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Copyrighted Material 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 <changefreq> tag, 269, 271 (advocacy group) Report on Internet </changefreq> 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 <DESCRIPTION> 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,
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