Landing Pages: Three Ways to Improve
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Landing pages on your Web site can be effective tools for encouraging users to take action. A landing page is a single page focused on a single idea and a specific action you want the visitor to take. Its purpose is to convert a visitor into a lead or sale.
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E-mail campaigns and search engine ad campaigns often link to landing pages. If you're getting good click-through rates on your campaigns but low conversion rates (users taking the specified action), it's a good indication your landing pages need tweaking.
Read "Landing Pages: Three Ways to Improve" in its entirety.
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Ask The Maven
Question: How much information
should I collect from prospects on Web site forms?
Answer: Your goal with
Web site forms is to gain a contactable lead. Therefore, you need to collect
enough information so you can contact a person again, but not so much that they
abandon the form because it’s too much to fill out. You can have as many
fields and questions as you want on the form, but make clear which fields are
required and optional. It may be enough to have the prospect’s name and
e-mail address or phone number. The other data you need for a complete record — company,
address, title, etc. — can be collected as you build a relationship with
the prospect.
E-mail The Maven
We're interested in learning from your experiences too! If you have a question you would like to ask or a story to share, please send an e-mail to:
marketing@globalspec.com
You may see your question or story in an upcoming issue of The Marketing Maven.
Poll Results
The May issue of The Marketing Maven included
a poll asking how often you send marketing e-mails to customers. Of those who participated:
- 51% rarely or never send marketing e-mails
- 20% send marketing e-mails once a month
- 14% send marketing e-mails once a week
- 14% send marketing e-mails once a quarter
Links
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Marketing Maven Archive
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Offer Users a Clear Path with Your Web Site Navigation
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Imagine a ship trying to navigate unfamiliar waters using outdated maps, blurry visual cues or weak satellite signals. Now imagine the captain is in a big hurry going full speed ahead. Disaster looms.
It's the same way on your Web site if your navigation is confusing or inconsistent. Disaster — in the form of a busy engineer abandoning your site for one where they can find what they are looking for — is the likely result.
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Provide visitors clear, consistent navigation allowing them to find useful
content and understand their location on your Web site. You will improve the
user experience and increase your opportunities to generate leads and gain
new customers.
Read "Offer Users a Clear Path with Your Web Site Navigation" in its entirety.
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What You Need to Know About Spam
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The speed, low cost and fast results of e-mail make it an attractive and proven tactic for marketers. But even as an essential tool in today's B-to-B marketing mix, e-mail also carries risk. The primary risk has to do with spam.
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Spam is one of the hottest issues facing marketers in the Internet era. The spam issue can hurt you in one of two ways...
Read "What You Need to Know About Spam" in its entirety.
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Parametric Search Can Set You Above
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Web users, particularly professionals such as engineers, have high expectations and will quickly leave a Web site where they cannot find what they need — which is often the case. The keyword search tools most commonly used to find information notoriously over-promise and under-deliver.
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Forrester Research states the problem succinctly: "Search on most sites stinks." Their studies reveal that 75% of keyword search engines fail to retrieve important information and put results in order of relevance.
What's the answer to this problem? Parametric Search.
Read "Parametric Search Can Set You Above" in its entirety.
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Match Creative and Keywords to Improve Landing Page Conversions
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