Yesterday we held a Provo Labs Academy training session on landing page optimization. I played about 15 minutes of excerpts from the May 23rd MarketingExperiements.com conference call recording. They described how they increased the conversion rate of a hypnosis product landing page by 40% by improving the layout and design slightly. They also offer some excellent guidelines for landing page design at the end of their report. We also reviewed the landing page design guidelines listed in the free 30-page report from Enquiro.com (Inside the Mind of the Searcher) from 2004. (Registration is required.) Here is the list they provide:
As important as it is to increase clickthroughs from your Google/Yahoo/MSN keyword campaigns by using Dynamic Keyword Insertion, it is even more important to match each one of those ads with a customized landing page that will maximize your conversion rate. Here's a good article that lists 11 things you can do to improve your landing pages.