Landing Page Conversion

This is a short case study of a successful audio/visual landing page.  This is a traditional business and the only variable in increasing turnover by 4x was the addition of a Google AdWords PPC campaign with an audio visual landing page on this link: http://www.aussiewebconversion.com/client.aspx?id=45

Alderley hire is a traditional party hire company, serving the greater Brisbane area (population around 1.7 million) in Queensland Australia.  They provide tables, chairs, cutlery and tents.  Having traded for over 10 years, their average monthly turnover was $9,000 AUD.  They have a web site that can be seen here: http://www.aussiewebconversion.com/client.aspx?id=45 and this is the page that the audio visual landing page directs to.

The client has now experienced an increase in sales to $40,000 AUD per month.  The ONLY change from the preceding ten years was the addition of the Google AdWords program with the audio visual landing page.

You will note that the audio visual landing page used screen captures from the web site, included a self starting audio and had an “exchange of value” of free delivery for orders over $100.

Improvements the the design of the audio visual landing pages has since occurred but this will be discussed in the next post to this landing page.

Come back often for more landing page case studies and useful “tips and tricks”.

Just thought we would link you through to Wikipedia to see how they view Landing Pages. Wikipedia is the self editing and maintaining Internet encyclopedia. Some people love it and some hate it but it’s audited accuracy usually comes out as good or better then tradition encyclopedias.
Enjoy - The AussieWeb Conversion team.

Technorati Profile

This blog, the blog posts, and various elements on these pages are all about getting this page found in the “organic” search results on Google.  (For the search phrase “landing page conversion“)

We are testing the time it takes and various SEO and SEM practices.  We will update this blog with our activities and the results.  Your suggestions are always welcome.

We are fundamentally Pay Per Click specialists, that use audio/visual landing pages to assist with conversion.  That is, as we have defined before, the capture of a visitors name, email address and phone number. 

We currently run a Pay Per Click campaign for “landing page conversion” that goes to this landing page:

http://www.aussiewebconversion.com/client.aspx?id=117

Please note, we do have a daily spend limit so you may not see our ad at all times.

What we are testing is the differences in traffic volume, conversion rates and  page presence between PPC and organic traffic for the same search term. 

At this time we have 13 pages that have been added to the Google index but none show up in the organic search yet.  There are also no backward links. Page rank is zero.

We will be working on all these challenges to see just how long and time consuming it is to get this page high in the organic listings.  Come back often to read about our progress and link to this blog to help us.

We are very good and have Google Certified status as an AdWords certified company.  One of only 4 in Australia as of this writing.  Just visit us at www.AussieWebConversion.com to see our offerings and view samples of our work.

Best

Monte Huebsch

We could have put this under link building but article links are another level all together. An article or even its cousin a “press release” are special kind of links and can come from authoritative sites if you don’t try and scam the search engine with automated submission tools.

Remember it is quality, not quantity. A well written and released article or press release is better than having your article splatter all over the web. The spiders are smarter now and will just identify your article as duplicate content and not increase your quality score.

Publish with quality sites, even if you have to pay for them, for your article or press release to reach a quality audience and hopefully even journalists.

These links are gold and increase in value over time as you become an authority and or a brand for your chosen keyword phrase.

The best links are authoritative links. In link strategy the old saying is true. “Quality NOT quantity” is what works best.

Link building takes hard work. Usually you need to call the site owner you want the link from. Emails are not good enough - although with more and more blogs coming online these are an option.

In Australia, we run an Australian local search engine and your listing there will get a Page Rank 6 backward link. Not bad.

Commenting on other people’s blogs is another way to get some quality backward links. Don’t be overt in your linking, just include your landing page URL in your signature.

Lots of people recommend “blogging” as a way to drive traffic to your landing page, and I agree. Except we use the blog as the landing page. Need twenty landing pages? Start 20 blogs! The future is focused and that’s what you need to be, in your business and with your landing pages. Each keyword phrase needs and demands its own landing page.

Conversion on your landing page comes from focus.

Technology now exists that allows you to immediately talk with a visitor to your landing page over the traditional phone system - worldwide, for pennies.

We include our We Call You Now technology on all our landing pages. There is something less threatening when you call a contact, rather then making them ring you. The system records their phone number so even if the call goes to voice mail you get a phone number - and hopefully a message.

Click to Call is not the be all and end all. It is in addition to email, chat, 1 300 numbers and all the other channels you can and should provide.

It does add immediacy to the offer and forces you to be client focused and responsive. Research shows that a call is worth 15 time the value of an email. Make your phone start to ring. A call is a conversion and your landing page is a winner when the phone rings.

It should not come as any surprise that your landing page and this one needs to be found for a conversion to take place.

Often, the landing page is a doorway to more information so the search engine spiders need to find this information. This is easily accomplished with a site map. Fortunately, Word Press has a Google site map plug-in. Use it.

You will need a Google web master account for the verification. It is free.

Site maps are not just for robots, humans use them too.

For an offer to be real and honest, it needs to be based on a valid exchange of value. You and your prospect must both recognise the value of the exchange. The visitor is giving you their contact details and you need to give them some FRUIT. Fruit is an acronym for:

• Free
• Useful
• Informative, and
• Trust building

Your offer needs to focus on the search term phrase you are optimised for. It needs to be real FRUIT and have value in its own right. Remember, the visitor is giving you their contact details in an exchange of value. Make sure you “value” their details enough with a valuable offer.

In the about landing page conversion section of this landing page, we talk about the definition of what a conversion is. It is the collection of contact details that IS the conversion!

The BIGGEST mistake most people make with an exchange of value for contact details is asking for too much information. You only need the name, email address and phone number to start to build the business relationship. All other information can be gathered after after you have started to build the trust.

Land page conversion = contact details. Keep the formula foremost in your mind.

You have have noticed something about the landing page. It is built in Word press which is a blogging system. We did this on purpose. Blogs by definition should be dynamic and have fresh content at least every other week. This draws search engine spiders and brings their robots back, again and again, to index the site and improve organic search results.

We could have used www.Blogger.com but there is greater organic search engine optimisation tools and and plug ins for Word Press.

Static content will kill the success of any organic optimisation efforts and greatly reduce the conversion of your landing page. Use a blog like this for your landing page(s).