Your PPC ads are well written and highly relevant. They start to generate thousands of impressions and plenty of clicks to your pages. But those visitors are simply not converting. Worst of all is the fact that they seem to leave the page without even browsing your offer.
The reason for such abysmal conversions is likely the landing page itself.
Even with all aspects perfectly executed from identifying relevant keywords to writing compelling copy, campaigns will fail to generate a positive return if the landing page is poorly optimised. This is where landing page optimisation comes in which ultimately leads to:
More conversions: Landing pages that are properly optimised stand a far better chance of converting more visitors for your products or services.
Higher Quality Scores: Google evaluates numerous factors when determining rankings for ad positions. Well-designed landing pages lead to higher Quality Scores and better rankings.
Landing page optimisation is a continuous process but it can yield exceptional results for your AdWords campaign. Here we cover proven ideas that you can implement to increase conversions and lower your cost per acquisition.
1. TEST YOUR HEADLINE
The headline is perhaps the most important aspect of your landing page as it is among the first thing a visitor sees. So it needs to capture their attention immediately and compel them to read through your offer.
2. ADD TESTIMONIALS AND CUSTOMER REVIEWS
Reviews from actual customers are extremely powerful as they act as a form of social proof. In other words, using testimonials help the end legitimacy to the products or services that you offer.
Here is how Dropbox lends credibility to its cloud storage solutions for businesses:
3. OPTIMISE LEAD CAPTURE FORM
If your goal is to capture more leads for your business, a lead capture form on your landing page is a must. But you also need to pay attention to how your form looks. A number of studies have shown that lead forms that ask for more information tend to generate a lower conversion rate.
Only ask for important information on your own lead form such as the visitor’s name, email address, and maybe even a phone number. Changing how your leave form looks and reducing the number of you can have a dramatic impact on conversion. If you have a form that requires more information, you may want to consider implementing a progress bar or breaking up the form into multiple pages.
Be sure to measure and test the results.
Here is an example of a clean and simple lead form from HubSpot:
4. FOCUS ON ONE OBJECTIVE
The best landing pages are those that only have one objective whether that is to get visitors to purchase a product or fill out a lead form. The more distractions you have on a page the more opportunities there are for visitors to exit.
There are simply too many distractions on this page and no clear focus.
Eliminate irrelevant links on your landing pages and only make it possible for visitors to complete one action. Also aim to reduce as much clutter as possible. Keep these in mind as you create your own landing pages.
Many companies put up testimonials on their landing pages that are simply too generic and not compelling enough (e.g. “Great services!”, “I was satisfied with the results!”, etc.). Use actual testimonials that describe in detail how customers have benefited from your products or services. If you have worked with a major brand, be sure to include those details as well.
5. TEST BUTTON COLORS AND SIZES
It may sound like a minor element on a landing page, but buttons play a large role in terms of conversions. Some of the largest companies in the world including Amazon and Google pay millions of dollars to test practically all aspects of button design.
Here is an example from DropBox:
And another from Amazon:
You can bet that these two companies have tested practically every variation of these buttons to determine which gets the most clicks.
In addition to testing the color and shapes of your buttons, test different call to actions as well. Instead of the typical “Click Here!”, add more copy to compel visitors to click such as “Sign Up For Free Daily Tips!”
6. TEST DIRECTIONAL CUES
Directional cues are designed to move your attention to a specific area.
left side you will find a subtle example from a car insurance company:
7. USE EXPLAINER VIDEOS
The average user typically spends only a few seconds on a landing page before deciding whether to stay or leave. One way to capture attention and get visitors to stay longer on your page is to use an explainer video. These are brief videos approximately 2 to 3 minutes long that describe the product or service you offer.
These optimization strategies as described above are proven to increase conversions. But it is crucial to measure only one element individually rather than making changes all at once. In the next section, we cover A/B testing in more detail.
Here is an example from CrazyEgg: