Where Do Your Customers Land When They Jump?

To do search marketing right, it’s best to send potential customers who click on your search-engine-generated links to a “jump” or landing page. This page is the gateway to your site, and should promote further action from your prospective clicker, be it to make a purchase or leave a name and number. So, how do you get the most out of a jump page? What’s the secret to getting jumpers to click? Here are a few tips:

  • Catch the reader’s attention with a big, bold headline that’s relevant to his or her search. Test multiple jump pages at once to see which prove to be the most effective landing pages.
  • Use visuals. Print a bunch of text, and you’ve lost their attention. Remember: pictures that tell a great story really are worth 1,000 words.
  • Include testimonials. People like to buy based on other people’s recommendations.
  • Provide something for free in exchange for a name and email address, or a bonus gift with purchase.
  • Create a sense of urgency with an offer only valid for a short time, or only available to a limited number of new registrants.
  • Give users multiple options for how they pay, from credit cards to PayPal. Also, include a toll-free number for any questions.
  • Be sure to test your control page in an effort to improve conversions each time.

Our Po!nt: Jump to it! Use these tips to optimize your landing pages—to respond to and reward searchers who take the time to click.


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