Web Payment Software, Mountain Media’s premier merchant gateway service, now features payment and donation pages for Political Action Committees. Web Payment Software’s payment page solutions streamline the process of accepting donations and make it as painless as possible. WPS’s payment pages are hosted in our secure data center, saving you the hassle of strict PCI-DSS regulations. Supporters will be able to donate to your PAC and pay by credit card on simple, effective, and secure pages. Curious? You can check out some sample payment pages over on their website.
If you run a local business and have a website, then you likely have a series of pages for your targeted location(s). You might even have supplemental pages that target cities and towns near your physical location. Done right, this can be a solid strategy to scale your marketing and make local customers aware of your business.
Sadly, these pages are not always crafted with the finest detail. Usually, they’re simply template pages, with only one or two details changed for each location. This can end up causing location greed, where a business targets towns that they might not even be near but still want to get the boost for the towns that they do want to rank for. To quell this, Google has released an update to their doorway pages algorithm, which could catch your business in the crossfire if you’re not careful. Here are some tips to help give you the local boost you need for your landing pages.
Avoid Targeting Multiple Locations
This might seem a little paradoxical, since the goal is to target multiple regions or cities. The trick here is to be picky about which regions and cities you target. Don’t be too aggressive by targeting every town, city, or region within a certain distance to your location, just aim for the ones that you feel are the most important and start there.
Avoid Doorway Pages
A doorway page is a page that only exists to funnel users to the main part of your site, this is a big no-no. These pages are often mostly templated and have very thin optimized content. The landing pages that your visitors come to need to answer their questions. If you are providing a service in a given area, ensure that all the information that a visitor needs is on the landing page.
Avoid Pages That Are Substantially Similar and Aren’t in The Main Navigation
This is pretty straightforward, don’t have some boilerplate style text that just swaps out the location of the business. Additionally, ensure that your landing pages can be easily found from the main navigation. A good way to do this is to add an, “areas covered” tab on your navigation.
So What Does Google Want?
It often seems like Google speaks in riddles and will happily tell us what not to do, but is a little hazy on what to do. Well, where landing/location pages are concerned for local businesses they’ve made a guide. Though all the guidelines are applicable for single and multi-location businesses, some of the instructions are aimed at the latter style of businesses.
In the beginning, the web made attempts to scale simple, machine generated pages would rank pretty well, and you didn’t have to worry about having duplicate pages across your website. Now, to be visible in specific locations, you are going to have to work at it, and work hard. You need to add value and demonstrate that your business is among the best choices for a user in a given location.
As you know, landing pages are your virtual salespeople. It’s the same thing with location pages, make sure they have all the ammunition to sell, and sell big. In doing so, you will see your time investment in the unique content of these pages rewarded whilst you weather the fine algorithmic tuning that is pruning your competitors low quality, cookie-cutter pages.
In a recent update to its E-Commerce platform, Mountain Media has now given its e-commerce clients the ability to create filtering for their products. “You can create an unlimited number of attributes and values to assign to products in our filtering module” says Mountain Media CTO Scott Fultz. Currently, the filtering module is only available to customers who use the responsive design framework for Mountain Commerce. This filter module allows you to sort by common attributes such as brand, color, and price. However, additional attributes can be chosen as shown below.
Additionally, in the most recent update, auto-subscribe features have been included to help ease of use with email marketing customers. Curious about our e-commerce platform and design options? Shoot us an email or give us a call at 888-583-0300.
In the past we’ve talked about the best practices for landing pages we’ve even given tips about some ways to help improve conversions. However, one thing we haven’t gone over yet with landing pages is using video to help you get your message to your customers.
The long and short of it is video should be used on your landing pages whenever possible. It provides your customer with a way to passively engage with you and experience your message with little effort on their part.
A case study by Eye View Digital showed that by using video you can possibly increase your landing page’s conversion rates by up to 80%! As a certain car dealer says, “That’s Huge!” Additionally, people have been inundated with video since the middle of the 20th century. Web-based video content has such an impact on the way content is consumed it’s what made YouTube the internet’s video search engine.
How Videos Can Increase Landing Page Conversion Rates
Videos have multiple ways that they can increase your conversion rates. Firstly, they have staying power; videos increase the length of time people stay on your page, giving your brand message a higher chance of reaching the customer. Second, by showing the people behind the product, either yourself or your fellow employees, helps to increase the trust factor significantly. Finally, if all else fails, people have a natural preference to watch something to get what they want over reading something.
A/B Testing For Landing Page Videos
Now, of course when you create a new landing page or modifying an existing landing page, you have to split test it. Here are a few ways to make your videos more effective: Firstly, try testing autoplay vs. pressing play. Most usability guidelines suggest not using autoplay as it is mostly used as an interruption technique that ends up annoying most people and they end up bouncing from the page. Additionally, try adding a call to action to the video, try testing between it being permanently visible or showing up at strategic times. Also, try testing the length of the video to see what your customers respond to more. Some products need a detailed video, others you can give it the 30 second commercial treatment. Finally, don’t just wing it, make sure to write a script beforehand, this will help the flow of the video and will make sure it looks and sounds professional.