This one is simple. The metric that matters when defining a "successful" landing page is profitability. You need to make more than you spend to bring the traffic. If you're spending X to get traffic, and you're profiting X-plus-anything after the conversion, you're successful. If not, you aren't.
This might require a 25% conversion rate, or it might work with a 1% conversion rate.
A couple of examples of a successful landing page:
- You are running an AdWords campaign, and you pay $1.00 per click and you have a 1% conversion rate. Your offering costs $150. Assuming you have less than $50 in labor and other costs associated with a conversion, you're profitable and have a successful landing page at a 1% conversion rate.
- You are giving way an eBook full of great, useful information. In the eBook you establish yourself as an expert. 25% of those who land on your page click the link and download your book. Of those who download the eBook, 0.2% (1 in 500) hire you to consult. You make $200/hr consulting and a typical gig is 25 hours. You're not spending anything explicitly to gain traffic, but you're hustling to spread the word using social media.
Each month you get 4,000 visitors to your landing page (giving away 1,000 eBooks). That translates to two consulting gigs, or $10,000 which is enough to cover your overhead with enough left over to live the way you'd like. You're profitable at a 25% conversion rate.
(btw, do you have a successful landing page? You should share it with us).
The picture worth a thousand words with a picture that shows what your product or service can help explain to your targeted visitors what you sell. Because these are people who have so little time and attention just like us.
Posted by: business contact management software | Jan 17, 2011 8:02:23 AM
Thanks for sharing. I think this blog will really helps me in my SEO training.
Posted by: Project Management Software Tools | Sep 1, 2011 12:04:15 AM
Successful landing pages....! How often have I visited someone's website through a email campaign or a advert on somebody's website only to find when I click through it's not telling me what I want to find. I am just a small business owner, but every click is super important to my web strategy. Thanks for posting.
Posted by: Eileen Riley | Sep 19, 2011 5:31:19 PM
I spend approximately three seconds viewing the results of a google search. The thing that jumps out at me are the hard to find intellegent landing pages. Now I understand why a bullseye landing page is so important to capturing a slice of the market. In addition, a relevant image seems to be almost crucial to getting peoples attention. I am not trying to dominate a market because I know I cant, however your useful tips enable me to be just that little bit ahead of some of my competitors. Thank you so much for this info!
Posted by: Helen Hudson | Apr 6, 2012 4:16:11 PM
I need to compete with big businesses attracting holiday makers looking for Accommodation in Phillip Island
There is room for a diverse market and I can see now why it is crucial to have an effective landing page to capture peoples attention that may otherwise pass you by.
Thanks for the tip.
Posted by: Tony | Apr 6, 2012 6:11:26 PM
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