-Each landing page should be specifically customized based on the key words you purchased.

-In addition, every word, link and image on your landing page should be powerfully optimized to drive your visitors down one specific conversion path, whether that’s buy now, sign up for an offer or download a demo

-The how depends on what your email marketing goal is:

+Do you want to capture a fraction of the 97 percent who might otherwise click away from your site and be lost forever?

+Or do you want to focus on the 3 percent who do actually convert – and turn a higher percentage of them into buyers over time?

Opt-in option #1: Focus on the ones who (almost) got away

AbeBooks.com estimates that about 2 percent of its PPC visitors sign up for the Avid Collector – and about 4 percent of those newsletter readers purchase books each month.

+Giving visitors clear expectations of the kinds of communications they may receive, by linking to sample emails, screenshots or back issues

+Summarizing the privacy/email policy and linking to a more detailed explanation.

Opt-in option #2: Convert the converters into buyers

Focusing on the 3 percent who take the desired action from your PPC landing page – thereby demonstrating a high degree of interest – can help shorten your company’s sales cycle and reactivate old leads over time. Technology, b-to-b and other companies with longer sales cycles may be best served by this approach.

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