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by Tim McAtee, Senior Analyst at Marketing Sherpa
The second edition of MarketingSherpa’s Landing Page Handbook has updated and added to the original edition for 2008. To that end, we nearly doubled the amount of information in the book, added dozens of examples of best-practices, and executed two all-new research studies. The result is a time-tested book of practical advice that is jam-packed with up-to-date hard data and solid examples.
One of the original studies undertaken for this book looked at a large sample of existing landing pages being linked to in current advertising and search marketing to get a quantitative overview of up-to-date landing page designs. The second original study was a survey that went to thousands of practicing marketers to get a qualitative look at attitudes towards landing page design, budgets, office politics, and current best-practices.
We found that landing pages, despite their incredibly important role in online marketing, are still regularly neglected by marketers, and that over one-fifth of online marketers are still making rather basic design errors on their landing pages. For example, 22% of marketers surveyed still have a “clear fields” button, often found on template-based forms, right next to their “submit” button. From a marketing or usability standpoint, this makes absolutely no sense.
For more sophisticated marketers, we’ve included quite a bit of information on how to go about testing and improving landing page designs. It’s interesting to note that among marketers not testing their landing pages, they were equally likely to see year-over-year conversion rates increase or decrease, yet marketers who ran any test, even simple ones, were at least 5 times more likely to see year-over-year conversion rates increase rather than decrease.
Aside from being loaded with factoids and practical knowledge related to landing pages, we’ve also made an effort to advise an embattled marketer on the best ways to go about fighting for a landing page design and testing budget, dealing with office politics, and navigating the many roadblocks to marketing success.
The 2008 Landing Page Handbook is online at our SherpaStore site.
Landing page needs a very good Image and small text beside it, highlighting the benefits in bllet points.
A form should have 3 fields with big submit button..
the entire landing page should fit in one screen, without being able to scroll vertically.
Tactically those are good points furthermore a landing page has to match a given user’s intentions based on their stage in the buying funnel.