Although landing page optimization is not a new concept, so many marketers are not applying it correctly. As Janet Driscoll Miller of Search Mojo explains, marketers and advertisers need to make sure that their landing pages are performing, especially in today’s economy.

One of the first mistakes that people make is that they put important information below the fold. Another mistake they make is that they do not include a form on the landing page.

With the forms, it is important to remember to not ask for too much information on the initial form.

“The initial form can’t be intimidating,” says Miller.

She goes on to suggest implementing tiered forms, which allow marketers to get the basic information on the landing page but then also ask for further information later in the purchase process. Search Mojo has tested this model and found that 70-80 percent of the users that fill out the first form also fill out the second form.

Buttons and wording are another area that marketers need to be careful with. For example, Miller says that putting “Buy Now!” on a button is an aggressive approach, while “Add to Cart” sends a gentler message to the user.

For marketers that advertise on Facebook, Miller recommends creating a landing page within a Facebook tab. She also adds that Facebook will soon be launching a new way of doing tabs with iframes, which will make testing easier.

Are you following these do’s and don’ts for your landing pages?