Dwell Time and Conversion Rate Boosters

How Yahoo! Helped Me to Improve these Measures

A few months ago we wrote a post about whether or not to trap a visitor on a landing page.  This continues to be a dilemma for many of our clients.  However (I’m not afraid to admit it) I’m pretty sure I missed the boat on the most optimal approach for landing pages.  Thank you to Yahoo’s recent designs for the enlightenment!

With landing pages, we typically weigh the pros and cons of having a landing page that prohibits navigation, so we keep the visitor focused on conversion.  Or, having a landing page that is part of the regular website with all the links active, allowing the visitor to wander to gather the information they need in hopes they will get to a conversion point before exiting the site. …

When Your Conversion Rate Plummets

Twelve Diagnostic Questions to Get Answers

We frequently get inquiries from businesses that were getting a healthy amount of leads and conversions, but then suddenly their conversion rate takes a nose dive. When the phone stops ringing in today’s economy, panic ensues.

Many businesses aren’t even aware of all the different factors which can cause a negative change like this to occur. In order to give you a hand, we put together this list of questions to ask yourself to get to the root of the problem.

We’ll start at the “front” of the line with our problem-solving and work our way back to the landing page and website, since front-line changes are much easier to address.

1. Have the paid search keywords that are getting clicks changed?

Check out your pay per click (PPC) advertising keywords bringing in traffic.…

Three Big PPC Mistakes, Part II

. . . And How Newbies Can Avoid Them

In Part One of this article, I talked about the mistakes small business owners and marketers make when they first begin using pay-per-click campaigns. In Part Two, I cover the third biggest mistake people make: sending all PPC traffic to your home page.

Why is this a mistake? Simply put, you seriously lower conversions because you give people too many options to “explore” or you make them click around searching for the product or service featured in your ad – which usually causes them to click right back out of your site.

A better method is to send searchers to landing pages developed specifically for each ad in your campaign. “Advanced search marketers,” says our own Dudley Chamberlain, one of Yield Software’s customer success reps, “create their ad groups, ads, and…

Increase Landing Page Conversions: Limit Options to “Explore”

Four Steps Toward Better Conversion Rates

Transactional landing pages have one purpose only: to get people to take one specific action, whether it’s filling out a form for a white paper, purchasing a product, or even subscribing to an e-newsletter.

Yet many companies lower landing page conversion rates by providing opportunities to browse for related goods and services or offering all kinds of back-up information to support their offer.

In other words, if you’re trying to get people to sign up for your Webinar and on your landing page you have links to your Website, YouTube video, and white papers, you’re encouraging people to click away from your landing page – perhaps never to return.

I call this “Distraction Interaction.” Think about what happens when you go online to do something:

Initially… you open your email client to send someone…