20 May 2015
Getting visitors to your website is great, but if they don't like your landing page, they will leave without converting.
Ever hear the saying 'You can lead a horse to water but you can't make it drink'? The same is true for PPC!
Getting visitors to your website is great, but if they don't like your landing page or can't find what they came for, they will leave without converting (i.e. drinking). Every time. The truth is you can master ad targeting and write brilliant copy, but those visitors will never become customers if your landing page isn't up to scratch.
So whether you're a digital marketing pundit or a first time pay-per-clicker, we want to share our top tips for boosting conversions and avoiding those common landing page pit falls.
#1 Keep your Promises
If users have clicked on your ad it's because they are looking for something you have promised - make sure you follow through on this and give users exactly what they came for.
One of the biggest landing page blunders businesses can make is driving all traffic to their Home Page - making users sift through information to find what they need. Instead, direct them to the most relevant page and lead them to the next step of the conversion process with as little clicks as possible.
Using a clear and descriptive title indicates what the page is about, and validates to the user that yes, this page will indeed meet my needs! Follow through on the ad by keeping your page copy consistent with your ad text, using the same keywords and phrases. So if your ad told the user they could ˜Buy Now', then make sure it is possible to ˜Buy Now' on your landing page.
#2 Use the Blink Test
Believe it or not, most users will judge the value of your landing page within the first few seconds, so it's your job to make your key message jump out and grab their attention immediately.
Ensure your landing page passes the blink test by removing any distractions or unnecessary information from the page, and using short skimmable copy to highlight the main selling points. Research has shown that visuals convert better than text, so high quality images or videos that can communicate your message are highly effective.
Most importantly, use clear and distinctive Call to Actions to direct the reader to the most important part of the page. Why not try experimenting with different colours or quirky phrases in your Call to Actions to encourage clicks?
#3 Structure for Success
The structure of your landing page has a huge impact on how users interact with the page, and ultimately if they complete a conversion. You want your layout to be simple, distinguishable and most importantly, equipped for all screen sizes.
Users spend a huge 80% of their time above the fold of the page and as a result, items above the fold will receive the most attention. When deciding on your page design, consider what the most important items are, perhaps a Buy button or a special discount, and make sure they are instantly visible on landing.
Also don't forget about your customers on a smaller screen! Chances are a good chunk of your customers are visiting your website on a Mobile device, and if your site requires lots of zooming and pinching, conversions are sure to plummet. With even less real estate on Mobile screens, you'll need to cut the clutter on your mobile landing page so users can easily navigate and complete the conversion process.
Tip: Find out if your page is Mobile Friendly using Google's Test
#4 Track, Measure and Optimise!
There is no doubt, A/B testing is a great way to determine the best landing page options for your business. By measuring the impact of different landing pages, your customers are telling you what they want and don't want to see when they click on your ad. Test anything from different headlines, structure, call to actions, forms you might just be surprised at the results!
Remember, what works for one business might not work for them all. That's why it's so important to measure your results and optimise based on your findings. Here are a few things to look out for:
· Bounce rates - how many of your customers leave your site after visiting your landing page?
· Time on page - how long do users spend on your landing page before converting / exiting?
· Time on site - do your PPC visitors continue to engage with your site?
· Conversions rates - of course, check out what is driving people to complete that conversion!
Creating a high-performing landing page can have continual benefits for businesses. Not only do they look great and increase conversions, but having a relevant and easy navigable PPC landing page will actually increase your quality score on AdWords, decreasing your costs and pushing your ads higher up the search engine results page to drive even more traffic to your site!
No matter what your business is advertising with PPC, leveraging these tips can help increase the performance of your online campaigns. Meanwhile, continuing to test and optimise your landing page experience in response to changing customer needs.