Light Your Landing Page on Fire

To optimize your landing pages for maximum effectiveness, you essentially have to do three things…

• Capture attention
• Create interest
• Inspire desire
• Encourage action.

But to do this properly, you have to target your landing pages for each group of visitors to your site. Visitors from Google's organic search listings may be looking for something different from those that come from Adwords listings, and vice versa. Referrals from JV partners will similarly be looking for a different experience than those who come directly to your site. Everyone deserves individual attention, and that is possible with automation.

The first step is to identify the different groups of visitors your site has. Visitors that come from search engine listings, visitors from PPC, from affiliate programs, and so on. Identify any group of visitors that may behave differently from the others.

Then you need to identify which elements of your landing page matter to which groups so that you can optimize properly. There is no sense in writing a completely new page for each group if they all appreciate similar things, so changing just a few minor details for each group will normally accomplish what you want here.

Use multi-variate testing to find the best combinations of variables for each group. You can, for example, find out which headline works best for visitors from Google. With a complex multi-variate testing system,you can even determine your best converting source of traffic AND the best variables to convert them with, completely eliminating all guesswork from your landing page campaigns.

The best thing to remember is this – TEST, TEST, TEST! Test what each traffic source wants, test how well each traffic source converts, and find the best combination of variables to bring you the results you want.