An effective landing page is a core part of the PPC process. The best campaign in the world can’t reconcile a landing page which doesn’t then convert visitors into sales and/or leads. Here are some of the tips and tricks we apply to landing pages to maximise conversions.
1. Set goal
A landing page should have a clear goal, whether it’s getting potential customer details, a one off purchase of a product or service, or simply brand awareness. Establishing what you want the page to actually achieve should always be the first consideration.
2. Copy format
You won’t have much time to convince a visitor to stay on your page. Keep the copy short, to the point, and easily scanable, use bullet points and clear headings.
3. Copy messaging
Be consistent with your ppc campaign ads. Answer questions visitors likely to have about your product or service, tap into their needs and wants. Orientate the visitor, clearly state upfront what the product or service is, with a clear descriptive title. If applicable, state the benefits of the company and service, especially unique selling points.
4. Call to action
Make it an enticing prospect with a catchy title and descriptive button. If it’s a form to get visitor details, keep fields to the absolute minimum necessary, if lots of info is required, split the form into stages with information capture at every stage. Consider using a carrot such as offering an info pack or whitepaper, other options could be ‘Call me back’, ‘Enquire Now’ or if feasible; implement an online live chat facility.
5. Focus the visitors attention
Have important information prioritised at the top of the page, above the fold. Ensure the call to action is in the most prominent position. If using a form, consider using a lightbox (when a call to action button is clicked the page fades out to the background, displaying only the form lit up to interact with). Make sure phone numbers are highly visible and prominent.
6. Trust & Credibility
Give visitors a reason to trust your company. If you have any awards or good reviews, use them. Consider using short, ‘on message’ testimonials, the bigger the company the better. If your company has large clients, ask permission to use their logo’s on the page.
7. Layout
Stick to convention, have a credible header and footer. Include, if applicable; terms and conditions, disclaimer, privacy policy, up to date copyright. Use an empathetic image which engages with the visitors likely needs and wants. Ensure the pages look and feel reflects the emotional appeal of the product or service.
8. Usability
Make your desired goals as easy to achieve for visitors as possible. Spell out the ease of the process. For example; a simple steps 1,2,3 diagram of what you want them to do. If using a form with address fields, consider a ‘post code’ look up facility which automatically fills in the user details.
9. Eliminate distraction
Limit the visitors options, remove the navigation, or any other links that take the user away from the landing page. Don’t let them stray from what you want them to do.
10. Test
If budget allows, try testing different elements of the page to see which converts best. Using Google web optimizer, either a simple A/B test (one page against another) or a multivariate test (swap out individual elements such as messaging, form process, imagery). Striking results can be made from this process.
Insights
