When it comes to choosing a landing page for your PPC campaign, you’ll tend to find there are three main types that advertisers like to go 
for: product/service pages, lead capture pages and click through pages. Each have their different reasons for being used.
A click through landing page, as it states in the name, is all about getting the web user to click onto a link/button, which can then lead them to continuing the conversion. With this in mind, it can be seen to be a ‘stepping stone’ page towards the conversion, since the conversion rarely ever happens on a click through landing page.
Taking this into consideration, here are some ways you can go about optimizing a click through page, if you ever choose to use such a page for your PPC campaign landing page.
Use a Bold and Differentiated Button
The main objective of a click through page is to get the web user to click onto the button/link of your choice – nothing more and nothing less.
When this becomes the focus of the page, it becomes pretty clear that the button needs to be big, bright and noticeable to the web user, to give it as much visibility as possible. Ways you can do this include:
- Have the button location above the fold
- If the web user scrolls below the fold, use a fixed sticky button so it stays on the screen, independent of the web user scrolling
- Use different colors for your button, as opposed to your landing page’s theme
- Use clean and clear font
- Have a call to action in the button
- Use a hover effect on the button – you will want to make sure the web user can clearly identify the button as a button by a hover effect over it
Remove all other buttons above the fold
It goes without saying that if there are more links on a web page, the probability of each of the links getting clicked by the web user naturally decrease. This links in with why many different prey animals stick together in herds in the wild: if they are next to other prey animals, then they are less likely to be eaten, if a predator decides to attack the herd. The links are the ‘prey’. The web user is the predator.
Terrible analogy, I know. But, what it becomes clear is that having links on a click through page will not work in favour of the conversion for a click through page, if it involves clicking on a certain button. It will work against it, taking traffic away from such button. For this reason, have as few, if not any, links on a click through page, so the only option for the web user is for them to click the button you want them to.
