Friday, January 30th, 2009

Landing Page Tutorial Part 1

I recall many questions and comments were asked in relations to the landing page section of the PPC Case Study videos that I did late last year. So I have decided to begin a landing page tutorial series to help unmask any hidden elements and to better educate you. I just read a post from Chad at CDFNetworks about landing pages and the importance of them, I had already planned for this series and to go a little further in depth than most. There were actually two different workshops at affiliate summit west that spoke on the topic of landing page optimization and I was able to meet the author of the book “Landing Page Optimization” by Tim Ash.

More experienced internet marketers understand the importance of landing page testing and optimizing, however many newcomers fail to grasp how big of a factor landing pages play in determining how profitable or unprofitable a campaign will be. One of the biggest mistakes I tend to find amongst marketers, when they are talking to me about their unprofitable campaign, is they fail to test multiple designs on their landing pages. No matter how many blogs, websites, ebooks they read or experts they talk to, some people just never seem to listen. If you want to find a profitable campaign do two things. First, watch all of the ppc case study videos and follow it word for word, if you have any questions about it you can ask them in the forum. Secondly, follow this landing page tutorial. That’s pretty simple to do right? WRONG! Most of you will read this, you won’t interact with this tutorial by making a comment below, you’ll just read and not take action. However you’ll continue your daily lives working for some job that you are totally disgusted with, making rude comments about your boss and job all day. The other half who isn’t complaining about their job are at  home complaining because they have no job! (I’m sure this doesn’t apply to some of you but MOST of you it does.) Why don’t you just leave the perfectly polished and dust-free TV remote alone for a while and challenge yourself to improve your life and what you get out of it.

There are tons of things to take into consideration when you are developing a landing page. Firstly is the Thought Process and APPROACH that you will take. You need to create a road map for yourself. Read the items below to get a better understanding of what I mean.

Thought Process and Approach

What does this mean? Understand and do your research on your target audience. Find out who they are, what they like, how they like it and you will be better equipped when you start putting together your landing pages. The example offer we will use for this tutorial will be from Convert2Media, called Course Advisor (offer #702). To begin our research lets start off with using Quantcast, view the results for the offer’s main website: Results Click HERE!


Quancast Data Below

quantcastAlthough this data may not be entirely accurate, it will atleast give you an idea and you can compare it to other similar scholarship finding websites to get an avg result. According to this data, about 56% of all visitors are female, the age range with the highest vistor rate are ages 18-34 at about 27% of overall traffic, roughly 63% are causasion, 61% have no kids, 28% make between $30-60k/year and 44% have NO college background. That is alot of valuable insights into this niche. Can you see the two-fold purpose of this? Obviously not or you’d be making money, so drink a red bull if you are tired and reread this section again. But for those who still can’t understand what is hidden between the lines, here it is plain and simple. ATTENTION all FACEBOOK and MYSPACE Marketers – This info helps for not only landing page creation/design but also helps you better understand where and how to target your traffic. If you want to maximize your chances of success, don’t target 50 yr olds for scholarships, start out with the 18-35 ranges, so you are testing the age ranges with the highest chance of a possible conversion. If you really want to do specifics, check out this data, College Enrollment Statistics (Simply found by doing 3 minutes of research. Google is useful for somethings.). Find out exactly what age, race and gender are in college or are the most likely to be in college. That is what you want to focus on. The more qualified your traffic is, the higher your chances of conversions, the more probability of profiting (you also want to take qualifying your visitors through your Ads and LP presell content into consideration). Then test the smaller chance areas later as an expansion strategy, after your making money.

Ok now that you have an idea of how to identify your target markets and research the demographics. Start to think just like them, if you plan to use adwords to promote this campaign (btw.. the content network would be good for this, consider placement targeting. Maybe use the domain targeting idea Ruck talked about HERE ) start getting some ideas of what your competitors are using for landing pages and analyze the process behind their particular design. Whether this offer works from direct linking, which it probably could, we are merely using this offer as an example to demonstrate landing pages. I just randomly picked an offer, no thought process went into choosing this offer for the tutorial.

Some of the things we will be going indepth on next week are:

– Styles of Landing Pages

– Key Elements When Designing Landing Pages

– Importance of Presell content/copywriting

– Split Testing Designs to Improve CTR and CR

– Understanding How Visitors Interact on Your Landing Pages

– Advanced Optimization Strategies and Tips

Feel free to throw in some of your questions along the way, I am more than happy to answer them. I plan to go indepth as I can, so if there are things you would like me to cover, please list them in the comments below. And break out of your shell, I’m sure many of you reading this have never even made a comment on this blog or maybe any blog. Take a step towards improvement and say something! I don’t bite, most of the time.

Take this information given above and begin to get familiar with it. If you want to see what other great offers Convert2Media has, simply sign up here: Convert2Media. Stay Tuned for More!!!!!!

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45 Responses

January 30, 2009

Great and very detailed Andrew, can’t wait to go through PII of your tutorial. Nice to see someone taking the time and going really indepth through such an important part of IM. THANKS!

January 30, 2009

Hey Andrew,
Great to see you’re kicking off another series.

Looking forward to updates.

January 30, 2009


Great start on this series and I’m looking forward to it!

The demographics understanding of the audience is powerful. It’s cool to see such a correlation in this case between what Quantcast says (high % of African-American females) and what the hero-shot photo the advertiser is using on their page… sort of like saying “we’re a lot like you” to the visitor.

2 questions I’d appreciate you tackling:

a) So say you were trying to target this demographic and offer in Facebook… how would you focus in on race such as African-American? The female part would be easy but I’m very curious to know if it’s possible to do so for race.

b) In the landing page series, can you tackle the issue of fake blog-style landers… if/where do you think affiliates should draw the lines in terms of deceptive testimonial/results, comments, etc.

Looking forward to the series!


January 30, 2009


Very nice tutorial.

I finally know which market I want to target. Do I have to have a site finished before I sign up for and look around an affiliate network?

All the best,

January 30, 2009

*Anthony – Glad you know what market you want to target. You don’t need to have a site finished, however some networks require you to list a website and it can help to have a website finished. I would highly recommend signing up with Convert2Media as we can guarantee you will get approved and have tons of the best offers and the ABSOLUTE HIGHEST PAYOUTS! No joke, the owners are/were affiliate marketers and teach you lots of cool tricks.

January 30, 2009

Almost the variations of the landing page was very useful and some script to randomize the diverse landing pages, ie one with video, one with graphics, one simple text, etc. great post

January 30, 2009

Nice man, looks to be a good series. Would like to comment on the downward trend of Course Advisor and this is basically because their budget is enormous and they have certain times of the year that they push their budget the hardest. As you head into the new year you have resolutions, along with a short February and then into a spring break. After that, graduation is just right around the corner. With this mindset Course Advisor’s ad spend is really thought out as they come out of the shadows to start pushing budget again. This is always a top performing offer for media buys thru rotators and content network campaigns.

January 30, 2009

Hey Andrew,

I’m not sure how far in-depth you’re going to go into this series, but the last one was awesome so I’m looking forward to it.

The main problem I ran into when trying to create my own landing page was this:

I haven’t got a clue on how to create one. I’m decent at graphic design so I tried creating one in Photoshop, slicing it, and then coding it in Dreamweaver. But I realized I had no clue what I was doing (especially when trying to add text with divs and css). I could outsource this task, but I don’t have the money, and would like to be able to create my campaign from the ground up (demographic-keywords-landing page). Once I know what I am doing I can always outsource it later.

Not to mention the fact that I’m not sure how to do DKI (dynamic keyword insertion), split testing, or PHP. Do you have any recommendations as to where I could learn how to design these myself?

Any type of coverage (even a little bit) into how landing pages are designed would help me. Thanks man~

January 31, 2009

Hey Andrew, love your case study series. A quick question, do you test the offer first before building a landing page, or do you already know for sure that it’s a good offer without first testing it? Thanks

January 31, 2009

You should always test an offer and a landing page at the same time. You aren’t supposed to direct link with Google. So build an LP around the offer and test that way. Remember, look at what others are doing. Don’t reinvent the wheel. If you hear others are making money with Grants then you should be able to as well. Then build your LP to mimick what others have done. Don’t copy them out right… But mimick the look with your own unique twist.

February 1, 2009

I’ve been a subscriber to your blog but i’ve never had the chance to came by until now, and I’m glad I did!

I’ve went through your current and past posts and they’ve answered a lot of questions of what I was doing wrong. I hope to take some of what I’ve learned here and implement them, hopefully start to make some serious money.

Thanks for the very informative posts, i’ll be back often for your updates.

February 1, 2009

Hey, great article. There are always multiple variables that can affect the success of a campaign. Tweaking LP’s, keywords, targeting etc. are all very important. You may have to tweak a few times before you get it right. Also, don’t forget to ask your Publisher Manager about the campaigns that are most profitable for other affiliates. Sometimes you will be surprised as to what is working best. Like Kris said, it’s not about reinventing the wheel, just identify and push through!

February 1, 2009

As I have no website I joined a small portuguese affiliate network (I’m portuguese btw) for the ease of being accepted with no website. Although the portuguese market is nothing at all compared to the american market I thought it could be good way for me to start. Unfortunately for me that affiliate network offered only about twenty different offers many of which I cant see being able to get any number of conversions at all.
I then read on your blog you would facilitate the process of getting in to Convert2Media. I thought, “great for me! there’s a way, at last, for me to get started!”. And so I sent them my application, but, for some reason, probably the fact that I dont have a website, I was not accepted. Any suggestions?
I’ve been reading this blog for a while now and believe to be ready to get my hands dirty.

February 1, 2009

You can call Steve directly. Check out this topic in the Members Forum (Click Here). That has Steve’s number so you can call and get approved.

February 1, 2009

Thanks Kris!

February 2, 2009

Really good article! Thanks a lot

February 2, 2009

That’s a great article. Even though Facebook has great targeting options I always had a really low CTR. I guess you almost have to have multiple offers/ads going on the network to make it really worthwhile.

I had a question though. When creating landing pages/sites for offers how much time do you initially spend on any one offer? With more content I know you have a better QS but if it takes you 2-3 days it’s hard to test multiple offers at the same time. Any ideas? Thanks Tom

February 2, 2009

Andrew, great kickoff to a great series. I am looking forward to getting better results in my PPC campaigns from this series. I need to go back to some of rucks old series and review testing offers b/c that’s always the first thing I forget how to do effectively with PPC.

Although, I have been doing a lot of PPV since Nov and i’m wondering if that’s an effective way to test. I’ll let you know after I run some of those winners through to the PPC side.

February 2, 2009


Thanks for the response.


February 2, 2009

Nice start to a new series. PPC is still one of my week points, and LPs I think are my biggest problem.

February 3, 2009

Great post. You made some important points there, I’ll bookmark this article for future reference.

February 3, 2009

Very good post, I ll come back to your blog. Thank you also, i just discovered quantcast, whichis a very good tool!
I wish you showed a concrete example how you reach your audience, after having done such a research on that target audience.

February 3, 2009

“However you’ll continue your daily lives working for some job that you are totally disgusted with, making rude comments about your boss and job all day.”

That pretty much sums it up lately. I look forward to reading the rest of this series.

February 5, 2009

Thanks for this case study, it is very detailed, its good to see how to get the maximum out of landing pages.

February 16, 2009
Melissa Johnson

This article is a great way to help educate online entrepreneurs how to maximize what they are doing for the greatest result. Continuous research and education is key in this fast paced industry. Thanks for the information.

March 11, 2009

This articles shows a great example of how landing page show be. Keep things clean and short with call to action structure. This is one of the Must Bookmark article. :)

March 26, 2009

I have been looking into doing affiliate marketing and all that, but I have no idea how to do landing pages. I’m hoping these tutorials help me out pretty well.

April 5, 2009

The tutorial is great. I think many of us get stuck on the LP issues and a couple questions around it are:

1- What networks allow direct linking ?

2- Does it matter to have a LP per domain per offer or use a single domain for various LPs?

Looking forward to join C2M.

April 24, 2009

Nice tutorial thanks a lot

April 27, 2009

Thanks for the tutorial. Will you have any case studies of Landing Pages?

June 7, 2009

Wow! Andrew thanks so much for putting all this info in one place. I have been going through the tutorial videos and now it all makes sense where I’ve been going wrong. I’m done looking for shortcuts.

I owe you a debt of gratitude because of all of your hard work on these Videos has me renewed in the enthusiasm I had lost over the past 3 months. Thanks

June 19, 2009

You don’t need to have a site finished, however some networks require you to list a website and it can helpp to have a website finishet.

June 23, 2009
Anne Célibataire

Thank you for this article. It is really interessant and fully.
It is cool that u take your time to inform and help people.
Landing pages are really important for business tofay, so thank you a lot again

October 30, 2009

I read part two first didn’t realize there was a part one! Great points made here as well.

November 28, 2009

Hi Andrew, your tutorial is great! Do you have any case studies to see the success of Landing Pages? This would make it excellent…

December 16, 2009

This is very good tutorial. I know how to make webpages, but I always have trouble with the info we can get from statistics. I don’t know how to read them properly and what changes should I implement to my website to have more conversion.

January 9, 2010

How would you rate using Squeeze Theme to give you optimised landing pages? Or am I off the mark here?

February 1, 2010

great post, andrew. must’ve put a lot of work into it. much obliged.

February 4, 2010

Thanks for this indepth tutorial Andrew, I will be looking forward to reading part 2.

September 1, 2010

Great post..