About Landing Page Conversion

Improve the conversion rates of your landing pages.

This site is a proof of concept from www.AussieWebConversion.com. Its aim is to demonstrate a number of key principles about landing pages in organic search and the methods required to improve the conversion of landing pages.

For our landing pages, be they either receiving traffic from Pay Per Click advertising or organic search results, have a very strict definition of conversion. For us conversion is:

“The exchange of the visitor’s name, email address and phone number for either a discount, value add or exchange of information, white paper, software etc”.

Landing page success only occurs when the visitor receives something of value and you receive both traditional and electronic (email) contact information - with at least a first name.

Having agreed what the definition of “conversion” is, it is now time to explore the various options available for landing page conversion. As mentioned in our definition of conversion, capturing contact details is the primary goal. This is based upon an “offer”.

Usually, the offer is one of three things:

  1. A discount - on the first purchase
  2. A value add, buy 4 and the fifth is free, or
  3. Information, in the form of a white paper, research report or software trial.

In addition to the offer, we embrace the concept of “story telling”. That is, the landing page needs to tell a compelling store that resolves a problem or an issue to elicit the conversion.

People have different learning styles, and we use the NPL approach with audio, moving visuals and text to tell the story. This works fine for landing pages that are only accessed by a PPC program or direct email marketing. It is not effective for “organic indexing”, as most search engine spiders cannot understand audio and pictures.

For organic landing pages to be found, so that conversion can take place, you need a slightly different approach and that is what this landing page site is all about.

Steps in the process of achieving successful organic landing page sites and consequent conversion are all located on the main page blog.

Enjoy, the landing page conversion team from www.AussieWebConversion.com