I will countlessly say that the landing page is one of, if not the, most important and significant elements of a PPC campaign. I believe this because it is where the conversion happens – anything before the landing page is only gearing the web user up to a conversion. However, this will all be wasted if the landing page does not promote a conversion. For this reason, it is important to make sure your landing page is optimised and ‘maxed out’ when it comes to its performance. Here are some ways you can maximise the performance of your landing page which will, in turn, improve the performance of your landing page altogether.
Choose The Right Type Of Landing Page
The first step to maximising a landing page’s performance is to make sure you have chosen the right type of landing page for your campaign. From looking at the different types of landing pages available to use at your selection, below are some of the key advantages of using the below different types of landing pages:
- Microsite – These are used as an add on to the main website and usually involve some type of product/service as the centre theme.
- Homepage – Being the lazy and ‘bog-standard’ approach to a landing page, a homepage will enable web users to explore your website.
- Click through page – The aim is to get the web user to click on a button of some sort so they come to another page with a bit more information on the button they clicked on.
- Lead capture page – For campaigns that ultimately want to gain as much information about the web user as possible though filling forms in. This is good for conducting market research.
- Product/service page – Similar to the microsite, this is simply a page that displays information about a product or service.
- Informercial – The aim of this landing page is to give as much information about something to the web user. It usually involves scrolling down and can be described as a webpage version of a TV advert.
From this, you should be able to get an idea about the type of landing page you want to use. You won’t believe the number of campaigns that use the wrong type of landing page for what they want to achieve. Using the wrong type of landing page can seriously affect the success rate of gaining a conversion.
Images and Videos Promote Conversions
Landing page’s are most scrutinised in the first three seconds the web user lands on it. If you fill your landing page with just content, the web user will click straight away as they won’t be motivated or bothered enough to read all the text. However, if you have a few images and a video along with short amounts of text, the web user will be more attracted to staying on the landing page since there is less reading s/he has to do. Remember, if a image can speak out 1000 words, imagine how many words a video can speak out?
The best structure for a landing page is to make sure you do not have too much content. If you do, replace it with images and even a video – the more the web user can interact with your landing page, the more likely a conversion you are going to get out of the web user.