In any PPC campaign, marketers must always consider what happens once they win the click.
Landing pages, the web page users are taken to once they click on an ad, are a critical part of PPC strategy. In addition to factoring into the Quality Score that Google associates with your ad, landing pages are the culmination of efforts to get your ad to show up and users to click.
Thus, landing pages should be chosen or custom crafted to fit the intent of your target audience and tailored to produce conversions.
So, how can PPC marketers create landing pages that convert?
Landing pages should incorporate visual content.
We’ve all heard the phrase “Content is king.” In 2019, this is as true as ever, but not all content is effective at engaging users. Truthfully, most people will lose interest reading through 800 words of straight text, no matter how well-written or informative it may be.
Today’s users crave a variety of creative and high-quality visual content. This means that high-performing landing pages will utilize videos, quizzes, infographics, and other forms of engaging and interactive media.
If your landing page is predominantly informational, text should be organized into short paragraphs with frequent subheadings– but that’s still not enough to really keep the attention of your audience. To engage users and further break up the monotony of text, support your written content with:
- Charts & Graphs
- Animations & Videos
Data supports this argument. According to WMG, 60% of people are visual learners, and 40% of people respond better to visual information than only text. Thus, businesses can enhance the user experience (UX) by incorporating visual content into their landing pages.
The landing page must have a clear call to action.
Now that you’ve succeeded in driving the user to your site, what do you want them to do while they’re there?
Having a clear call to action (CTA) on your landing page is absolutely essential for producing conversions.
Common CTAs include:
- Sign Up For Our Newsletter
- Make An Appointment
- Join Our Email List
- Download Your Free Ebook
- Contact Us
- Buy Now
Whether it’s a button or a form, your CTA needs to stand out. Make sure the font is large enough and easy to read. Differentiate the CTA from the rest of your content by, for example, making the button a bright color that pops off the page.
If you’re asking for any user information (email, phone number, zip code, etc.), clearly state what you need the information for and what the user will get once they provide it. This helps the user feel comfortable about providing personal information, increasing their chances of actually completing the conversion.
The landing page must be relevant to your ad.
There’s no point in driving users to a page that doesn’t have the information they’re expecting to find. In fact, an irrelevant landing page will cause bounce rates to skyrocket and ad rank to drop.
For example, if an ad for athletic sneakers takes users to a page selling dress pants, chances are most people will promptly leave the page and return to the SERP.
Thus, an irrelevant landing page can result in your business:
- Losing customer engagement
- Spending money on clicks that don’t convert
- Signaling a poor landing page experience to Google
To ensure that doesn’t happen, the landing page must align with ad messaging and user intent. Think about the language and keywords present in your ad, and make sure they’re included in the content on your landing page.
In addition to helping your Quality Score, a relevant landing page provides your audience with the information they are searching for and showcases how your brand can meet their needs.
Landing pages should be A/B tested.
Discover the best possible version of your landing page by conducting A/B testing to experiment with different layouts, calls to action, or content types. A/B testing allows advertisers to direct users to different versions of a landing page. By implementing conversion tracking, you can then measure which page performs best.
Need convincing that A/B tests are worth the effort? Check out how this company changed one word in their call to action and increased conversions by 161%.
So if you’re not sure whether your call to action button should say Subscribe or Submit, or if you can’t decide between two color schemes, use A/B testing to see which version produces more conversions.
Once the data clarifies which page outperforms the rest, drive 100% of users there and watch your conversions grow.Are you looking for help with your landing pages or other aspects of digital marketing? Contact Creative Website Marketing today!