For those that run pay-per-click advertising campaigns, a good landing page can mean the difference between converting visitors and wasting money. Below are just a few tactics that are crucial for creating successful landing pages that will help you recoup your investment faster.
1. Tell Visitors Where They Are
It may sound obvious, but many landing pages are void of the messaging found on a corresponding advertisement. It’s best to reiterate the offer, call to action, or hook, that was used to get the user’s attention in the first place, and give it prominent placement on your landing page.
2. Content Should Convey a Singular objective
When devising the content of a landing page, a common temptation is to bombard the user with multiple promotions, services, or calls to action. Unfortunately, having a multitude of choices can confuse the visitor, and lead to greater bounce rates or drop-off rates. In this regard, consider Google’s home page as the ultimate landing page; by offering fewer choices, users are more likely to do what Google wants, which is to perform a search query.
3. The Headline Speaks Volumes
The message and the location of the headline are vital. Keep the headline relative to the objective of the page and closely related to what visitors are seeking. And remember, simple copy is almost always more effective than copy that’s overly clever.
4. Make the Call-to-Action Clear
Many landing pages involve contact or registration forms. Getting users to fill out one of these forms is no easy task, so the call to action must be clear and eye-catching to help them along. And regardless of what the form is for, don’t make it a burden on the user. Short forms like this one promoting our FREE SEO report require a minimal amount of information and aren’t daunting for the user. After all, you can always get more information later.
5. Simplify Links and Navigation
For most landing pages, links should be used sparingly and strategically. The goal of a landing page is to keep users on track toward a single objective. Again, reducing redundancy and the number of choices confronting the user will diminish confusion. But any links that help fulfill the objective of the page should certainly be included, whether it be a link to inventory, a contact us page, etc.
While these are just a few broad tactics, the best advice is to always be testing. Paying attention to what works and what doesn’t is truly the key to long-term success.
If you’re eager for even more information about converting potential customers, you might want to check out Improving Online Conversions, a new easy-to-follow mini book from Google and John Wiley Publications.