We Do Search Engine Optimization.

The creation, organization and refining of landing pages is the key to pay per click marketing and online lead generation. Landing pages are audience specific, and an automotive site landing page that converts 10% of users cannot be copied to a campaign selling insurance.

Users respond differently based on the time of day, offer, price point, demographic, education level, style preferences and past experience with your brand. Thankfully we can test and design for most of these variables.

Your landing page, or squeeze page is useless if the visitor can’t immediately find what they are looking for, and take appropriate action. The page needs to be scannable, use visual elements and be well organized.

There are several essential elements that make up a successful and effective landing page and increase your conversion rate.

Simplicity

The visitor must be able to understand the content of the page in less than 10 seconds, preferably 5. The longer s/he must try to comprehend your offer, the less likely they are to complete it. Your landing/squeeze page needs to be appealing to your visitors without distracting them from the goal.

Legibility

The text should be easy to read and the correct size for your audience. Text should be broken up and use lists. Some people prefer long sales pages, others prefer graphics and minimal text. Test this on your products to see which one works best for you.

Contrast

Create high contrast between background and text because to increase legibility, but be mindful of flashy backgrounds. A landing page is not a banner ad. It is a focused message encapsulated in a single page.

Links

Most landing pages have no navigation, and no extraneous links on the page. This gives the visitor only 2 options: complete your action or click the back button. You have a 50% chance of success.

If you watched the final 4 basketball tournament you would have seen 545 million dollars worth of ads that corporations spent to try to sway your attention from hoops.

If you are Chevrolet, you spent approximately $70 million to generate interest and leads to a vast, complex network of car websites such as pontiac.com.

Below is a graph from compete.com showing search referrals to auto brand websites including pontiac.com, dodge.com, fordvehicles.com, chevrolet.com and jeep.com

This search marketing chart shows traffic to major advertisers websites skyrocketed during this event, unfortunately this did not translate into actual sales.

According to Autodata car dealer marketing, Pontiac sales were up 6% in March but Chevrolet sales were down 1%. Ouch.

Chevrolet may want to consider refining their lead generation funnel and update their online customer acquisition process.
Read more about chevrolet and pontiac driving online leads at Compete.com.