One of the crucial components of a pay-per-click (PPC) campaign is the landing page that visitors are taken to when clicking on an ad. Since the landing page can significantly affect the conversion rate of a campaign, we recommend that advertisers take time to optimize and test their landing pages.
Here are a few of the key elements we recommend that all PPC landing pages include:
- A clear, relevant headline. When a visitor lands on your PPC landing page, the first thing they should see is your headline. In order to improve the users’ experience, we recommend that advertisers create unique landing pages specific to each product or service they offer. By doing so, advertisers can customize the headline and message of the page to best fit the users’ search query. Headlines should catch the users’ attention and stimulate them to read further.
- A concise bulleted list. A well-constructed PPC landing page will provide visitors with the information they’re looking for in as few steps as possible. Since many visitors won’t take the time to read through lengthy paragraphs, we recommend that landing pages contain 5–10 bullets highlighting the main points you want to communicate to the visitor. These bullets should be concise and focus on the main product features or unique selling factors of your product/service.
- A short form. If the goal of the site is to collect lead information, incorporate a form directly on the landing page. To achieve a higher conversion rate, keep the form short by including only the fields that are absolutely necessary.
- A clear call to action. Each PPC landing page should possess a clear call to action. No matter what the conversion goal, the action you want visitors to take should be clear. As you test different landing pages, try testing different calls to action—you may be surprised by what a big difference such a small change can make.
- All content should be above the fold. In keeping landing pages concise, pages should be short with all of the relevant information above the fold (meaning that all content should be in the visible area of the screen without causing users to scroll).
- Visitors should be given limited options. One of the benefits of customized landing pages is that advertisers can direct users exactly where they want them to go. Consequently, it’s often a good idea to remove all other links from the page to better funnel the visitor to the conversion goal.
Optimizing landing pages is one of the most effective ways to improve the conversion rates of your PPC campaigns. Here at Web.com, we’ve seen lifts in conversion rates of over 35% through continued landing page testing. If you’re interested in landing page consulting or just looking to improve the conversion rate of your PPC campaigns, feel free to reach out to a Web.com representative.