Landing Page Optimization for Dummies

There is a little gem of a video on YouTube from Darren Johnson at Offermatica and Ralph Wilson from WebMarketing today.

Offermatica which specializes in A-B testing and optimization of landing pages, something I evangelize constantly, was recently purchased by Omniture in a well publicized deal that in turn led me to this video.

During the interview, Ralph Wilson makes sure to simplify the process of creating and testing landing pages and illustrates the reasons why there is NO SUCH THING AS A PERFECTLY OPTIMIZED LANDING PAGE.

Among the basics, merchants are advised to optimize based on:

1. Time of Day and Date (afternoon v. morning, summer v. holiday season)
2. The Referral Source (different sources like Yahoo v. Google, Shopzilla v. Shopping.com, etc.)

3. Type of Traffic (first time visitor vs. repeat)

4. Different Types of Ad (different product listings, different keywords, different banners, etc.)

You can check out the full video here: http://www.youtube.com/watch?v=vGxVEqnbh6Y

September 25th, 2007