PPC campaigns are the most expensive and also highly rewarding ways of generating leads online. And the landing pages used in such campaigns hold the key to the success. But most marketers often struggle with conversion rates on their landing pages due to a variety of reasons ranging from copy to data capture mechanism.
Let’s go through these 7 Power Tips to help you effectively structure Landing Pages for high impact PPC campaigns.
1. Start with a strikingly relevant Heading
The user has just seen your Ad on Google SERP or your display ad on another site. Ensure that the Heading Content of your landing page corresponds to the message or the promise you made in the ad. It should match the promise in terms of content, offering, price and any other aspect of your advertising. Most users get disappointed at this stage because they get to see a totally different key message than what they were expecting. This is also the reason why taking users to the Home Page of the website is a bad idea. A firm that hopes to generate leads from a PPC campaign must have a custom landing page. More on that in the tips below.
2. Keep the page neat and uncluttered
Most online users suffer from attention deficit disorder! Avoid sudden drop offs by users by keeping the page simple to navigate. Too many objects flashing around will disturb the user and also reduce the credibility and authenticity of your business.
3. State the Benefit Statement upfront
You have roughly about 5 seconds to capture the attention and convince the user to give out her details. Don’t make your user struggle to find answer to her problems. State the benefit statement upfront. You can use bullet points if you like. Highlight the benefits, so the user knows what she will get if she takes an action on the page.
4. Let the Copy guide the Images and Design
Most marketers make the mistake of asking the designer to design the page without giving the copy content. And when the copy comes out, it doesn’t match the design and the designer is blamed. The copy is like the heart of the Landing Page. It should drive home that single most important truth about your brand in a short and succinct way. Keep the target audience in mind before writing the copy and share the profile with your designer as well.
5. Do Progressive Profiling
It is always a good thing to know more about your customers. But a Landing Page is a bad place to do that all at once. Your customer is in a hurry to get something – an article, an e-Book download, a discount coupon or whatever else your bait is and you are coming in the way. Take what you want fast and make way for the customer action. Anything beyond Name and Email, you should seriously ask yourself if you need it at that point in time. Once the customer gets on board, put Progressive Profiling in place to get additional details with additional content resources. That way you keep the interaction short and generate leads faster. It is also a good practice to keep the contact form above the fold, so the customer doesn’t miss out if she scrolls down.
6. Use a Strong CTA
The customer has read the title, the copy and it’s now time for you to ask her to give out her personal details. Though not a universal advise, it is better if your CTA brings a sense of urgency. State that the offer is going to end soon or that only a few coupons are left or put a timer countdown to inform that the offer has limited time validity. This usually helps the customer to take the action quickly. It is also at this stage that it is essential to give out your business details on the page, just in case the user wants to get a clarification. Give out as much details as possible including phone number or if you are afraid of the huge influx, provide a chat box to chat and get the details ASAP.
7. Set up Tracking Analytics
Landing Page optimization is not a one-time “Do it and Forget It” exercise. If the page is not delivering the expected results, the causes could be anything; from a bad advert to a bad copy or a poor image. That is the reason you should track every user and her behavior on the page. This will help you fine-tune the page and plug-in loopholes related to content, design and CTA.
In all, the Landing Page is one of your most important tools for user conversion online. Treat it as a House you are trying to sell and get everything in order.