• Bruce Clay , Thursday, December 13, 2007 5:15 PM

Lisa Barone culls info from a recent MarketingSherpa seminar for this post on the best tests, design schemes and overall strategies for boosting the conversion power of landing pages.

Stats from MarketingSherpa's new Landing Page Handbook reveal that of the myriad steps you can take to impact a landing page's conversion rate, dynamically serving the on-page copy bumped up conversions by 68%. Giving users a sign that this new page contains the specific information that they were looking for -- even simple copy that says "you searched for 'x' on Yahoo" -- is an incredibly effective change.

Though the dynamic search copy tests drove some of the highest increases, MarketingSherpa's suggested three other landing page features to test that all drove up conversions by at least 60%. These suggestions included checking to see that the registration form moves consumers along the purchase pathway (and doesn't halt their progress accidentally by having the "reset" and "submit" buttons too close together), and making sure that you know which pages your organic search efforts are driving users to.

Barone also includes insights into how to tweak landing pages to optimize mobile conversions, and tips for making sure that all of the landing page's creative elements are conversion-friendly as well.

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