The last tip talked about the importance of using Targeted Landing Pages when designing a Lead Generation program using paid search.

I mentioned briefly that one of the benefits of online marketing was the ability to easily modify landing pages so they can be repurposed over and over again efficiently and at a low cost.

This brings us to Tip #2 - Finding the Perfect Landing Page!

Because it’s easy to modify a landing page, you should take advantage of this and test different targeted pages to see which performs better for you for the same keyword or group of keywords. There are fancy terms used like Split or A/B testing, or Multivariate testing, but the bottomline is you are simply changing something in your landing page to see if it changes your results!

It’s best to try changing one variable at a time, rather than mess with several aspects of your landing page, because you won’t be able to attribute the change to one specific thing. You will be very surprised at how much of an impact (positive or negative) one small change can have…something as simple as a single word, font size, link placement, color, image size or placement, etc. All of these small changes can have a dramatic impact.

Given how easy it is to test different pages, it’s very smart marketing to include this testing in your program. Without it, you’ll never know for sure how good your potential Conversion Rates might be!!

….if you’re not converting as high as you could be, then you’re just throwing money away!