When you start diving into the world of advertising, creating landing pages that a customer will be directed to is critical to the success of your conversion rate. The job of the landing page is to give the customer all the information they will need in order to take an action such as purchasing a product or entering their information into a form. Here are three tips to following when designing your next landing page.

Everything needs to match

When creating your landing page, keep in mind the visual elements of the ad that the user clicked on to get to your landing page. Make sure your landing page matches the ad they just saw. If you have an image that has blues and whites with a picture of dollar signs, then those same elements should be present in your landing page.

Focus on your message

Keep focused on the intent of the landing page. If you are trying to sell an electric screwdriver then your landing page should only focus on that screwdriver. Once you start promoting other products you can confuse the potential customer and lose the sale. Don’t forget they came to your site for the product you were promoting on the ad so only discuss that product on your landing page.

Keep important elements above the fold

Keep all essential elements that a user will need to convert above the virtual fold of your landing page. If the user has to scroll to convert or to look for information that is vital to the decision making process, there is a strong likelihood that the user will exit your site without converting.

Bonus Tip: Test, Test, and More Testing

Once you have finished designing and coding your landing page, make sure you take the extra step of testing everything in a useable environment. Make a checklist of all the important elements and check them off once they pass with flying colors. Some areas you should test:

• Does the landing page match the creatives
• Is your message Focused
• Are the vital elements above the fold
• How long does the page take to load
• Are all links working properly

When we talk about commercial enterprises on the web, we’re usually talking about two different types of websites, with two very different approaches to generating revenue.

On one hand, there are ecommerce websites—businesses that sell products and/or services online.

And then you have content-driven websites—businesses that either create or curate content on the web, such as news sites, blogs, and even social media spots like YouTube and Facebook.

For content-driven websites, or even content in print, for that matter, monetization is typically limited to advertising—the selling of ad space. This model, however, leaves businesses at the mercy of a fickle advertising market, which has been in a substantial recession since last spring.

So what’s a content provider to do?

The New York Times will be moving toward a subscription-based model for its web content next year. But what if you’re not a big shot like the New York Times—the paper of record? Sure, millions may be willing to pay a flat fee to read Times content, but what about your blog?

This all brings me to an interesting panel discussion I attended at South by Southwest Interactive last week, called “Merch – The Other White Meat of Monetization.”

In a nutshell, the panelists,  including Mikhail Ledvich of BustedTees.com, discussed the benefits, and challenges, of content-driven websites moving toward a merchandising model as a source of additional revenue. For those of you who may not be familiar with BustedTees.com, this website actually began as an effort to further monetize its sister website, CollegeHumor.com.

If your content-driven website has a dedicated or passionate audience, selling merchandise can give your readers a way to be active “patrons of the arts,” so to speak, for your content, in much the same way fans actively support CollegeHumor by purchasing funny t-shirts from BustedTees.

So if selling merchandise, or merch, seems like something your content-driven business would like to do, here’s a quick checklist of things to consider.

1. Have something worthwhile to sell

If you have a comedy blog, selling funny t-shirts makes sense, but if your blog is about, say, food culture in southern California, you may want to consider regional cookbooks or something that is naturally connected to the content of your blog.

2. Add a shop page or shopping cart to your site

BustedTees.com might be a separate website from CollegeHumor.com, but this doesn’t mean you’ll need a whole new website just to sell merchandise. Contact your web master to see how you can add a shopping cart to your site. This can be as easy as installing a cart application, like Newtek Cart, to your hosting account.

3. Get a low-fee Merchant Account to process payments

If this is your first stab at ecommerce, you’ll want to minimize your cost by going with a payment solution that doesn’t kill you with fees. Avoid solutions that come with annual or start up fees. Check out our NewtPay & NewPay Pro merchant solutions.

So what do you think of “merch” as an option to bring in additional revenue for content-driven websites? If you’re already selling products from your content-based site, let us know about your experiences.