For those of you who have tried your hands in Paid search campaigns like Google Adwords, MSN Adcenter etc must have felt the importance of a good landing page. A good landing page can make a huge difference to your campaign's performance by drastically improving your conversion rate. Here are some quick tips for improving your landing page..
a) Don't distract your visitor : Focus the entire page on one objective and set up everything towards it. Multiple options would distract the users and none of the objectives would be achieved. If you want to have multiple objectives, use separate landing page for each of them.
b) Content flow: It is typically observed that a vertical content flow through the center of the page works best for sales pages. Use the right and left column for supportive information like testimonials, SSL support, customer support phone number etc. This will build confidence in your visitors when they reach the "order now" button.
c) Avoid Extra Elements: Each element of the landing page should contribute towards guiding the visitor towards your objective. If there are graphic elements, animations, images that does not contribute to this, get them off the page - they can take away your visitor's attention.
d) Navigation: Try to put the navigation to the far right column or even better in the footer only. Putting the navigation infront of the user gives them the option to click off to another page and even if they come back after that you will need to establish the user's attention again. For any supplementary information that the visitor might need try to provide passive pop-up or CSS based slide down content.
e) Testing is the Key: Yes, even if you get a considerably good conversion rate don't be satisfied, keep a copy of that page and do further testing. Testing must be a continuous process and you should maintain complete record of the campaign for each landing page to see which performs the best.