Follow these optimization tips to keep visitors who land on your Web page from moving to other sites. Optimize your landing page as part of your Web design and conversion strategy, and you'll be well on your way to online marketing success:
Choose keywords carefully. Your conversions will ultimately suffer if your keywords aren't researched and tested. Keywords provide the framework from which your advertising campaign is built.
Keep key information in the fold. The fold area is where you capture your reader's attention. Put key content and enticing elements here, starting with your heading.
Use trust elements. To increase conversions, gain visitors' trust with trust elements. If they don't trust you, they won't buy from you.
Know your demographic inside and out. Your landing page is designed around your demographic. The language, navigation, and pictures are all done with the demographic in mind; if not, your conversions will suffer.
Be upfront. Fees should never be hidden. Don't spring any unpleasant surprises on your customers. For those that really want your product, they'll gladly pay that little extra in shipping — if they know about it in advance.
Write persuasively. Write to appeal to your audience; this includes an ethical appeal, a rational appeal, and an emotional appeal.
Use contact information. Don't hide yourself away. Visitors gain confidence when they know how to get a hold of you.
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Source:http://www.dummies.com/how-to/content/essential-landing-page-optimization-tips.html
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