I am currently working with Ultimate Construction to design a landing page for a Google Pay-Per-Click (PPC) campaign that we intend to run in San Diego County for keywords related to "kitchen remodeling" and discovered another great use of the heat mapping tool.
When we received back the initial design we felt that the landing page wasn't focused enough. It was very difficult to communicate back to the designer that the landing page wasn't focused enough and didn't assist in helping us determine where are attention was needed. I decided to run the design (which was provided in JPG format by the designer) through Feng-Gui.com and the tool did a great job of visually illustrating that the eye was being pulled all over the place and not neccasily on the most important part of the webpages (like the form submit button). Here's the screen shot
I sent the heat map to the designer while explaining some of my concerns and offering additional recommendations like moving up the landing page (by removing the logo from the top), de-emphasizing main navigation, replacing one of the 3 pictures with an area where Ultimate Construction could list their unique selling points, etc.
The designer was able to take the heat map and feedback and produce a much more focused landing page. The heat map of the updated landing page
Note: The text in the creative comps was only used for illustrative purposes and does not represent the final text used on the landing pages. You can see the final landing page here. In addition, we highly recommend using Google Website Optimizer and reviewing your Google Analytics data to better understand how your landing page can be improved after it is launched.
- Yellow Pages ROI Template
- Lets Talk Landing Page from SEOMoz
- Landing Pages from Marketing Resources
- Landing Page Best Practices from Web Analytics World (webinar)
- Effective Landing Pages
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