Landing Page Optimization: Content Targeting
For a business to business website a landing page is a lead capture page that is
seen when a potential client clicks on an advertisement, an email campaign or a search engine result link. Landing page optimization is a term that is used to describe the process involved in improving the percentage of visitors who fill in the lead capture forms,or in simple words, how many visitors are giving their contact details.. The purpose of optimization is to improve the look and feel of the landing page,the copy , the usability so that, webpage becomes more appealing and convincing to the target audience.The content on landing page can be categorized in three major types of targeting namely:
1. Associative content targeting: This is also known as rule-based optimization or passive targeting. For this type of targeting, the page content is modified on the basis of information obtained from the geographic information of traffic, visitor's search criteria, or other general parameters that are used for explicit non-research-based consumer segmentation. One good example of content targeting, is the automatic redirection of a visitor from Canada who is typing www.yahoo.com to www.yahoo.ca
2. Predictive content targeting: This is also called active targeting. Content of the page is adjusted by correlating or comparing any known information about the visitor for instance, purchase behavior, demographic information, browsing patterns, etc. to anticipate future actions that are based on predictive analytics. A good example of predictive content targeting are the recommendation engines on e-commerce websites.
3. Consumer directed targeting: This is known as social targeting. The content of a page is created using the relevance of publicly available information that can be through a mechanism based on reviews, forums, ratings, tagging, referrals, and so on. An example of consumer directed targeting are the user reviews the Google Map search results.
To increase the conversion rate on a landing page, the content on the page must have relevant relation with the keyword searched, the ad clicked, product and target audiences. The content should be straight to the point andtthis is because simple and crisp content will attract more visitors in the shortest time period. There is no guarantee about how much time a visitor spends on your site. So, it is essential to provide all the necessary information with extremely easy and simple language.
Apart from the content, the next important thing is design or architecture of the landing page. The website or landing page must have a professional look and inspire trust. One good rule is to to make the landing pages as simple as possible. This helps the visitors to navigate easily and convey the message properly on the landing page.
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