbauskas a Google-Certified AdWords Professional gave us a number of tips in How to Use AdWords to Explode Your Business. Now we’re going to talk about conversion.

The term “conversion” as it’s referred to here isn’t the adoption of a new religious identity, or a change from one religious identity to another, though for some it does entail the sincere avowal of a new belief system. In online advertising, a conversion occurs when a click on your ad leads directly to user behavior you deem valuable, such as a purchase, signup, page view, or lead.

How do I create a high quality landing page? First of all, if you’re putting money into driving traffic to a page, whether it’s through AdWords or organic search result (listings in search engine results pages that appear by dint of their relevance to the search terms as apposed to pay per click advertising), wouldn’t you agree that the content of that page should be worth every dollar you spend?

I think we’ll all agree, traffic is absolutely necessary and good in abundance, however, until your visitors actually convert you’re not making any money. In other words, no amount traffic equals conversion if your landing page, simply put, sucks ass! No matter what that conversion happens to be, either sell a product or collect and email address, you want people to take that action.

Clearly then, for conversion to occur the overall aesthetics and user friendliness of your landing page weigh heavily on the success of your ad campaign. With that said, here are the fundamentals.

Your landing page must be super-relevant. For instance, having your keyword in the landing page headline will get the visitors attention. It will tell the visitor the page is relevant to what they searched for. Doing so will more than likely increase your chances of having the visitor remain on your page long enough to read your shpill and possibly convert.

You landing page must have an undiluted clear-cut call to action. Give then only one option, the option to convert. Don’t let them get distracted! Pages that have only one goal outperform the rest simply because of the fact that having two goals requires communicating two messages. Remove any navigation links, outbound links and advertisements from your landing page. Your goal is to convert, convert, convert. Keep it simple and to the point.

Select the right look and placement for your message. Here’s an exercise: think about yourself. Think about your car, your clothes, your favorite brands, restaurants, radio stations and fave sites online. In all that you do, you CUSTOMIZE your life. Similarly, you must customize your web page to speak to your ideal visitor. Keep everything on the page geared toward making that individual feel comfortable.

When at first you don’t succeed test, test and retest. You can use web tools like Google Analytics to track how effective that content is in getting you conversions, but tracking won’t tell you how to make your content more effective. Experimenting and evaluating your results will enable you to identify what users respond to best so you can create a page that will be more effective in getting the business results you want.

So, as my shameless plug, I’m leaving you a link to one of my own landing pages so that you may see and study hands-on how to apply what you just learned. Likewise if you want to discuss your landing page or if you need a quote, or want us to built one, just get in touch.

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