Landing Page Optimisation: Increasing PPC Conversions
So, having followed our blog for the last several months, you appreciate the design choices that go into making a great looking website, and you have a basic understanding of PPC. At this point, the logical step is to set up an adwords campaign, directing all traffic straight back to your beautifully crafted homepage. Unfortunately, in practice – and following a considerable amount of marketing stats crunching – this actually isn’t the best move.
This is one of those articles covering what happens when design meets marketing, and their subsequent offspring. Chances are, your homepage and services pages look fantastic, and your PPC campaign is intelligently researched with several keyword areas to focus on. However, in most instances, your PPC campaign and your standard customer-facing pages should never meet. What your PPC campaign needs is a series of great landing pages.
The landing page is a peculiar beast. Whereas most of your website will be a combination of salesmanship, aesthetic, and information, the landing page has one purpose: to sell, instantaneously and without fuss. To understand how to craft one of these pages requires a certain amount of crossover knowledge from the design, marketing and direct response copywriting disciplines. In this article, we’ll cover the basics of what makes a great landing page and how they can instantly drive up conversions.
Keep it Focussed
Your home page will fail as a landing page because it will have too much variety – and that’s absolutely fine. In fact, variety working within an intelligent and easily absorbed theme is what makes your homepage a great homepage. However, it also makes it a pretty terrible landing page.
Your homepage is basically a sampler of everything your website has to offer, kind of a visual smorgasbord tempting curious visitors to browse your assorted products and services. However, the landing page should be focussed on one product or service – the one outlined in the PPC ad directing towards it. Of course, include links through to the rest of your website to avoid negatively affecting SEO, but all content should be focussed completely on the one service/product/offer.
Landing Page Enquiry Forms
These should basically be as big and obvious as the aesthetic of your website and good taste allows. The idea is to make things as easy as possible for people to give your their contact data so your sales team can make the appropriate call. If you’re directing through to a specific product that can be purchased online, the same rule applies to the “buy now” button and ease of checkout procedure.
Landing page copy needs to be minimal. Yes, people need to know exactly what you are offering, but you need to recognise the time investment they’ll be willing to make on your website is likely minimal. Include a brief overview of your service with key messages you want to bring across. Bulletpoint exactly what your service involves and what you will be providing. The key is to give people as little reason as possible to avoid enquiring.
There needs to be absolute congruence between your PPC advert and the landing page. Essentially, the landing page should be expansion of the information offered in the two line advert, without any deviation, or – frankly – cross-selling. When people have enquired and given you their contact details you can sell other things to your heart’s content, but if they have clicked on a PPC advert you can safely assume that at that instant they are interested in that specific product or service and little else. Don’t make things complicated.
This gives you an idea of exactly what is involved in the creation of an effective landing page. However, these principles won’t be much use if you’re not skilled at direct response copywriting or web design! If you’re planning a big marketing campaign, and want to ensure you get conversions, give us a call on 01606 884123 or email firstname.lastname@example.org.