If your pay-per-click ads or other offer-specific ads are sending people to your home page, then the good news is you’ve got a lot of room to improve your conversion rates.

Jon Miller of Marketo has a great top 10 list over at Online Marketing Blog called Ten Tips for Lead Generation Landing Pages. The list is a combination of good basics — remove the navigation, make your content scan-able — as well as some stuff I hadn’t thought of before. #7 was my favorite:

Use hidden fields to capture additional information about your leads,
such as the keyword used, the search engine they came from, and the ad
they clicked. You can also use “click paths” to capture implicit
information. For example, if you want to know the prospect’s industry,
add some navigation on the left that lists your top industries. This is
different than your site navigation. Prospects are likely to click on
the link for their industry, so take them to an even more targeted
landing page —and capture their industry as a hidden field.

If you’re trying to sell more ebooks, increase your email subscriber base, or just improve your online conversions, this article is a must read.

Rich Brooks
It’s All About the Conversions