Index

AdWords (Google) • A • adding keywords, 342–343 About Us page, 132–133 AdGroups, 345–346 above the fold, 357. See also fold billing, 343–344 A-B testing, 241–242 campaigns, 318, 336–339 acquisition (customer life cycle) geographical analysis, 16 offl ine options, 30–31 Google Analytics, 346–348 online options, 28–30 groundwork for, 330–331 overview, 28 interface, 335–336 ad group, 334 overview, 349 Ad Preview tool (Google), 350 Standard Edition, 331–334 adding Starter Edition, 331–333 content pages, 132–133 Web site, 328 keywords, 342–343 writing fi rst ad, 339–341 testimonials, 133 AdWords Keyword Tool (Google), 349, 360 visitor queries, 189 aesthetics AdGroups, 345–346 buttons, 89–91 adjusting monitor/screen resolution, 58 color, 82–89 advertiser in online advertising, 287 fonts, 92–95 advertising images, 95–101 banner, 30, 297–298 affi liate marketing, 29 classifi ed, 298–299 affi liate networks, 305 clicking, 173 affi liate tracking, 16 contextual, 301–302 alt attribute, 282 displaying, 312 analysis (market), 40–41 entering fi rst, 339–341 analytics (PPC campaign), 319 expandable, 313 anchor text, 282 fi nding, 173 animations, 72, 172 image, 313 Ant Hill Press Web site, 57 magazine, 31 appearance matching multiple landing pages to, 185–186 buttons, 89–91 mobile, 313 COPYRIGHTEDcolor, MATERIAL 82–89 placing keywords in, 257–260 fonts, 92–95 PPC (pay per click), 301–302, 313, 322 images, 95–101 print, 31 articles, submitting, 291–292 radio, 30–31 assessment (PPC campaign), 319 testing, 186 attributes, 282 text, 313 audience troubleshooting, 59 adding queries, 189 types of, 178–179 average path, 173–175 bounce rate, 163–172 comments, 129–132, 218 368 Landing Page Optimization For Dummies

audience (continued) Basic HTML. See HTML (HyperText decision-making process of, 155–160 Markup Language) demographics, 144–145, 147–149, 177 BC (e-mail), 202 enticing, 365 behaviors, customer, 150 focusing, 365 benefi t statements, 54 gaining trust of, 365–366 billing general, 167 Google AdWord campaigns, 343–344 identifying expectations of, 18–19 postpay, 343 know your audience checklist, 160–161 prepay, 344 market segmentation, 149–154 billing threshold, 343 myths, 24–25 bing Webmaster Center, 272 obtaining demographics of, 144–145 black as potential color meanings, 85 in online advertising, 287 blind copy (e-mail), 202 overview, 14–20, 168, 312 blogs, 234, 293–294 pre-profi ling ideal, 146–147 blue as potential color meanings, 86 protecting information of, 125–127 body qualifi ed, 25, 165, 168 defi ned, 137 rate, 177 reading copy, 173 relationship with conversion rate, 363 trust items in, 137 reviews, 190 body text satisfactions of, 175 defi ned, 67 sources, 236 guidelines, 68 surfi ng habits of, 154–155 keywords in, 256–257 targeting, 167 overview, 67 testimonials, 129–132 persuasive content for, 362–363 testing demographics, 327 pitfalls of, 68–69 tracking, 235 book trust. See trust, elements of customer conventions, 2 types, 15, 167, 236, 321 icons, 5 unique, 24 organization, 3–5 volume of, 321–322 bots, 248, 265 audio greetings, 354 bounce rate automated landing pages, 183–184 defi ned, 163, 164 autoplaying videos, 172 evaluating, 164 avoiding overview, 164–166, 235 common trust errors, 75 reduction, 168–172 HTML scripts, 172 relationship with possible revenue, 166 image mistakes, 73–74 tracking, 166–167, 168 redirects, 171 brainstorm, 189 brand location, 137 brown as potential color meaning, 86 • B • browser tracking, 17 background music, 354 browser-friendly bait and switch tactics, 171 defi ned, 92 banner advertising fonts, 93–94 defi ned, 23 browser-safe fonts, 95 online acquisitions, 30 B2B (Business to Business), 23, 87, 144, 210 using, 297–298 B2C (Business to Customer), 23, 87, 144, 210 Index 369 budget checking your competition, 58–59 detailed fi nancial plan, 45–47 checklist, SEO, 282–284 fi nancial resources, 43–45 checkout procedures, 188, 217, 224–225 bullet points, 68 choosing Business to Business (B2B), 23, 87, 144, 210 color scheme, 86–88 Business to Customer (B2C), 23, 87, 144, 210 images for Web site, 97–98 business summary, 38–40 keywords, 249–255 business supply fees, 44 PPC providers, 312 business values, 139 chunking, 106, 362 business-related fees, 43 classifi ed ads, 298–299 button ad, 23 clicking buttons ads, 173 font, 92–95 Buy button, 173 overview, 89–90 click-through rate (CTR), 23, 325 testing, 90–91 Client Privacy Agreement, 125–126 wording for, 90 closing online sales, 219–221 Buy button, 173 Coffee Cup Google SiteMapper, 271 color color wheels, 82–84 • C • cultural meanings of, 85–86 call to action online help, 88 defi ned, 54, 115 overview, 82 in e-mails, 203 practicality of, 88–89 overview, 69 selecting color schemes, 86–88 simplicity of, 69–70 color button, 89, 91 troubleshooting, 70–71 color scheme writing, 115–116 defi ned, 84 campaigns selecting, 86–88 defi ned, 336 color wheels, 82–84 Google AdWords, 336–339 comments (customer), 129–132 management of, 322, 345–346 communication managing with AdGroups, 345–346 forums, 205–206 options, 337 full two-way, 199–204 CAN-SPAM Act (2003), 299 importance of, 169 captions, 137 levels of, 187–204 capturing reader attention with controlled limited two-way, 191–199 content, 108–109 one-way, 188–191 cart abandonment, 212, 236 overview, 187–188 CartzLink, 212 structuring online, 105–106 CC fi eld (e-mail), 202 Communications Workers of America tag, 269, 271 (advocacy group) Report on Internet tag, 271 Speeds in All 50 States, 53 changes comparing current heat maps, 78 evaluating, 241–242 competition making, 241–242 checking, 58–59 chargeback fees, 214 level of keywords, 251 charting, 195–196 researching, 47–48 charts, printable, 17 reviewing, 189 competitive analysis example, 259 370 Landing Page Optimization For Dummies

competitiveness of long-tail keywords, 247 conversion rates competitor analysis, 318 defi ned, 31 complementary color, 83 increasing, 359–366 components overview, 23, 34, 325 calls to action, 115–116 conversions headlines, 112–115 landing page, 13 value statements, 116–117 PPC campaign, 319 components, e-commerce copy matching, 169 landing page, 211 Copyblogger Web site, 62 merchant account, 213–214 copywriter, 61 payment gateway, 214–215 cost shopping cart, 211–213 animated images/videos, 72 concepts, testing, 326 of driving traffi c, 286 conducting PPC campaign, 323–326 focus groups, 139 cost analysis, 16 surveys, 139 cost control, 322 confi dence cost-per-sale, 325 importance of, 139 CPC (cost per click), 23, 325 showing to customers, 220 Craigslist, 298 Consumer to Business (C2B), 210 crawling, 265–267 Consumer to Customer (C2C), 210 creating contact information, 32, 75, 132, 196 automated landing pages, 183–184 Contact Us customer profi le, 144–149 errors, 75 headlines, 64–66 form, 196 manual landing pages, 184–185 page, 132 multiple landing pages, 175–186 content search friendly landing pages, 274–275 controlled, 107–111 urgency, 219–220 displaying, 188 critiques, 201 dynamic, 217 cross-linking, 303–304 myths, 25–26 CS-Cart, 212 persuasive, 111–112, 362–363 CTR (click-through rate), 23, 325 providing suffi cient, 171 C2B (Consumer to Business), 210 relationship with SEO, 278–281 C2C (Consumer to Customer), 210 content chunks, 110 CubeCart, 212 content matching, 23 cultural color meanings, 85–86 content network, 258, 312 customer life cycle content pages, 132–133 acquisition, 28–31 contextual ads, 301–302 conversion, 31–32 controlled content defi ned, 27 capturing reader attention, 108–109 overview, 27–28 editing, 110 retention, 32–33 overview, 107 customer profi le planning, 107–108 creating, 144–149 proofreading, 110 defi ned, 14, 144 revising, 109–110 overview, 363 user testing, 110–111 customer service conventions used in this book, 2 e-commerce, 218 conversion (customer life cycle), 31–32 sale closing strategies, 219–221 Index 371

Customer Support form, 196–197 matching to landing pages, 175 customers. See also communication testing, 327 adding queries, 189 visitor, 177 average path, 173–175 tags, 277–278 bounce rate, 163–172 design comments, 129–132, 218 landing page, 217 decision-making process of, 155–160 testing, 175 demographics, 144–145, 147–149, 177 time of animated images/videos, 72 enticing, 365 determining focusing, 365 headline effectiveness, 66 gaining trust of, 365–366 profi t threshold, 324 general, 167 developing landing page plans, 37–47 identifying expectations of, 18–19 dichotomous questions, 192 know your audience checklist, 160–161 direct pages, 179 market segmentation, 149–154 directing with images, 96–97 myths, 24–25 discussion boards, 205–206 obtaining demographics of, 144–145 display resolution, 56 in online advertising, 287 displaying overview, 312 ads, 312 pre-profi ling ideal, 146–147 content, 188 protecting information of, 125–127 disposal of data, 128 qualifi ed, 25, 165, 168 distributor in online advertising, 287 rate, 177 do-it-yourself photography, 98–99 relationship with conversion rate, 363 documents reviews, 190 model release agreement, 99 satisfaction of, 175 Terms of Sale agreement, 133–134 sources, 236 Terms of Use policy, 135–136 surfi ng habits of, 154–155 domains, picking up, 306–307 targeting, 167 dots per inch (dpi), 100 testimonials, 129–132 “” (double quotations) in keyword testing demographics, 327 searches, 249 tracking, 235 dpi (dots per inch), 100 trust. See trust, elements of customer driving traffi c types, 15, 167, 236, 321 affi liate networks, 305 unique, 24 banner ads, 297–298 volume of, 321–322 blogs, 293–294 classifi ed ads, 298–299 contextual ads, 301–302 • D • cost of, 286 data disposal, 128 cross-linking, 303–304 deals e-mail marketing, 299–300 overview, 178 forums, 289–291 testing, 326 overview, 285–286 decision-making process, 155–160 picking up domains, 306–307 deductive paragraphs, 110 PPC (pay-per-click) advertising, 301–302 defi nitions of online marketing, 22–24 precautions of, 287–288 demographics Q&A sites, 289–291 customer, 144–145, 147–150 rich media, 302–303 defi ned, 147 social networking, 295–296 372 Landing Page Optimization For Dummies

driving traffi c (continued) ethos, 111 submitting articles, 291–292 evaluating Twitter, 294–295 alternatives, 157–160 videos, 302–303 bounce rate, 164 Durango Merchant Services, 214 changes, 241–242 dynamic content, 217 executive summary, 38–40 exhortation, 203 expandable ads, 313 • E • expectations, managing your, 34–35 e-commerce experts, using, 139 components of, 210–215 expressing defi ned, 209 business values, 139 mistakes, 217–219 motivation, 139 overview, 209–210 Extensible Markup Language (XML) payment methods, 216 sitemap, 268–273 process of, 215–216 external links, 229 safety of, 215 eye-pathing method editing comparing current heat maps, 78 controlled content, 110 heat map testing, 79 customer comments, 131–132 heat maps as marketing analysis tool, education, 177 77–78 educational products, 13 identifying heat maps, 76–77 electronic commerce. See e-commerce overview, 75–76 elements, landing page fold, 51–61 overview, 51 • F • e-mails Facebook, 295–296 campaigns, 30 failure point, 175 communication, 201 FAQs (frequently asked questions) marketing, 299–300 organizing, 189 retention, 33 page, 133, 188, 189 returning, 204 Federal Trade Commission, 127 writing professional, 201–204 feedback e-marketing encouraging, 189 customer life cycle, 27–33 forms, 196–198 managing your expectations, 34–35 loop, 203 myths, 24–26 fees, 43–44, 214 terms and defi nitions, 22–24 File Transfer Protocol (FTP), 184 emotion, 111 fi nancial plan, 45–47 emotional appeal, 111–112, 363 fi nancial resources, 43–45 encouraging feedback, 189 fi nding ads, 173 encryption, 126 fi ne-tuning PPC campaigns, 319 enticing customers, 365 Flash, limiting, 172 errors, trust, 75 focus groups establishing trust, 74–75 conducting, 139 ethical appeal, 111, 363 overview, 232–234, 357 ethics, 111 focusing customers, 365 Index 373 fold goal funnel checking competition, 58–59 defi ned, 237 defi ned, 51, 62, 137 identifying associated keywords, 252 essential elements of, 54–55 goals, 237 form elements, 198 Golden Triangle, 76 headline, 62 Google Ad Preview tool, 350 overview, 51–53, 357 Google advertiser tools, 348–350 placing images in, 72–73 Google AdWords relationship with conversion rate, 362 adding keywords, 342–343 resolution, 55–57 AdGroups, 345–346 testing viewing area, 58 billing, 343–344 tips, 53–54 campaigns, 318, 336–339 troubleshooting, 59–61 geographical analysis, 16 trust items in, 137 Google Analytics, 346–348 using images in, 71–74 groundwork for, 330–331 font interface, 335–336 browser-friendly, 93–94 overview, 349 browser-safe, 95 Standard Edition, 331–334 effects for body text guideline, 58 Starter Edition, 331–333 headline, 62–63 Web site, 328 size, 94–95 writing fi rst ad, 339–341 spacing, 94–95 Google AdWords Keyword Tool font (button) identifying short-tail keywords, 250–252 overview, 92–93 overview, 260, 349, 360 selecting reader-friendly, 93–94 researching related keywords, 252–253 size, 94–95 Google Analytics spacing, 94–95 automated testing with, 183 footer cart abandonment, 212 defi ned, 137 overview, 16, 18, 66, 235–240, 346–348 form elements, 199 split-testing with, 242 trust items in, 138 tracking bounce rates, 166 form elements, 198–199 Google offi cial blog, 328 forms, 199 Google Sitemap Generator, 271 forums, 205–206, 234, 289–291 Google Webmaster Tools, 272 frequently asked questions (FAQs) Google Website Optimizer, 349 organizing, 189 goRank SEO tools, 260 page, 133, 188, 189 grammar, 105 FTP (File Transfer Protocol), 184 graphics, printable, 17 full two-way communication, 199–204 green as potential color meanings, 86 Guarantee, 135, 137 • G • gateway pages, 12 • H • general traffi c, 167 tags, 275 generating leads, 14 header, 60 geographical tracking, 16 headings goal checking, 319 creating, 64–66 goal developing, 319 defi ned, 54, 61 374 Landing Page Optimization For Dummies

headings (continued) identifying determining effectiveness of, 66 associated keywords, 252 inspecting, 355 audience, 14–20 keywords in, 256 customer expectations, 18–19 matching to keywords, 169, 175 heat maps, 76–77 overview, 61–62 product benefi ts, 19–20 placing, 62–64 short-tail keywords, 250–252 questionable examples of, 66 image advertising, 186, 313 reading, 173 images relationship with conversion rate, 364 animated, 72 relationship with SEO (search engine defi ned, 55 optimization), 280–281 directing with, 96–97 split-testing method, 66 do-it-yourself photography, 98–99 successful examples of, 65 matching to ads, 169 troubleshooting, 66–67 messages sent by, 95–96 writing, 112–115 mistakes, avoiding, 73–74 heat maps optimizing, 172, 281–282 comparing current, 78 oversized, 59 identifying, 76–77 overview, 95 as marketing analysis tool, 77–78 photographers, 98 overview, 75–76 placing in fold, 72–73 testing, 79 readability of, 281 help (online), 88 selecting for Web site, 97–98 Help pages, 133 size, 100 Hewlett Packard, “Psychology of Color stock photography, 99–101 Marketing,” 84 testing, 100 hidden text, 279 trust-building, 137 highlighting hot spots, 106–107 using in the fold, 71–74 home page, 11, 357 tag, 282 hook, 108 impressions, 325 hot spots, 106–107 increasing conversion rates, 359–366 HTML (HyperText Markup Language) indexing, 265–267 monitoring fi le size, 281–282 indexing component of search engines, 248 overview, 184, 257 indirect marketing, 31 scripts, 172 infrastructure-related fees, 43 HTML, XHTML & CSS For Dummies inspection (Tittel & Noble), 94, 275 above the fold, 357 HTTP (HyperText Transfer Protocol), audio greetings, 354 215, 362 background music, 354 focus group, 357 headings, 355 • I • jargon, 356 icons price, 356 trust, 127–129 similarity to a home page, 357 used in this book, 5 testimonials, 354–355 idea testing, 326 trust elements, 355 urgent language, 356 Index 375

InstaMerchant, 214 conversions, 13 interface (Google AdWords), 335–336 creating multiple, 175–186 international level, 177 defi ned, 1, 9, 10, 22, 23 Internet marketing design, 217 customer life cycle, 27–33 fi ne-tuning, 223–242 managing your expectations, 34–35 focus of, 13–14 myths, 24–26 function of, 12–13 terms and defi nitions, 22–24 inspecting, 353–357 interpretation of tags, 277 manual, 184–185 inverted pyramid, 53 matching to advertising, 185–186 matching to demographics, 175 overview, 10–12, 211 • J • performance goals, 42–43 jargon, 356 plan development, 37–47 Just Make It Easy, 328 testing, 186 writing for, 103–118 landing page optimization (LPO). See also • K • specifi c topics keyword index, 360 aesthetic considerations, 81–101 keywords audience knowledge and analytics, 14–20, adding, 342–343 143–160 cost analysis of, 16 conversion rate increases, 359–366 defi ned, 246 customer communication, 187–206 in FAQs, 189 customer trust building, 119–140 focused, 250 defi ned, 22 long-tail, 247, 250 driving traffi c, 285–307 matching, 59, 169, 175, 186 e-commerce and closing sales, 209–221 online tools, 260–261 Google pay per click (PPC) campaign, overview, 245–246 329–350 placing in advertising, 257–260 inspecting the landing page, 353–357 placing on landing page, 255–257 key landing page elements, 51–79 relationship with conversion rates, 359–361 keword effectiveness, 245–261 relationship with search engines, 247–248 online marketing basics, 21–35 relationship with SEO (search engine pay per click (PPC), 309–350 optimization), 280 preparing landing page, 37–48 research of, 318 search engine marketing, 263–284 searching basics, 248–249 visitor expectation fulfi llment, 163–186 selecting, 249–255 writing for, 103–118 using, 176 language keyword-stuffi ng, 280 to convey trust, 124 knowing your audience, 14–20 overview, 177 urgent, 356 tag, 270 • L • tag, 270 layout (page), 188 landing page leads, generating, 14 aesthetics practices, 81–101 learning curve of PPC campaign, 323 automated, 183–184 level-rating questions, 194 376 Landing Page Optimization For Dummies

life cycle, customer performance goals, 42–43 acquisition, 28–31 PPC (pay per click), 301–302 conversion, 31–32 viral, 302 defi ned, 27 marketing campaigns (PPC) overview, 27–28 management, 319 retention, 32–33 overview, 316–317 lifestyle, customer, 150 PPC campaign provider, 317–318 light box, 98 reporting, 319–320 limited two-way communication, 191–199 strategy development, 318–319 limiting tracking, 319–320 animations, 172 markets Flash, 172 target, 87 link clicking, 77 testing new, 177–178 link text, 282 matching links, external, 229 keywords, 59 load time for animated images/videos, 72 keywords to headlines, 175 tag, 269–270 landing pages to demographics, 175 tag, 269–270 multiple landing pages to location advertising, 185–186 button, 91 maximum ad placement, 77–78 customer, 150 menus, 198 logos merchant account defi ned, 111 fees, 214 trust, 127–129 overview, 213–214 long-tail keywords Merchant Express, 214 defi ned, 246 Merchant Warehouse, 214 using, 247, 250 tag, 277 LPO. See landing page optimization (LPO) meta tags, 257 microsites, 12 Microsoft • M • Offi ce templates, 40 magazine ads, 31 offi cial advertising blog, 328 managing survey samples, 145 campaigns with AdGroups, 345–346 - (minus sign) in keyword searches, 249 font size/spacing, 94–95 mobile ads, 313 PPC campaign, 312, 319 model release agreement, 99 your expectations, 34–35 monitor resolution, 58 manual landing pages, 184–185 monitoring HTML fi le size, 281–282 market analysis, 40–41 monthly minimum, 214 market segmentation motivation, 139 applying personas and, 151–154 mouse over feature, 297 defi ned, 149 MSN Bing, 318 overview, 149–150 MSN Blog, 328 personas, 150–151 multiple choice questions, 192–193 marketing multivariate testing, 241–242 affi liate, 29 MySpace, 295–296 e-mail, 299–300 myths of online marketing, 24–26 indirect, 31 Index 377

pages • N • direct, 179 national level, 177 gateway, 12 navigation home, 11 defi ned, 55 information, 228 importance of clear, 170 layout of, 184, 188 site, 229–230 presentation of, 225–227 need recognition, 156–157, 159 splash, 11 network testing design of, 327 affi liate, 305 paragraph capabilities of, 236 body text guideline, 68 content, 258, 312 development of, 106 search, 258, 312 keywords in fi rst, 256 newsletters, 33 pathos, 111 no/yes questions, 192 pay for link format, 304 Noble, Jeff (author) pay per click (PPC) HTML, XHTML & CSS For Dummies, 94, 275 acquisition option, 28–29 Ad Preview tool, 350 AdWords Keyword, 349 • O • campaign fl ow, 311–312 campaign provider, 317–318 occupation, 177 competition, 321 offering virtual products, 13 considerations of, 321–322 offl ine acquisition strategies, 30–31 costs of, 323–326 one-way communication, 188–191 Google AdWords, 329–348 ongoing technology fees, 44 marketing, 301–302, 316–320 online acquisition strategies, 28–29 overview, 23, 309–310 online communication, 105–106 prevalence of, 310–311 online help, 88 pros and cons, 322–323 online keyword tools, 260–261 research on, 328 online marketing spotting ads online, 312–316 customer life cycle, 27–33 testing mistakes, 327–328 managing your expectations, 34–35 testing strategies, 326–327 myths, 24–26 Website Optimizer, 349 terms and defi nitions, 22–24 pay per lead (PPL), 24 online sales, 219–221 pay per sale (PPS), 24 online surveys, 145–146 payment gateway, 214–215 optimizing images, 172, 281–282 payment options for e-commerce, 216 orange as potential color meaning, 86, 89 PayPal, 129, 216 organization of this book, 3–5 performance goals, 42–43 organizing FAQs, 189 performance increase, 77 oversized images, 59 personas applying market segmentation, 151–154 • P • overview, 150–151 persuasive content, 111–112 page load time phone support, 200–201 reducing, 169 photography relationship with fold, 53–54 do-it-yourself, 98–99 Web site, 172 professional, 98 378 Landing Page Optimization For Dummies

photography (continued) testing strategies, 326–327 stock, 99–101 Website Optimizer, 349 Web sites, 98, 99 PPL (pay per lead), 24 phrases PPS (pay per sale), 24 matching, 186 pre-profi ling, 146–147 using key, 176 prepay billing, 344 physical products, 13 price, 356 picking up domains, 306–307 price button, 54 Pinnacle Cart, 212 price points pixel, 55–56 PPC campaign, 321 placing testing, 326 form elements in landing pages, 198–199 print ads, 31 headlines, 62–64 tag, 271 images in the fold, 72–73 tag, 271 keywords in advertising, 257–260 privacy, 125–127 keywords in landing pages, 255–257 problem areas trust elements in landing pages, 137–138 checkout procedures, 224–225 plan, landing page landing page technology, 228–229 business summary, 38–40 overview, 223–224 fi nancial plan, 45–47 page information, 228 fi nancial resources, 43–45 page presentation, 225–227 market analysis, 40–41 site navigation, 229–230 setting performance goals, 42–43 problem awareness, 156, 159 planning stage of writing controlled products content, 107–108 competitive analysis, 47–48 + (plus sign) in keyword searches, 249 e-commerce, 217 pop-in/pop-up form, 199 evaluating alternatives, 157–158, 159–160 position, headline, 63–64 identifying benefi ts of, 19–20 postpay billing, 343 information search, 157, 159 post-purchase evaluation, 158–159, 160 myths, 26 power sentence, 105 post-purchase evaluation, 158–159, 160 PPC (pay per click) purchasing, 158, 160, 173 acquisition option, 28–29 sales cycle, 159–160 Ad Preview tool, 350 sample, 188–190 AdWords Keyword, 349 sending incorrect, 218 campaign fl ow, 311–312 specifi city on landing page, 32 campaign provider, 317–318 testing design of, 327 competition, 321 testing new, 177–178 considerations of, 321–322 types, 13 costs of, 323–326 profi le (customer) Google AdWords, 329–348 creating, 144–149 marketing, 301–302, 316–320 defi ned, 14, 144 overview, 23, 309–310 overview, 363 prevalence of, 310–311 profi t math, 322 pros and cons, 322–323 profi t threshold, 324 research on, 328 promotions, 178 spotting ads online, 312–316 proofreading stage of writing controlled testing mistakes, 327–328 content, 110 Index 379 proposition statement, 54 resolution protecting customer information, 125–127 display, 56 “Psychology of Color Marketing” fold, 55–57 (Hewlett Packard), 84 level, 55–56 publisher in online advertising, 287 monitor, 58 purchasing products, 158, 160, 173 screen, 57, 58 resources, fi nancial, 43–45 response time, 218 • Q • retention (customer life cycle) Q&A sites, 289–291 e-mail, 33 qualifi ed traffi c, 25, 165, 168 newsletters, 33 Quality Score, 314, 337 overview, 32 question and answer (Q&A) sites, 289–291 return on investment (ROI), 286 quotations (“”) in keyword searches, 249 return policy abiding by, 218 inadequate, 75 • R • on landing page, 32 radio ads, 30–31 location of details about, 137 rainbow effect, 84 overview, 135 ranking. See SEO (search engine relationship with conversion rate, 361–362 optimization) returning e-mails, 204 rational appeal, 111, 363 revenue, 312 readability of images, 281 reviews/reviewing reader-friendly fonts, 93–94 competition, 189 reading customer, 190 body copy, 173 getting ahead of time, 190–191 headlines, 173 trust elements, 140 real-time statistics, 16 revising stage of writing controlled reason, 111 content, 109–110 red as potential color meaning, 85–86, 89 rich media, 302–303 redirects, 171 ROI (return on investment), 286 reducing rollover effect (button), 90 bounce rate, 168–172 royalty-based photos, 100 page load time, 169 royalty-free photos, 100 removing obstacles to sales, 220–221 running multiple landing pages, 186 Report on Internet Speeds in All 50 States (Communications Workers of • S • America), 53 reporting PPC (pay per click) campaigns, safety, e-commerce, 215 319–320 sales researching closing online, 219–221 competition, 47–48 cycle, 159–160 PPC (pay per click), 328 removing obstacles to, 220–221 related keywords, 252–253 telephone support, 201 reserve, 214 sales-related fees, 43 sample products, 188–190 380 Landing Page Optimization For Dummies

scams, online, 288 keywords, 249–255 scanning page text, 53 PPC (pay per click) providers, 312 scheme, color, 86–88 selling physical products, 13 screen resolution, 57, 58 SEM (search engine marketing) scripting, 179 content, 278–281 scrolling, 59 crawling, 265–267 search engine marketing (SEM) creating search friendly landing pages, content, 278–281 274–275 crawling, 265–267 tags, 277–278 creating search friendly landing pages, focus of, 267–268 274–275 HTML fi le size, 281–282 tags, 277–278 indexing, 265–267 focus of, 267–268 overview, 265–267 HTML fi le size, 281–282 ranking, 274–282 indexing, 265–267 SEO checklist, 282–284 overview, 265–267 SEO (search engine optimization ), 274–284 ranking, 274–282 sitemaps, 265–267 SEO checklist, 282–284