PPC campaign is designed with a goal to divert targeted traffic to a web page to perform a certain action such as buying the product, download a chapter of eBook etc. But, what if they bounce off the page without performing any action? This is where an optimized and targeted landing page comes into play. Be it an SEO or PPC campaign, A well designed and optimized landing page leads to more conversion, helps you to cut down on your advertisement cost; give you sufficient data to analyze the campaign, increase your brand visibility and sales.
Landing Page Optimization Tips
I have listed below some of the most important tips to consider while designing a high converting landing page:
Keep it short and crisp
With the advancement in the use of technology, the attention span of people is getting shorter. So, it is prerequisite to make your landing page short and to the point. Use a clear and concise content so that visitors comprehend the purpose of the campaign immediately.
Clear Call-To-Action (CTA)
Call to action is what you want your visitors to do when they land on your page i.e. “Call Now”, “Shop Now” “Sign Up” etc. Make sure to display CTA visually clear and distinct on your page.
Never make your visitor guess what they are supposed to do next! It is also recommended that CTA should not be only at the top of the page. You should always give an option to your visitors to take an action after they get aware of the campaign. The bottom line is to make it easy enough for your visitor to perform the action.
Bounce rate increases by 33% when a headline does not grab the attention of the visitors. Your landing page should have a very compelling and relevant headline. It should also be consistent with your advertisement message.
We all know that an image is worth a thousand words. It also creates an emotional connect with your visitor. So, spend a good amount to time to decide on the hero image of your landing page. It should actually tell half of the story! It should be meaningful and relevant to your campaign.
Emphasize on Benefits
Highlight the benefits clearly in bullet points to encourage visitors to join the campaign. This is an undeniable fact that visitors can be converted into prospects only when they find the campaign beneficial for them. Show it as a proof points quite at the top of your landing page.
Recommendations and word mouth increase the credibility of your brand. If you have any, do not forget to add some of your best testimonials on your landing page. It will encourage visitors to move further on the conversion funnel. It will also make your task easier to convince your visitor about your product!
Social Sharing Plugins
Having a social sharing button on your landing page, you automatically open your campaign to millions of people around the world. If you visitors love your campaign, then there is a high chance that the like-minded people in his network will love it too. So, it’s a great way to unwrap your campaign to several other people who you may not be able to reach to on your own. They can act are like your hidden affiliates!
Incentivize your prospects
Who don’t like freebies? If possible, add incentive to your campaign. Think of a great lead magnet idea that influences your prospects to opt-in. If you are planning to have an incentive for your campaign, do not forget to mention about it in the advertisement message. It will increase traffic on your landing page.
Do your best to build trust with your visitors! Show phone number; trust marks; certificates and news/celebs endorsement (if any). Also if you are involved in affiliate marketing or if you are partnered with other brands, then include partner/affiliate logo alongside your own, showing that you have an established relationship.
A visitor usually clicks on an advertisement when they find it exciting and wants to know more about the campaign. So, it is very important to maintain a consistency between the Ad message and the landing page content. They expect landing page to be an extension to the advertisement. It is also very important to keep your landing page consistent with your brand image by using similar brand/website logo and tagline.
Even if we follow all the above techniques, we cannot be 100% sure about the success of your landing page. We never know what works with visitors! So, you should create more than one version of a landing page and then do A/B test to see which one is working the best. If you are expecting trafﬁc from multiple sources (AdWords, banners, afﬁliates, organic search, Google images), it is inevitable to create a separate landing page for each source. It will simplify the funnel and make it easier to analyze the results. It is always recommended that instead of designing one landing page and throwing multiple, loosely targeted ads at it, it is better to create a several highly targeted landing pages that focus on the targeted group of keywords.
It may sound difficult and tricky but the results we get out of it is worth our time and energy! Do share with me your experience with designing an effective landing page.