In this post I present some intermediate level landing page optimization tactics. I toss in a couple of real-world scenarios and we will work from some basic assumptions. This article is targeted for Google AdWords advertisers with direct marketing goals in mind, although the same principles apply to other search engines just as well.
Landing page optimization has two main goals:
- Increase conversions for clicks that get to the page
- Increase Quality Score (Google only) so that you can lower your CPC for the same clicks