If you had to pick out the biggest factor which will affect your pay per click campaign’s conversion rate the most, it has to be the landing page. A PPC campaign’s sole objective is to obtain targeted contextual traffic  and forward it to the landing page. After that, the campaign has done its job: now it is the turn of the landing page to achieve a conversion. The problem is that advertisers are fine when it comes to making PPC campaigns but not when it comes to making landing pages. Here are some ways you can improve the conversion rate on your landing page.
 

Choose The Right Landing Page

It is extremely important to choose the right landing page for your campaign considering that many different types of landing pages such as:

• Infomercial.
• Lead-capture page.
• Microsite.

Changing the your landing page’s type can increase conversions (that is if you were using the wrong type of landing page beforehand). To find the right page for your campaign, make a spider diagram with keywords and ideas related to your campaign  What is your campaign trying to achieve? Is it wanting information from the web user or a click from them instead? Once you have answered these questions, choosing the right type of landing page will come very easy to you.
 

Less Information Is More

A common trait advertisers adopt when choosing what content to put on their landing page is to saturate the landing page with as much information about their chosen topic as possible. From doing this though, it will:

• Slow the loading time of the landing page. This will increase the bounce/exit rate of your landing page.
• Bore the web user. They just want the landing page to get to the point.
• Waste space. Pointless content will take up alot of space on your landing page where you could replace it with something like social media buttons instead to get a social benefit.

From this, choose wisely the amount of content you put on your landing page. Sometimes, you might need to put a little bit more content than normal on your landing page to get the exact message across to the web user. You just need to make sure the content is absolutely  necessary to gaining the conversion. If you can read part of your content and say afterwards, ‘I don’t feel any closer to completely a conversion than before I read it’, then the content can be deleted and the space can then be used for something more productive.  Pictures are a great way to make content look not as much to read.
 
When looking to optimise a landing page, I relate it to the publisher side to PPC such as Adsense. If you want to produce the best conversion (or in PPC publisher, CTR) rates, you need to experiment. I can only give you so many tips which may work but are not guaranteed to work. In order to get the best results, experiment with your landing page.