Landing Page & PAF

How can we improve the effectiveness of a direct response campaign?

There are 3 ways to improve the effectiveness of a DR campaign:

1. Buying effectivelly! It’s a Media agency’s responsibility to make sure we get the best ROI by Improving targeting & getting better deals.

2. Effective banners! Having an effective banner with a strong CTA & Messaging.

3. Effective landing pages. Having a landing page that is relevant to the add and converts effectively.

Improving the effectiveness of a campaign

Advert Landing page

Successful order

% Conversions% CTR

Low % CTR + High % Conversions Ineffective Advert / Effective Landing pageHigh % CTR + Low % Conversions Effective Advert? / Ineffective landing pageHigh % CTR + High % Conversions Effective campaign

Landing Pages

How to improve their effectiveness?

1. The Advertisement & Landing page should compliment each other

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2. Make sure your Headline is effective

Headlines should not confuse, bore but compel a visitor to take a closer look

3. Impeccable grammar

The trust of a visitor will be risked if there are spelling errors and sloppy grammar

4. Taking advantage of trust indicators

Relevant clients

Customer testimonials

3rd party trust and security verification

When eye glasses and lens company ACLlens began using VeriSign, they saw a 41% increase in their conversions and a 58% revenue per transaction.

5. Avoid using any linkOn a landing page, simplicity is key.

6. Use images that relate to copyProduct images or testimonials can have a positive impact on viewers.

7. Keep it above the foldKeep the most important bits on top, including the CTA

8. Follow UX conventions and success cases

Forms on the Right perform better than on the left

A 1 column layout works much better than a 2 column layout

Forms should be as short as possible, ask the most essential.

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