Whether you’re a ‘digital marketer’ or not – you’ll already know the importance of a landing page. That is because we’ve all searched on Google, clicked on an ad and clicked straight back to SERP after being disappointed. A landing page can be the difference between a site visitor and a customer.
We’ve listed our top tips to help you build a page that will keep your site visitors for longer than a few moments. By following these best practices – you’ll likely find that more of your PPC clicks are turning into conversions.
1. Keep your goal in mind
When creating a landing page, you should be considering why you set up your PPC ad and what you hoped users would do once they clicked. So, what type of campaign is leading users to this page?
One mistake that you might come across in PPC is a very promising ad followed by a less relevant landing page. The language in your ad should always represent the language on your landing page – and vice versa. For example, if you state a free trial in your ad – make sure this is followed up and explained on the landing page.
2. Have a simple design
A user is clicking on an ad because they want to complete a specific action. If they can’t find a quick route to this action – then they probably won’t stick around.
Think of this page as your ‘shopfront’; it’s often the first impression that visitors will have of your brand – meaning its quality can determine whether somebody will continue to browse or bounce back to the search results page. Make it clear, to the point and easy to navigate. Here’s how:
- Links – Clear links can help to avoid any confusion from customers wanting to navigate to a page. You could also consider a search tool on your landing page if needed.
- Buttons – To avoid losing potential customers, use eye-catching buttons. For example, if your ad is promoting a particular product – then make sure your CTA (e.g, ‘buy now’ button) is in clear sight when users click.
- Consider a chat tool – A chatbox is a great way of quickly and directly responding to customer questions, feedback and queries.
- Keep it simple – Don’t go overboard with things like display ads and dropdowns – you want users to have a smooth journey.
- Keep on brand – Use your brand colours, you’ll become more recognisable if you keep a consistent theme on your landing pages.
3. Don’t complicate your forms
Forms are often a crucial part of a landing page – especially if you’re aiming for things such as email sign-ups, subscriptions etc. We’ve listed our best practices to get yours right:
- Use blank spaces when needed – Customers might leave a site if there is too much information in one area. Use blank spaces to avoid your form being overcrowded.
- Think carefully about your CTA – Users need to understand why they’re filling out a form, so make sure you focus on how they will benefit. For example, “Get your discount code today” or “Sign up for new product alerts”.
- Design for mobile – Forms can often be confusing for mobile users – so, to avoid losing customers because of your design, you could either use responsive web design or even create a mobile-specific landing page.
- A/B test your forms – Everything from the visuals you use to the position of your forms – you should always experiment to see what is driving the most conversions.
4. Test, test, test
Following all these tips will certainly make improvements when it comes to driving more conversions. However, if you want to have a real understanding of your target audience and what works best for them – then you’ll need to perform user tests. You can test everything from your ad copy and landing page copy, to your CTA and your forms.
5. Optimise for mobile
This one goes without saying – your entire landing page should be compatible with any device. We’ve listed some of the best practices to make you’re not deterring your mobile visitors:
- Keep it short and simple – Mobile users are often on-the-go, so keep it concise.
- Use the right font – Try to avoid users having to zoom in your page.
- Make your CTA stand out – Mobile users are usually goal-orientated, so having a clear CTA can help them to reach that objective quicker.
6. Use relevant case studies
Users are much more likely to buy your product or use your service if they can see that other people have benefited from doing so. If you can, we suggest leveraging on previous customer reviews or your top case studies.
Keep this information towards the bottom of your page – you don’t want to distract a user from the desired action. But, if they are still unsure after scrolling down, this could be that extra bit of encouragement they need.
This might sound obvious but remember to generally keep the most critical information at the top of your page. This is particularly important if your page is highly actionable – i.e.) buying tickets, entering a competition or purchasing a free trial.
8. Don’t lose customers because of time
If you’re noticing a high bounce rate on a specific page, it could be because it’s too slow. Avoid using anything too heavy and don’t overcrowd your page with videos and other visuals.
We’ve spoken before about tools such as Google’s PageSpeed Insights. This platform can offer you recommendations and provide you with reports on your page speed (on mobile and desktop). Make use of page speed tests to ensure you’re not losing potential customers.
9. Thank your customers
A ‘thank you’ page is another way of making sure your customers are fully aware of their progress on your page. If somebody has completed your desired action, a ‘thank you’ page is a good way of confirming that. Your language will change slightly depending on the conversion; for example: “Thank you, your email confirmation will arrive shortly” or, “Thank you, we’ve received your booking.”
Having a fully-optimised landing page can turn more of your clicks into conversions and ensure you are getting the most from your PPC campaign. If you think your landing page could be the reason why you’re not generating maximum results – feel free to get in touch with us.