In pay per click advertising, everything is linked. From your advert be it text or image, your target market and to your landing page, everything is linked. For this reason, it makes clear that your landing page should be a simple reflection of your overall campaign. However, I find that alot of advertisers will promote an entirely different type of landing page to their campaign reducing their conversion rate massively. You have done all the hard work of getting targeted customers to your landing page at an cost-efficient price. Don’t fall at the last hurdle being your landing page. Here are a some ways you can increase your conversion rate of your landing page which ultimately will make your PPC campaign perform more successfully.
Stick To Your Promise
When you create your text and image advert, you are (in theory) promising the web user of what you have to offer. Whatever you say in your advert to entice the web user to click on it, you need to make sure you deliver that promise on your landing page. If you tell web users of a special offer etc. in your advert but don’t display this special offer on your landing page, the web user will become annoyed and most likely click away. Therefore, whatever your advert says, make sure your landing page expands upon it because, after all, the advert’s contents is the reason why the web user has reached the landing page.
Content Is King
Your landing page should be adapted enough so that the content is completely relevant to the type of traffic entering it from your PPC campaign. Let’s be honest, if the content is not relevant enough to the PPC campaign, you might as well send the traffic to a general page on your website like your homepage. Therefore, making your landing page as contextual as possible is key. The content on your landing page should:
- Not be too long. Instead, it should be precise and to the point.
- Expand on the areas the PPC advert explored.
- Proof read! A simple and silly typo can loose you a conversion a quick as a click on a mouse.
- Be split up over the landing page to make it as if there is not as much to read.
Create An Exciting Headline
The first ten seconds the web user is on your landing page can be considered the most important because it is the time in which the web user decides whether they want to stay on the landing page or click off it. Due to this, it is important you try to keep the web user, again, enticed onto staying on the landing page. This can be achieved through making a short, snappy headline to grab the web user’s attention similar to that of your PPC advert’s headline.
If I had to sum up this article with an overall meaning on how to increase the conversion rate of a landing page, it would be to make sure that at any point on your landing page, you should be able to identify that what is being said is relevant to the PPC campaign. Think of a PPC campaign as a paragraph in an essay. There is a topic sentence which sums up the whole paragraph. Everything after that topic sentence should relate back to the topic sentence. Think of your PPC advert as the topic sentence. Everything needs to relate back to the PPC advert.