PPC Landing Page That Converts
Introduction to PPC Landing Pages
A PPC landing page is where all the action takes place.
If you are new to PPC landing pages and using them as an advertising vehicle you may not be familiar with the vernacular, a landing page is where your customers are redirected to when they click on your PPC ad. It gives them the details of the offer your ad pitches and hopefully is so well-crafted that customers feel encouraged to take the desired action. I’ve written about high converting landing pages in the past so check it out.
The keyword in that last paragraph is well-crafted. How do you craft a landing page that entices your customers to take action – sign up to your email list, download your app, or buy your product?
That’s what we are going to discuss today. Five true and tested ppc landing page design strategies that are easy to implement and will enable your ad landing page to turn incoming visitors into converted sales.
Keep the PPC landing page design clean, concise, and consistent
Clean Landing Page Design
A design should never be cluttered, least of all a landing page design connected to ad money. Keep the distractions to a minimum (read: none). Only include information that is necessary for the customer to take the intended action.
Concise Landing Page Copy Writing
The information needs to be to-the-point with no unnecessary fluff but also not too dry and cold. Keeping in line with your online brand identity, make the design and copy approachable, effective, and interesting.
Consistent PPC Landing Page and Ad Connection
It is of vital importance that you keep the design, as well as the overall feel, of the pay per click landing page consistent with the advertisement. There was something in the ad that enticed your customers, give them more of it on your landing page. You want your landing page to be filled with the same exciting copy, same aesthetics, same feel where and when possible
Make your PPC landing page mobile-friendly
More than half of all Internet traffic comes from mobile devices – 51. 65%. Google has already started mobile-first indexing of web pages, and penalizing sites that don’t optimize their pages for mobile viewing.
You can check your landing page for mobile-friendly design with Google’s Mobile-Friendly Test.
It is therefore essential that you create a mobile-friendly landing page. It involves making the design (shapes, features, colors, and typeface, etc.) suitable for mobile-viewing. Using fonts that can be easily read on smaller screens, forms that are easier to fill without having to repeatedly poke the screen, and most importantly, placing links with adequate distance between them so people don’t click the wrong one by mistake.
If you find you are having trouble creating a mobile-friendly landing page please reach out to us and we can help.
Add a tracking code to your landing page
To make sure your landing page is performing up to the mark, you need to put it through vigorous testing. One of the ways to test its conversion capabilities is to embed a tracking code in it. The code will help you see how your customers are engaging with different areas of the landing page if they are feeling any hindrances, which areas are performing the best and which the worst. Having this hard data at your disposal will make your A/B designing and testing effective for conversions.
There are numerous options out there for A/B testing if you are interested in learning more Copy Blogger has a great article about getting started with spilt testing. Other great tools that aren’t as do it yourself include Google Website Optimizer (free), or Optimizely and Visual Website Optimizer are paid a/b testing options. Another great tool for those using WordPress is MonsterInsights, which works with Google Analytics (free) to make your data easy and powerful.
Magnetic Call to Action
The design, size, wording, and placement of your Call to Action, CTA for short, is one of the most important parts of the landing page. Your CTA button is what you are asking your customer to do: join a mailing list, read more, download a file, create an account. It needs to be prominent, extremely specific, interesting, and (for the love of good advertising!) original.
Too many landing page CTAs ask you to ‘Submit’, ‘Join’, or ‘Click’- which for some reason make them sound so ominous. I mean all of the language at your disposal and you had to use ‘Submit’. Why? Get creative with your Calls to Action and split test them as mentioned in number 3 above.
Make your CTA conversational, inject it with something of value to the consumer, and don’t be afraid to be humorous. Being relatable sells.
Catch Attention with a Video
Did you know that our attention spans are now reportedly even shorter than a goldfish’s? Yes, a ridiculous 8.25%. Don’t force these distracted people to read about your product – instead, show them through an exciting video!
According to the latest research, people like watching videos about a product more than they like reading about it. Content marketers are therefore turning towards video marketing as part of their regular content marketing strategy, especially for landing pages.
To make your landing page video convert for you, produce it in high-quality, use humor, animation, and emotion, and add authenticity to drive the engagement. Wondering how you are going to produce that video? I’ve used InVideo in the past and it works great. It’s essentially a template based drag and drop video creation tool that literally anyone can use. You can learn more about InVideo here.
Talk to us!
A PPC landing page design is a fluid being. It needs constant changes until it is perfected. These constant changes will require a ton of A/B testing to see which version of the page works best. And what works for one industry may not work for another – so be ready to test, adapt, and evolve.
If you need help getting your A/B testing running or just have a general question reach out to us.