Convert Every Click: Make More Money Online with Holistic Conversion Rate Optimization

Chapter Nine

Landing Page Strategies

Meet Bob. Bob uses pay-per-click ads to send people to the product he sells online. When people click on the ad and come to the website, they are pretty much ready to buy and he wants to keep them in that state of mind. He just wants them to click and buy (or more likely, click to opt in). He realizes in his case he’s better off without a navigation menu with many unneeded distractions. So a one-page, hyperfocused website makes sense in this case. One-page websites like this are called landing pages. Bob may also have a standard website in addition to this page, or he may have multiple landing pages for different products.

There are many different kinds of websites including hybrid sites, minisites, mobile sites, responsive sites, blogs, and more, but in this book, I am going to focus on the most common four categories. These are landing pages, standard websites, shopping cart sites, and mobile sites (Figure 9.1). So far in this book, you’ve been learning how Universal Conversion Logic works so that you can make educated improvements no matter what kind of website you have. But there are a few concepts that really are unique to the individual kinds of sites. So, I’m going to spend a brief amount of time discussing these before we move on with traffic, follow-up, and advanced strategies. Just remember as you go through these next chapters that what you’ve learned up to now still applies.

Figure 9.1

Before we start looking at full websites ...