Emily | 17 Nov 2021
Landing pages are an integral part of a good PPC strategy. They allow you to target your ads more precisely and show potential customers a specific product, service, or offer. It also encourages them to take action by enquiring, purchasing, or filling out a contact form.
Using a landing page can allow you to gather data on the behaviour of converting customers and use it to increase the conversion rate of your ads. There are many things that go into making a good landing page, we’ve put together some of the main components you should consider:
Use Good Headlines
A well-constructed headline is an important part of your landing page, it can catch the user’s eye and encourage them to read further. A good headline should be relevant to the ads it is attributed to and assure the reader the information they’re looking for is on the page.
If you’re targeting several locations, why not try including dynamic text replacement? This will dynamically change a selected word or words in your headline to match the keyword a user searched in order to see your ad. If the content is more relevant to the search then a user is more likely to convert.
Make Your Form Stand Out
If your goal is to have people fill in a contact form, make sure it stands out. We’ve found including the for nearer the top of the page yields a better conversion rate.
You should also avoid making the form too long. IT is understandable that you want to collect as much information as possible. but a giant form can be a daunting task for a user and discourage them from converting. If you do have to have a long form, try breaking it up into sections and include something like a process bar to let the user know how far through they are.
Make The Content Relevant
It may sound obvious, but making the page content relevant to the product or service you’re advertising will improve the page’s conversion results. Include the benefits of what you’re selling and why people would want to choose you. As well as this make sure it all flows nicely into your call to action, but remember to keep it focused.
When writing your content, make sure to include keywords from your ads. This will not only ensure the content is relevant but will also help to improve the keyword’s quality score with Google. A higher quality score means a better-performing ad and a lower cost per click!
Include Strong Calls To Action
A call to action like “click here now” or “find out more” will, as the name would suggest, call the user to action and encourage them to complete the action and convert. Try experimenting with different colours and CTAs within the form submission button – Does a yellow button work better than a red one? Will “submit” or “get my free quote” increase your conversion rate more?
Reduce Number of Exit Points
Remember, your landing page is designed for a specific purpose – to convert. Users can be easily distracted and by including a navigation bar or links to a different webpage users are more likely to lose interest and not convert. Keep your landing page focused and driving conversions.
By using these best practices, and with a little experimentation, a landing page is a great way to drive traffic and increase conversions for your ad campaigns. If you have any questions about creating a landing or would like to enquire about incorporating them into an ad campaign, don’t hesitate to get in touch with us.
Here are two suggestions you can use to make existing landing pages more successful for your ad campaigns:
Use A/B Testing
Split testing changes to your landing pages will allow you to work out what works best. For example; will changing the colour of the buttons increase conversions? Will putting the form of the time encourage more people to fill it out?
The best way to test your changes is to run two landing pages simultaneously and, after you have enough data, pick a winner.
Include Testimonials and Symbols of Trust
In order for a user to convert, they have to be able to trust the landing page is what it says it is and you’re a reputable business. Including your logo as well as any accreditations you may have is a big step in building this trust. Make sure both your logo and the accreditations are up to date and easy to see on the page.
You should also try and include some testimonials. Hearing good reviews from previous customers instills trust in both you as a company and the product/service you are selling, making conversions more likely.
If you are interested in finding out more about how landing pages can help you increase your conversion rate or how Ascendancy can work with you to ensure you get the best results possible, contact us today!
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