Search marketers urged to test landing pages

29/08/2008

Search engine marketers should do more to test their landing pages for traffic from offline campaigns with the appropriate tools, according to Google Website Optimizer's Tom Leung.

The data gleaned from testing applications can do much to help businesses organising offline campaigns, as well as rule out concepts and ideas that do not work across the online and offline channels, he told Search Engine Watch.

"An image, text or highlighted feature that just doesn't resonate can be discovered through landing page testing," Nathania Johnson of Search Engine Watch stated.

Preliminary testing can also help marketers to reduce the number of landing page options for the first traffic driven from offline ads, she added.

According to Website Magazine, it is "essential" for businesses to build both search engine optimisation and paid search-focused landing pages to make the most of search engine marketing to drive sales conversions.