Grok dot com has some good suggestions for improving your lead generation landing pages. In a nutshell:
- Split your forms into two parts
- Use more than one lead generation form
- Don’t ask for the lead too early
- Use PPC effectively
- Be aggressive in your optimization
This is all great advice and I’m particularly intrigued by the last three. While all five of these are great suggestions, Nos. 3 and 5 should be intuitive for anyone using landing pages as lead generation tools. But No. 4 isn’t so intuitive. I like the persona marketing idea presented in the Jenny Craig ads.
If you’re going to use pay per click ads to drive traffic to landing pages that target market using the persona marketing strategy, make sure that your ads appeal to the same target market as the landing page. In other words, infuse your ad copy with the same persona language. Otherwise, you’ll be paying for untargeted clicks. People who don’t fit into your target mix will know that ad was not meant for them and they’ll bounce.
