• E-Consultancy, Friday, August 1, 2008 4:15 PM

The E-Consultancy team plucks a page from their "Paid Search Marketing Best Practice Guide" to offer a dozen landing page creation tips. The tips range from crafting relevant pages with clear headlines and easy-to-scan blocks of text, to providing the right balance of product detail and brevity.

Meanwhile, menu and navigation decisions will depend on whether you want to give visitors the option to delve into other areas of the site. "This is debatable; removing menu options can increase conversion rates since users have a smaller choice of where to click, but this will prevent visitors who don't respond from going to other sections of the site," the team writes. "One compromise is to limit the menu to top level options only."

And provide a way for the non-converters to contact you if they change their mind, both on- and offline, if applicable. Lastly, landing pages should also be constantly tested, and if they're tied to seasonal products, should eventually be removed (or orphaned -- and users redirected to more appropriate pages) until the season rolls around again.

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