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Pure Flo's Brian Grant Discusses Landing Page Optimization

November 4, 2009 By Heather Fletcher, Senior Editor, Target Marketing
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BG: We're continually looking to improve. There's no end to that, of course. As search engines change, as we refine our landing pages, we can actually split those into several more categories. I could see us creating as many as six more, if we want to get that [targeted] with it. We've just got to figure out what's the most valuable to do. We're also doing call tracking so that the people get a customized telephone number, depending on which ad they came from. We have a call center that takes calls, and we can track that to see how many people are calling in off of the pay-per-click [ads], not just clicking. ... We do get a certain amount of people that click or call that are already our customers. And so, we're always trying to figure out ways to not have them pay for a click. ... You have to take a look at what you're getting out of [a keyword] and how much it's costing you. And sometimes [picking negative keywords is] a tough choice, but you want people to find you, regardless.

TM: Considering this landing page optimization effort appears to be an integrated marketing effort, how is it integrated into Pure Flo's overall direct marketing strategy?
BG: Well, 90 percent of our leads come from Internet marketing. So that's our leads, which is not the biggest part of our business. But for that many leads to come off of Internet marketing, that tells you that we've got to do more of that.
 

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