As an online marketer, I'm sure you've tried improving your landing page conversion rate by testing various combinations of headlines, offers, hero images, forms and calls to action. Testing is definitely important for conversion optimization, but have you ever thought of improving your landing page before the testing stage? 

In a recent article, Tim Ash, CEO of SiteTuners.com, argues that you can improve landing page conversions immediately by matching a user's intent with your landing page content. Every visitor to your website comes from somewhere, whether it be a Google sponsored listing, an organic search engine result or a link in a blog post. No matter the traffic source, your visitor has established an intent, or what they believe your page should be about, before they ever arrive on that page. Therefore, matching a visitor's intent with the key messaging and content on your landing page is critical.

Take for example, my search for "flat screen tv." This is one of the Google Sponsored Listings:

Based on the keyword and ad, I expect to find reviews for flat screen TVs when I click, but instead I am confronted with no expert ratings, no comparisons, only an offer to "join today":

Clearly my expectation did not match the landing page I was given. The sponsored listing promised one thing, but the landing page delivered another. The frustration factor could have been subdued with a review excerpt and/or rating... a teaser if you will.

While it can be challenging to align landing page intent with a keyword search and a Google sponsored listing, marketers have an opportunity to create "champions" out of the gate. 

At WebsiteBiz, we help our clients align one-to-one paid search experiences to yield maximum results that surpass industry standards.