• PPC Hero , Tuesday, September 16, 2008 12:15 PM

If a particular landing page is undeperforming, it may not be the ad copy, according to John Lee. It might be a fluke in the design/navigation of the page itself. And so Lee devotes an entire blog post (the first of a landing page-focused series) to design tweaks you can make to boost conversions and build authority.

First, keep your call to action above the fold. Some insiders may urge you to try to get all the content -- including headlines, forms, buttons and images -- above the fold, but Lee argues that that's not a realistic mandate. "From one level-headed marketer to another, let me lay it out... you can't fit everything above the fold!" he says. You have to choose which page elements are most vital (like the call to action or a product image) and get them up there.

Also, avoid packing too much content into your landing page. Leave some white space. "Clutter on a landing page is confusing for the user and can keep them from finding relevant details and your calls-to-action," he says. "Users scan the text and take away only certain elements that they use to make a decision if the page is relevant to their goal or not. Clean use of space allows users to scan and absorb key messages."

Read the whole story at PPC Hero »