SmallBusinessNewz

Whether a campaign involves paid search advertising or an email effort, the destination awaiting potential conversions needs to appeal as much as possible to those visitors.

Tim Ash of SiteTuners knows a lot about the subject - enough to fill a book, Landing Page Optimization.

We talked with Tim about the concepts of landing page optimization he wanted to convey in the book. He sees the landing page as something largely neglected by marketers.

That could be due to landing pages being a difficult issue to handle. Lots of skill sets have to be involved with the optimization process, from copywriters to web analytics.

When we asked him what common pitfall faced marketers in landing page design, Tim said the most egregious mistake tended to be too much information. Marketers need good copy, just not too much to overload the reader.

A clear call to action helps turn visitors into conversions. Let people know that you want them to do something, he said.

Though the reader should pick up plenty of gems from reading Landing Page Optimization, Tim said most of the revelations marketers will experience will come from testing their landing pages. The audience matters most, which makes testing and tweaking based on their behavior essential to success.