PPC landing pages are something that a lot of businesses seem to struggle with – granted they can be a little tricky from time-to-time – but with a little bit of knowhow, and a few do’s and don’ts, you can battle with the best of them.
1. Do Keep Your Headline, Offer and Call to Action Inline
Within your landing page, it’s a great idea to align the headline, offer and call to action (CTA). This keeps everything orderly and easy to find, read and orientate and as a reader, everything is about ease. If you cause confusion you’re going to end up with less conversions, it’s as simple as that. To help with the task of keeping things inline, a simple set of a rules can be followed with the reader in mind:
- Make the text about the customer.
- Discuss the outcome.
- Emphasise what users will get in return for taking action.
- Keep things clear, concise and simple.
2. Do Put Effort into The Design
You’d be amazed at what people will buy just by the design of the product rather than its consistency. It’s half the battle of the bottled water industry, clever marketing and fancy images/design and you’re nipping at the heels of the competitor for a flavourless liquid. It might sound simple but so many of us neglect the design aspects of our PPC landing pages. Use images that relate to your product and emphasise what you’re trying to sell. It’s simple, but so effective.
3. Do Show Your Product in Action
This is particularly useful for those products that offer either a technological breakthrough or hint at lifestyle. Showing your product in action – in simple terms – makes the customer want it more through jealousy, for lack of a better word. Using videos is the best option – but ideally it needs to look professional and not just shot on a point and shoot from late 2008. Take time and care to produce something that you’re proud of.
4. Do Leverage The ‘Thank You’ Page
Don’t forget your manners! Saying thank-you is a simple but effective customer support tool that’ll not only keep people coming back for more – but it’ll get you great reviews and a friendly feel to your page. Why not use this time to link to your other services or products too – just because you’ve gained a conversion, doesn’t mean that this has to be goodbye. Use it wisely and you might start stacking conversions rather than keeping just the one.
5. Do Stay Open to New Options
If things are going as optimally as you’d expect – or you feel like it could be doing better – don’t say no to new options, remodelling and having a redesign of your landing page. It’s a scary one and the ‘if it’s not broken, don’t fix it’ is notorious online, but staying open to new options is imperative to more success. Don’t let little pushbacks disencourage you, your gut feeling is usually right, and you can always revert after a trial period.
6. Don’t Give One Landing Page Multiple Jobs
A landing page should be a simple conversion maker, it shouldn’t do anything else. You don’t want to be sparking internal debates, just a simple ‘buy it now’ philosophy and you’ll be golden. Whether it’s a B2B or a B2C orientation, it’s all the same – simplicity wins.
7. Don’t Include Distractions
As above, the last thing you want is distractions on your page so that means limiting links and buttons found in navigation bars, footers, sidebars, etc. Try to avoid linking to your own site and definitely other sites – anything that will take your customer away from you is a no-go. Keep it simple, keep in engaging and you’re onto a winner.