If you have read articles on landing page optimisation from me in the past, you will have heard time and time again that I believe the landing page is one of, if not, the most important aspect of a pay per click campaign. You could have bought the best traffic from your advert but if your landing page, to be quite blunt, sucks, then all that money invested into gaining the PPC traffic will have been wasted. Think of your campaign as a domino effect: the landing page is the last domino to fall over and if it falls over, you will have gained yourself a conversion. For this reason, here are two tips you need to consider to make it perform generally better.
 

#1 Load Time

An important factor that will affect your conversion rate is the time it takes your landing page to load. For example, a landing page that takes a long time to load will have a much higher exit rate and shorter average duration time per web user on the landing page. A landing page that loads lightning fast will give the web user no reason to exit the landing page prematurely, which will give more chance for your landing page to gain you a conversion. Below are some reasons for a landing page’s load time to be quite long:

• Images – If you have images on your landing page, make sure they are optimised to the right size. There is no point having an image that should be 100×100 pixels big and instead having it twice the size. As well as taking up more precious space, it will quadruple the loading time for that image alone
• Coding – Making sure the HTML coding for your landing page is as cluttered free as possible is a must. If this means going through every part of it, then so be it! You will be surprised how much junk is actually in HTML coding.

#2 Include Social Media

Outlined in the article Add Social Buttons to Your Landing Page, it is advisable to include social media buttons because of the following cycle:

1. PPC traffic enters your landing page and is interested in the contents that is on it.
2. Due to the PPC traffic’s interest, they want to share the page with their social media websites such as Facebook, Twitter, Google+ etc.
3. The people that follow the PPC traffic that are sharing your landing page are likely to have similar interests. Therefore, they will also be interested in your landing page’s contents. This results in them clicking on the social link the original PPC traffic shared.
4. The social media traffic enters your landing page, at no extra cost.

 
Social media buttons on a landing page are so efficient in that they take up minimal space while providing the landing page a great traffic boost at no extra cost.
 
The great thing about the two above tips is that they are both universal for any type of landing page and for any type of campaign. Do try to include these tips into your landing page because you will see a performance boost. Loading time is always a problem for website owners. Budgeting a campaign is another problem that can be made easier with the introduction of social media traffic to your landing page.