Understand the 10 key elements of a landing page from headline to presentation.
Landing pages have become an important part of the marketer's toolbox. To create effective landing pages, you should understand the anatomy of a landing page and it should be part of your landing page and optimization framework. After optimizing thousands of landing pages over the years, I want to offer this framework for understanding the 10 key elements of a landing page.
Not all of the following elements always need to be on a page to create an effective landing page. However, there are several elements that are essential to your success.
Look at your landing pages and your competitors' to see if you can identify these essential elements.
In my next column, I'll explain the five dimensions of landing page element design that impact its effectiveness.
If you would like to see some of these elements in action, you can sign up for an upcoming Webinar I am doing on April 1, 2010 - "Don't Be April's Fool: Proven Techniques To Maximize Your Advertising ROI."
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Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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