The first and most important objective of the landing page is to convince the visitor that they've come to the right place.
Here are some
PPC Landing Pagedesign guidelines:
1. Keep the logo small. Take a look at the landing pages of prominent retailers - the size of the logo has shrunk steadily over the years. I personally believe the logo need be no larger than 200 or so pixels wide by 50 high.
2. Most people, including ADD site visitors, don't read content formatted as paragraphs. Put your content - benefits, features - into short, bulleted items.
3. Graphics can be very helpful -- product photos, pictures of happy people benefitting from your products/services -- but keep the graphics relatively small. They should reinforce your textual messages and help guide the visitor to a quick conversion. See #6 below.
4. The button or link that allows the visitor to take the next step in the conversion process should be big, prominent and "above the fold" - visible on the screen without forcing the visitor to scroll to see it.
5. Limit or exclude off-page navigation. The more specific the search term, the less likely that the visitor arrived on your page without conversion intent. For that reason, pages
web design often contain only three links - the link going to the next step in the conversion process, plus one each for the Privacy Policy and About Us pages. The latter are included for those visitors who need to feel the site and company are trustworthy. But we want to keep the visitor on the landing page - so we usually open a new window to display these two, leaving the landing page visible and accessible behind.
6. Adopt the attitude, "If it's not helping, it's hurting." Any text, graphic or filigree must help focus the attention of the visitor on completing the conversion.
See the full story at:
http://searchenginewatch.com/sew_email/experts/profitable_ppc
