Having the right online marketing campaign all figured out should not lull you into a false sense of security thinking that you have the right media buys, search engine placement and all the other razzmatazz that a big online campaign ought to have.
Once you go online you will no doubt expect to get tons of traffic and the rest should be easy.
However, it is really a bit more than that.
A visitor to your website should do something concrete like register for a newsletter or buy your product.
These positive actions differentiate the successful website from the unsuccessful ones.
A visitor that takes positive action will have converted his thoughts into action.
There is no sense in having thousands of visitors coming to your website without taking any positive action and making a conversion.
Landing pages are the pages that visitors arrive at after clicking a promotional creative and it is this page that must convince your visitor to do something positive - like making a conversion.
This means being able to convince them of the necessity to do something that they may normally be averse to.
Otherwise, conversion rates will remain low.
To improve your conversion rate you should first off define what conversion is, research the demography, remove all unwanted elements and distractions, make the landing page and creative closely match one another and keep the customer's attention focused on what they are seeing and reading.
In addition, you will need your website to have a decent virtual fold and keep adequate amount of content just above the fold so that the visitor makes a decision to continue surfing the site.
It is also important that you facilitate the visitor into making the conversion as simple as possible and have conveniently placed conversion exits above the fold.
Also, make use of typography as well as color to get maximum impact and also remember to optimize your forms, and lastly test till there is nothing more to test.