The Importance of Your Landing Page

05.05.2017 |

Episode #7 of the course The fundamentals of PPC by Jessie Leong


Today, we’re going to be talking about the importance of your landing page. Landing page relevance is an important factor whether you choose PPC for search engine advertising or social media advertising. With a responsive and relevant landing page, you can unlock even more potential to increase your conversions. Get your landing page wrong and your conversion rate could suffer.

Landing pages for PPC are often different from your regular homepage, so here’s how you can make your landing page optimized for your PPC campaigns:

Keep your landing page relevant to the keywords you’re bidding on: Not only will this help the landing page aspect of your Quality Score in AdWords, but sending a potential customer whose search query is about running trainers to a page promoting running accessories is a sure way to get them to not convert. Create tailored landing pages according to the product or service that you offer. So you could have one landing page for trainers and another for accessories. Use your campaign structure as a guideline to begin with if you’re stuck.

Make sure your site is device-responsive: With mobile usage increasing—particularly during the research stages—it’s more important than ever to make sure your landing page is responsive to desktop, mobile, and tablet devices. Things like a small call-to-action button that cannot be clicked on accurately on mobile will not only harm your conversion rate, but it’ll also drive many of your potential customers away from your site out of frustration and straight to your competitors’ sites.

Speed matters too: It’s happened to the best of us. We’ve tried to view a website that sounds like it could be the very thing we were looking for but because it’s taken so long to load, we’ve lost patience and taken our attention (or money) elsewhere. If your site speed is poor, you could be feeling the effects of this common behavior. And when we bring it back to PPC, you could be wasting money on clicks that will never convert because your landing page is taking too long to load.

Add trust points to your business: In an age when users are more likely to compare similar products, hunt around for the cheapest deals, or do extensive research before converting, trust points are key to the conversion process. These could be in the form of customer testimonials, contact information, and payment assurance, to name a few. If you have a big social media following, link your accounts to your site. People love to see what others have to say before they buy into a product or service.

Remove distractions: The purpose of your landing page is to make your users convert in some way or another, be it filling in an online form or downloading your latest white paper. Having too many elements on your landing page could distract potential customers from performing those actions. Keep relevant content on your landing page—for example, your USPs, how your service works, and your trust signals—and remove anything that doesn’t serve your overall PPC purpose. This will also make your main call-to-action stand out.

Test, test, and then test some more: Once you have established a landing page that you’re happy with, remember to test variations of it every couple of months. Small changes such as a different call-to-action or headline text can help you see greater conversion results. Google Analytics and software such as Mouseflow help you understand how users interact with your site, and in turn you can make more informed decisions.

Now you should be well-armed to create or improve your landing page. Tomorrow we’ll be talking about handy PPC tools. Are you ready to elevate your campaigns to the next level?


Recommended reading

Landing Page Optimization with Quick Sprout


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