Seth Godin on Landing Pages
Description
http://sethgodin.typepad.com/seths_blog/2006/04/vocabulary_land.html
A landing page (in fact, every page) can only cause one of five actions:
* Get a visitor to click (to go to another page, on your site or someone else's)
* Get a visitor to buy
* Get a visitor to give permission for you to follow up (by email, phone, etc.). This includes registration of course.
* Get a visitor to tell a friend
* (and the more subtle) Get a visitor to learn something, which could even include posting a comment or giving you some sort of feedbackI think that's the entire list of options
So, if you build a landing page, and you're going to invest time and money to get people to visit it, it makes sense to optimize that page to accomplish just one of the things above. Perhaps two, but no more.
Also: keep testing landing pages. You can have two for one campaign. And every campaign should have a different landing page.
From Wikipedia:
Not only can you, but you should have two landing pages per campaign if at all possible. Conduct what we in marketing call "A/B testing." You can use the same content in each version, but change something else in each one - for instance, have two separate offers, or use different layout styles. In a PPC campaign you could even split up your keyword set and route half of the hits to your A page and half to your B page. Down the line you'll most likely see a difference in conversion rates between the two pages, and then you'll know what works best in your particular situation.
And by the way, Seth Godin is totally right. There's no point in a landing page unless you get something from your prospect for it.
I'm going to declare this a successful landing page. Welcome, Stacey!
See also: Landing pages in Drupal