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There are possible a few reasons for this:

1. The user is filling in the contact form, but then decides not to send it

2. The user is filling in the contact form, but then can't send it because of an error with validation or something server side

3. The user is filling in the contact form, and is sending it (you don't specifically say that they don't take any action on that page)

4. a percentage of the users will almost certainly be looking at the contact page for social proof - is there an email address I can copy, is there a physical address, do they have a phone number, is there an easy complaints procedure etc. - these people will then often navigate on (back to the homepage or another site page)

5. People might want to see where the company is based and then decide that the company is not relevenat to them because they are from a different, country/state/country/town/city/etc.

Plus, I'm sure there are a million other reasons.

I recommend installing ClickTale on the site. The free version of the product should be sufficient to gather some video recordings of what the userts are actually doing on the page. This is the best way to see what the user is doing (but not a great way to know what they;re thinking! - although you can make some educated guesses). Check it out at http://www.clicktale.com

As long as you have your 301 redirections setup correctly and your sitemaps updated appropriately, I don't think there will be any additional penalty for making both changes at the same time.

http://www.googleguide.com/advanced_operators_reference.html

Have a look at the reference, it shows that what I was saying about the "-" is true, although whether it is always honoured is another question!

It also suggests about arithmitic operators (-,+,/,*), as these could all be part of your part number,a nd your part number could sometimes look like an equation, google may try to "solve" the equation. Ig uess the way to get around that would be to put your query in speach marks, but you can;t train your user base to do that!

Out of vuriosity, what pro video do you find your answer in. I wouldn't mind taking a look myself.

One of the most important factors on a PPC landing page is message match. You must ensure that your ads message is cleearly repeated on your landing page.

From an SEO perspective, this means making sure that your page title and h1/h2 tags align with the messaeg you are putting across in your ad copy.

Something I have been working on is having my ad headline as the H1 on my landing page, and my ad body as a H2 on my landing page. Then having the title of my page be something like "%Ad heading% | My Site".

It is definitely worth trying this out as part of your A/B testing. some of my landing pages using this technique are getting conversions around the 8% mark.

It is also worth trying to get your message match in your URL title as well. If you are ad heading was "Top 10 SEO Tactics" for example, why not have your landing page URL be something like http://www.mysite.com/top-10-seo-tactics.

On another note, I don't think you would need to create 100 different pages for 100 keywords. you could have just one page that does some text replacement to ensure you keep your message match. I usually create a landing page and then replace some tags within the page depending on what ad users come from. This is pretty simple to do in .net/php and will save you recoding up lots of pages.

My personal thought is that you're doing the right thing as you are. You could possibly have an area on your page that lists possible varients of the part number in a box titled "Also known as" or something similar to increase user experience. I'm nto sure it will have a huge amount of SEo benefit though.

Whilst nto an expert on Google query syntax, I'm pretty sure things like full stops, slashes are more or less ignored. dashes are used by google to remove a part of a qury (e.g. "cars -audi" - find sites with the keyword cars but not the keyword audi) so maybe that is why you're experiencing sme differences in the SERPs when searching for the same part number with different combinations of slashes, dashes and stops.

I'm not sure footer links necessarily carry much SEo weith anymore, but from a user perspective I definitely find them 100% useful.

If I'm reading a long blog post on SEOMoz for example, the links at the bottom allow me to navigate where I want to go next without having to scroll back to the top of the page.

It is also always the first place I would look to find contact information for a website and also for a TOS/Privacy policy.

This is certainyl the type of feedback I was after. Having revisited the homepage and landing pages it nwo seems obvious that the landing page doesn't give enough detail about the product.

I've been toying with the idea of removing the video for a while, as I'm not sure (in it's current state) it adds much value. Do you have any examples of videos that you consider to be "dyanmic enough to whip out your credit card"?

I will certainly test out some of the other elements you've pointed out.

PPC keyworsd are the same as the organic keywords. More than 95% of my total traffic comes from the keywords "driving test cancellations". this is split between PPC and organic in an 80/20 ratio.

Thanks. Are there any specific factors that you feel are missing from landing page. How could I increase user confidence? Was there anythign on the other pages of the site that made you feel more comfotable?

Hi,

I'm having a few issues with my landing page conversion. I have followed several guides found on this site (especially the unbounce.com ones) but what'ever I try my landing page CRO doesn't seem to increase.

the landing page in question is http://www.drivingtestnow.co.uk/find-driving-test-cancellations.

I'm getting traffic to my landing page solely through PPC traffic from Google. My stats are rough as follows:

Arrive at landing page - 100% (obviously)
Click through to buy now page - 15-20%
Actually complete the buy now process - 1%

Conversion from organic traffic landing directly on the homepage at http://www.drivingtestnow.co.uk is having a conversion rate of about 5%. It seems odd to me that my highly targeted ad campaign and landing page are convertign so badly compared to the less atrgeted organic search traffic and homepage.

Have you got any ideas why this might be occurring and also any tips on how I can improve the conversion rate for my product?

Gary...