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I’m also confused by Grandawood talking “landing pages” and Eatyourvegies talking about “squeeze pages”.
My understanding is that “squeeze pages” is reserved for the type of landing pages whose specific purpose is capturing an email address. Did Grandawood intend this limited definition of landing pages?
Interesting reference you post…
My two favourite points from it:
- “Approximately 96% of visitors that come to your website are not ready to buy
- The more landing pages you have, the more leads you are likely to get.
I still find the single most common problem that inhibits generic SE referrals is not answering most search queries, particuarly when people are nearing the end of their purchasing process.
Part of the problem seems to be a fixation on targeting frequently used keywords from a keyword planner.
I just SEO audited an online product catalogue site. No page on the site qualified for any search query that includes these “imminent purchase” indicative words:
Sales, buy, selling, supplier(s), supplies, discount, best, lowest, price, quote, reviews, online, (business category) and more.
If you want to improve conversion rates of landing pages, get at the top of the search results when the searcher is ready to buy.
As it happens, I had an old client in the same product category. Of its top 1,000 search query referrals, 37% of them included the “imminent purchase” words or business category words listed above.
I suggest that the timing of when information is delivered to a potential client is likely the single most important attribute in any conversion rate assessment.