As you build your PPC campaign, put yourself in your customer’s shoes. They’re in a pinch and searching for “same-day flower delivery.” Of the top three results, the second listing also mentions a sale, so they click on it. The website is busy, jumbled, and they can’t find the same-day delivery option.
So what do they do? Go back to the search results and click on your competitor.
As a business, you just paid for that click, and then lost the potential lead because of a subpar landing page. In short, this is why no matter how well-built your PPC campaign is, when not used in tandem with optimized landing pages, you’ll lose conversions. When this happens you not only drive away potential sales, you may even end up spending more money. 10x digital PPC expert, Timothy Wilkins explains:
“With the cost of paid search rising, having a quality web site that’s designed for incredible user experience can significantly lower the amount you’re spending. One of the main ways to accomplish this is to use relevant, themed PPC landing pages for each product or service offering.”
Creating an engaging landing page starts with design and user experience. You need to convey your brand and message while still remaining concise and clear. We’re sharing a few of our proven testing tips to take your landing pages to the next level.
Set Clear Goals and Design
The first question you need to ask is: what do you hope to accomplish with your landing page? Should visitors be signing up for a service? Do you want them to download a report? This goal needs to be front and center, so you can cater your design toward that particular audience.
In general, the best landing pages are:
- Simple and straightforward;
- Optimized with the same keywords and phrasing as your PPC campaign.
Create Multiple Landing Pages
If you have more than one objective for your PPC campaign, which most businesses do, you should have a landing page to focus of each topic. The best way to determine this is to ask yourself the question: what is our call to action? If there’s more than one, you need a landing page for each one.
This helps you to avoid customer confusion, as well as a busy page, which is deterring for people who want to find what they’re looking for quickly. The good new is, there are also SEO benefits to creating and using multiple landing pages.
According to Hubspot, companies see a 55 percent increase in leads when increasing the number of landing pages from 10 to 15. Why? This leads to more landing pages in search, allowing you to effectively capture the attention of a wider audience. Going straight to the page that has what they wants means there’s less friction and less friction leads to more leads and sales.
Engage the Customer With Visual Content
Thanks to advancing marketing technology, it’s now easier than ever to create relevant landing pages that also engage. When optimizing your landing pages for engagement, remember that we live in a visual world. Visual elements, especially interactive ones likes a video or animated infographic, will quickly grab a user’s eye. Not to mention, the average site-viewer, 90 percent of the information transmitted is visual and visuals are processed 60,00 times faster in the brain than text. Long story short: visuals that engage make your pages more impactful.
Make Your Call-To-Action Stand Out
The single most important conversion factor on your landing page is the call-to-action (CTA) button. There are many studies on what makes a call to action effective, and here are some factors we’ve found to be critical:
- Above the fold: This means, your CTA is visible, even if the customer doesn’t scroll down the page.
- Uncluttered: If a customer can’t see your CTA, how will they be able to complete the action?
- Related to the content: A CTA needs to be related to the PPC ad. If customers are clicking on an ad for free flower delivery, the landing page better make that available to them.
- Brief: Keep your CTA short and simple. It should be obvious to the customer what you want them to do without an extensive explanation.
Include Trust Elements
Your landing page should always include your logo and social proof in the form of ratings, reviews, testimonials or even a logo pond. This is especially important if you’re selling a product or service. Customers need to know other people trust your brand before they do. If you include this on your landing page, there’s less of a chance they’ll leave to do their own research on your product and company.
Boost Your PPC Campaign Now
We have highlighted only the broad strokes of successful landing pages and how they can be combined to drive customers toward an action. If you’re uncertain about the success of your current landing pages, or how to put this all together into a successful campaign, let us know. Our team at 10x has more than a decade of experience with PPC, landing page development and conversion rate optimization.
Contact us today for a free website audit and get your landing pages ready to convert.