PPC | October 2, 2014
Optimisation Tips: Perfect Landing Pages for PPC
Do you find that your traffic simply does not convert to sales and enquires? The biggest reason for this is that your landing page isn’t very good. There are lots of thingsthat could be the root cause, but in 99% of cases where a PPC account doesn’t convert, it is down to the landing page.
To help you make the most of your campaign, here are some optimisation tips to get your started:
If your ads are selling Wellington Boots, you want the landing page to be relevant to this query, and not simply dropping on the homepage or taking the visitor to an unrelated product page. These pages need to be as relevant as possible in order to ensure that the visitor continues through and converts.
Make sure that every single one of your ads is specifically targeted to a landing page and you will find that users’ engagement will drastically increase. Double check the keywords you are targeting in relation to landing pages, as this is often where campaigns fall down.
Use a common sense approach to you adverts, make sure that they clearly state what your product or services are about and maybe a bit more information on them. There’s nothing worse than a confusing advert that doesn’t capture its key benefits or reasons why you should buy it. Let your adverts give a few details in crystal clear English, then let the landing page take over from there.
Try to avoid cluttered landing pages that are full of copy and key phrases but don’t explain the product or service and encourage the user to buy. The easier your site is to understand the more likely people are to buy, especially if there aren’t other banners or pop ups that are going to distract them from the task at hand.
Sell to Them
Every product page should include a call to action that points your visitors to where you want them to go. A large majority of your visitors will complete an action just because you told them to, granted this may not work for selling million pound houses, but it can drastically increase subscriptions to your newsletter.
It is also a good idea to ensure that it is very simple for visitors to purchase your goods and services from the landing page. The less clicks from landing page to purchase the greater the chance that you will see an increase in sales.
Make sure that your landing page looks trustworthy, so that first time visitors are more inclined to buy with you. You can do this through the implementation of secure check outs or by listing other trusted organisation you work with or are accredited by.
Testimonials can be a good way to build trust, but be careful with the layout and NEVER use fake testimonials – people will find out and you will look bad for it. If you have stats and figures then use them wherever possible to add credibility to your business. All of this will make people much more likely to go from clicking on an advert to buying.