Your customers only spend an average of 5 seconds (yes, that’s right, seconds) on your page after clicking on your ad, so what makes a PPC landing page effective to get their buy-in, and boost your conversion rate?
We have asked this question ourselves many times in devising PPC campaigns for our clients, and here are our top three PPC landing page tips:
1. You Need to Have a BIG Goal
Your PPC campaign has one big goal: to ensure the potential customer lands on your page and take the action you want them to do. That’s it. All your landing page elements should be designed only with this goal in mind.
So what do you want your prospects to do after they click on the ad? Define what you want to achieve through your landing page. Do you want to increase sign-ups or subscription rates, or do you want to convert leads into sales?
Start with looking at what your close competitors are doing to get those conversions in and keep in mind your target audience. Your PPC ad should be designed to engage and impress your specific audience, and your landing page should reinforce that.
Pay-per-Click helps you target your ads to customers in certain countries, regions or cities – or within a set distance from your business or shop. Your business gets found by people on Google precisely when they’re searching for the things that you offer.
2. You Must Have a Clear and Consistent Message
As soon as visitors click on your PPC ad – assuming you have a brilliant ad – they should be taken to the landing page, meaning a web page where they can see your conversion goal and take action: complete the form, sign-up for your offer, order your product.
Leading your prospects to your homepage is a no-go zone since you don’t want to confuse them by showing all sorts of messaging and multiple offers.
Create a separate landing page for your PPC campaign and keep it simple. Get visitors right to your PPC landing page, and no other page! Make it clear and consistent, and you will see stronger CTA results.
3. You Only Need One Strong CTA
When you build your PPC landing page the temptation to add various elements, graphics, forms and buttons to impress the visitors is high. Again, stick to your goal. All your page elements should support this goal.
Cut any elements that distract the users from your ultimate goal. Be ruthless. Scrap that secondary CTA button (you don’t need it), and any links that take the visitors away from the page.
Have a clear CTA button on the landing page. It is the most important element and should be straightforward and easy to follow. Obviously, it should follow your PPC ad message.
Don’t deter visitors from your copy or make false promises on the landing page, or you will see a higher than usual bounce rate.
Show your prospects only the necessary lead forms and steps they need to complete to buy-in or sign-up. Everything else is unnecessary fluff.