Landing pages are extremely important especially if you’re running a pay per click ad campaign. After all, getting users to click on your ad is one thing, but getting them to actually take action after that is a whole different story. Whether your landing page is a product specific page, a contact form, or your homepage, always test and optimize it to ensure that you’re getting the highest conversion rates possible.
Check out the landing page tips below to help get you started:
Showcase what you promoted in the ad – Your landing page should deliver the promise of the ad that led the visitor to it. Users click on ads because they’re interested in what it has to offer, so make sure that content of your landing page is consistent with the ad. It takes more than an appealing bait to successfully reel users in; your landing page should showcase whatever’s being promoted in the ad in order for them to take action. If your ad is about a special deal, make sure that your landing page reflects this. If you’re promoting specific products in your PPC ads, users that click on them should be able to see those products in the page that the ads link to.
Always deliver on your ads’ promises. Don’t try to pull a bait and switch on your users as this will only give customers a bad impression or your brand, and you’ll only end up wasting your ad budget.
Make it easy to navigate – Chances are, if you designed your own a landing page and if you’ve seen it a million times, then you know it like the back of your hand. To you, finding relevant information on the page is quick and simple—maybe even common sense. But this may not be the case for first time visitors. Test your landing page by showing it to users who’ve never seen it before and ask if it is indeed easy to navigate. Their feedback will help you determine if you need to tweak your page and make it more user-friendly.
Remember that ease of use is important to converting users. You want your visitors to be able to find what they’re looking for as quickly as possible; otherwise, you risk the chances of people leaving your site to find what they need elsewhere.
Include a clear and focused call to action – This may seem elementary to some, but you’d surprised to know just how many advertisers mess up on the call to action aspect of their landing pages. Your landing page should clearly and unequivocally communicate what you want your customers to do. It should be laser-focused and the call to action should be unmistakable to visitors. Make sure that all the aspects of your landing page are working towards one thing: getting the user to click on that one call to action button. Now is not the time to be subtle. People appreciate clear and simple instructions, so don’t be shy on telling them what you want them to do.
Image credit: FutUndBeidl on Flickr
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