Savvy marketers know that an effective landing page can be the key to the success of a marketing campaign – and the key to an effective landing page lies in constant testing, targeting, and testing some more.

How to crank your search results? Optimize, Optimize, Optimize your Landing Page

Customers make up their minds in JUST SECONDS when they come to you landing page.

How can you capture their attention and convert them to buyers?
How can you measure which aspect of the landing page was responsible for the conversion?

Find out how to improve your landing page performance using targeting and multivariate testing.
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Fancy Formatting, Fancy Words = Looks Like a Promotion = Ignored by Jakob Nielsen.

Jakob likes it Jakob is undecided Jakob doesn’t like it

Three-point rating scale

One site did most things right, but still had a miserable 14% success rate for its most important task. The reason? Users ignored a key area because it resembled a promotion.

* Guideline #19: Don’t use clever phrases and marketing lingo.
* Guideline #63: Limit font styles and other text formatting.
* Guideline #91: Don’t look like an ad.
* Guideline #4: Emphasize the highest priority tasks so that users have a clear starting point.
* Guideline #29: Use examples to reveal the site’s content. Rather than just describing what the site offers, the Census homepage states the actual population number. Juicy content for this type of site.
* Guideline #53: Offer tools for high-priority tasks directly on the homepage. The Population Finder is exactly such a tool, and obviously attracted users. (We also asked people to find the population of Texas, and the success rate was much higher for this task.)