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By Sana Ansari, Sr. Account Manager
Sophisticated bidding, cross-channel marketing, sweet ad copy with offers and promos included…those elements go a long way towards making a great PPC campaign. But a vague, irrelevant, or overly complex landing page can undo all good upper-funnel effects. Here are a few landing page best practices to help you succeed:
1. Keep it Simple
Keep landing pages simple and streamlined. It’s important that landing pages are not too busy with confusing navigation, excessive copy, fancy widgets, or involved videos (certainly not a combination of those!). Just place what’s necessary on the page for a user to understand the product/service and how it benefits them, and provide seamless navigation to the conversion funnel – a short, compelling call to action.
2. Establish Credibility
In order to get users to convert, you must gain their trust. Messaging such as safety, security, and ‘we value your privacy’ help. Also include security/credibility logos such as VeriSign, Trustee, and BBB when you can. If you have been in any sort of notable publications such as NY Times, ABC, Forbes, etc., you should definitely display them on the site. Having top brands feature your product is a huge help in making your own brand credible.
3. Be as Dynamic as Possible
To help ensure a high conversion rate, pages must ALWAYS be very relevant to what the user is looking for. How do we adjust a page to suit every type of user profile? By making them dynamic. Just as we try to have our ad-copy messaging relevant to the search query, we want our page to be relevant to the ad copy. Set up headlines and any other copy possible to be dynamic dependent on the variables you pass in through your links. Theme consistency from keyword to ad copy to landing page plays a huge part in higher conversions.
People are lazy. The more work they have to do, the less likely they will do it. So why not fill out as much of the form as you can for them? Use search query information, IP addresses, etc., to help you prepopulate data. You can pass in parameters through your URLs to help dynamically populate the fields within your form. (And there’s a bonus: your site looks very smart.)
5. Streamline Page Content & Text
Once again, simplicity is key. Keep content to the point and avoid wordy SEO-type pages. The more content there is to read, the more of a distraction you provide. Replace lengthy paragraphs with short summaries or easy-to-read bullet points.
Sizing of your text is also very important; it plays a big role in the way a user reads your page. If you want users to actually read your messaging, text size should be large and easy to read. Consider bolding certain words or phrases that you feel would help influence the user to convert (such as free, % savings, etc.).
Likewise with font styles – no need to get too fancy. If the font is hard to read, users will get frustrated and leave the page.
6. Remember: Conversion is the Main Focus
When users come to the page, their eyes should be attracted to the elements that lead them to convert. The whole purpose of your page is for a conversion – so let’s make sure users know where and what they need to do to convert – everything else on the page is just in support of conversion. Use things like arrows to direct user eye path to the conversion process. And of course, the conversion path MUST be above the fold. By making everything easily accessible to the user, you have a higher chance of getting a conversion.
– Sana Ansari, Sr. Account Manager