October 2009
Beginner
408 pages
9h 28m
English
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Chapter 19. Ten Surefire Ways to Increase Conversion Rates
In This Chapter
Working with keywords
Putting things out in the open
Using the fold
Developing the body text
Focusing on your customer
Making a user-friendly layout
Working on headings
Enticing your visitors
Providing your contact information
Gaining visitor trust
This entire book is peppered with hints, tips, and tricks to get your landing page operational and make conversions. In this chapter, we condense all the info in this book to ten surefire ways to increase your conversions. If you were studying for an exam, this chapter would be your cram.
Keywords, Keywords, and Keywords
Your conversions ultimately suffer if your keywords aren't researched and tested. We dive deeper into keywords in Chapter 13, but remember, keywords provide the framework from which your advertising campaign is built. Choose the wrong keywords, and the game could be over before you begin. We recommend the following when it comes to keywords and the tools to use:
Research keywords and create a comprehensive keyword index. A keyword index is a researched and documented list of associated keywords. Your keyword index needs to include your original keyword extrapolated to include related and associated keywords. From this index comes the language you use on your page. Use an online keyword tool, such as the Google AdWords Keyword Tool, as shown in Figure 19-1, or Wordtracker (at
www.wordtracker.com). Coming up with the right keywords is all about the research.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.