Pay-Per-Click (PPC) landing pages that are constructed for targeted audiences convert. Whether your landing page is designed for lead generation, ecommerce or local, landing pages are about consumer preferences, not company objectives. Bidding on competitive keywords to occupy the number one position in the top rail doesn’t guarantee higher clicks or conversions. However, producing a clear, yet compelling, call-to-action (CTA) and designing the landing page for audience preferences will drive sales.
Sometimes, so-called best practices aren’t always best, so it’s essential to consistently tweak and test your landing pages. Some landing page tactics we recommend:
- Focus on one objective per page. Customers leave landing pages with multiple options. Use one landing page per product/service.
- Use clear and concise language. Directly state the action customers need to take.
- Create powerful headlines. Headlines are your first impression, and dynamic headlines compel customers to click.
- Write in the second-person. Landing pages are not about you. It’s imperative to explain how your products/services benefit your customers.
- Avoid navigational bars. Customers will visit your website if they want more information, so don’t force them to navigate when they consider purchasing.
- Avoid redirect links. Redirect links should lead customers to somewhere useful, so only use redirect links to supplement the content. (e.g. testimonials and reviews)
- Include essential information in the first and last paragraphs. Explain the benefits of your products/services in the introduction. Remind your customers why they will benefit in the conclusion. Now your customers recognize the perks of doing business with you.
- Be consistent with colors and visuals. Customers like consistency because it tells them that your advertisement directed them to the correct page, so use the same text colors and visuals in both the advertisement and the landing page.
- Include design elements above the fold. Essential buttons and content and calls to action must be above the fold for easy navigation.
- Test landing pages. Use search funnels to gain insight into how your landing pages perform. Adjust layout and content until customers start buying.
New research released by Google in February 2012 states that 41% of smartphone users have purchased items directly from their mobile devices, meaning you will need audience-constructed landing pages optimized for desktops, tablets, and mobile devices if you want to stand out from the competition. Creating powerful headlines, writing clear call-to-actions, and consistently redesigning and testing landing page layout will expel the term bounce rate from your SEM vocabulary.
Need landing page help? Here at Be Found Online, we have more than qualified SEM experts who can create effective landing pages for your needs. So give us a call today and we can turn your bounce rates into conversions.