Landing pages are those pages that a user lands on after he clicks an ad. I’m sure you have one running for all your PPC ad campaigns. In case you don’t and your PPC ads lead to the homepage, Change it at once! Create a landing page using the tips and start converting. It has been proved by rigorous experimentation and testing that those PPC ads that led to a landing page converted significantly more than those which were directed to the homepage. The reason is simple, landing pages are specifically made for the particular service who’s PPC ad is displayed. When a user clicks on the ad, he knows exactly what he is looking for and once he finds it, he buys it.
Once the user clicks on the ad, he is yours. Make sure you do everything right and making him convert. Remember, you are paying for every click, so make sure that click counts, or else you’ll just end up losing a whole lot of money without any returns.
With that being said, there is a lot of pressure on the landing page to convert. It is THE final step to conversion. So, obviously, it is absolutely essential that you have a smashing Landing page. Here are 5 really easy tips do exactly the same:
- Nail the Headline
Make it crisp, and emotional. Did you know that only 2 out of 10 people go beyond the headline? So be sure to grab their attention there itself. Nobody likes being talked at by a robot. So, make sure that your headlines have an emotional value to it. They should be very conversational and empathetic. Get a high EMV score on your headline. Analyze your headlines via this free tool.
- Have credible Testimonials
Ever seen those testimonials that are written by Alex or John and Denise? You have no clue who they are, what they do or if they even exist. Faceless testimonials do worse if not nothing to your company’s image. Make sure the testimonials on your landing page are with photos of the person and their job credentials and company name. This way, people can connect to them better. Another thing to watch out for is the content of the testimonials. Vague testimonials like ‘We’ve worked with XYZ many times before. We are impressed’ are complete junk. Make sure the testimonials talk of what your customer got from you and how he has benefited from using your service.
- Optimize the CTA form
There are several things that could go wrong here and it is the most important part of your landing page. It leads to conversions. So de-clutter it. Don’t ask for irrelevant information like last name or address etc. that can be obtained later and isn’t necessary for an enquiry. Keep it visible, above the fold and play with the CTA button. Never write ‘submit’. Instead, you could come up with creative new text like ‘get a free quote’ or ‘give us a try’. Give it a contrasting bright color so it is the most visible button on your landing page.
- Include Videos/ slides
One minute of video is equal to 1.8 million words. You can say so much more with a single video than you could ever say with your copy. Besides, according to ComScore, 64% of users are more likely to buy a product online, after watching a video. Need I say more? Videos sometimes can be time consuming and expensive to produce. A slide show also does a good job at getting conversions. They are inexpensive and comparatively less time consuming.
- Keep testing and changing
This is probably the most important step of all. Don’t stay idle. Rolling stones gather no moss. So make sure you play around with your page, change the color of the button, change the text, placement of the form, text written, anything and everything. You’re your landing pages under constant scrutiny. Keep testing to see what converts more and keep what does. Analyze both what works and what doesn’t.