In his latest podcast , Tim Ash quotes a recent Forrester study saying “for every $1 spent on landing page optimization, $83 is spent driving traffic”.
What does that mean? It means people are paying a ton of money driving traffic to websites but not paying very much money to optimize that traffic. The goal of driving traffic is to increase conversion rates so it seems like a waste of money to be buying traffic to send to a website that is not optimized for conversions.
If you are paying for traffic – with PPC or display ads – it is extremely important to send the user that clicks on that link to a highly optimized location. If you are not optimizing your paid traffic landing pages than you are literally throwing money away.
When we work with web strategy clients, this is the biggest disconnect we see from those on the DIY path. They study keyword research and create decent PPC campaigns only to send that traffic to a very poor performing landing page – and often their homepage. This is the second largest way to lose money in PPC (or any) advertising.
Want to know more about PPC? Check out our recent podcast on the do’s and dont’s of PPC.
Want to know more about Landing Page Optimization? Join our community. Subscribe to Tim’s podcast.
Oh, and buy Tim’s awesome book – Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
{ 1 comment }
