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Improving Conversion Rates Through Landing Page Optimization

Landing Page OptimizationOne 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.

Additional recommendations:

  • 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.

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    1. This is a great post for learning more about landing pages. I found something similar here. It might have a few more tidbits of information on landing page optimization. I know it backs up some of your ideas.

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    2. Thanks for the help and information. I am trying to add content on pages 4 and 5, or what the coach suggests as modifications to get to more potential clients. At this point in development, we are only providing recipes for salmon, halibut, and oysters. Our vessel has taken a turn for mechanical repair.

      The site and content provided by your Web designers were excellent.

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    3. Landing pages are new to me so I can learn a lot from your tidbits.

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    4. Forrest, you’re very welcome. We’re glad to hear that you’re already working with our Modifications team to update your website. I’ve looked at your website, and you have an extremely interesting business! Our Modifications group is right on target in suggesting some additional content to attract and retain visitors to your website. The recipes are a great idea, and here are a few others:

      • Your process of catching, preparing, and smoking the fish sounds truly unique. You may want to expand on this and even include some pictures if you have them available.
      • When you’re dealing with perishable items, site visitors may have questions about how you ship items and keep things fresh—an informational page on this might be good.
      • You may want to include pictures and/or descriptions of your actual products as this gives site visitors a better idea of the specific products you offer.
      • Customer testimonials from people who’ve purchased (and loved) your seafood.
      • In the future, it may also be beneficial to incorporate a contact form directly on your home page to simplify the information request process.

      You can submit any additional content to our Modifications team. We look forward to seeing future updates on your Fisher Seafood website!

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    5. I think it is a wonderful idea that the speed of the website be as fast as possible. That way, those who are searching for the site won’t have to wait so long to access it.

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    6. Good point, Daniel. Most visitors won’t wait long to let a website load. As a result, it’s important that landing pages load quickly in order to keep visitors interested and maintain lower bounce rates.

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    7. You have hosted our website for several years. We are just now getting good at using it. I’d like to know how to track the number of hits on our homepage and subsequent pages.

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    8. Claire, glad to hear your website is doing so well! The best way to track a website is through a Web analytics program. Google provides a free analytics tool. Integrating the program with your website is merely a matter of generating a tracking code and implementing it on all of the pages of your website that you would like to track. By installing this code on your site, you will be able to track the number of visitors, the amount of time they spent on your site, the geographic location of these visitors, and so much more. If you have any other questions regarding the tracking of your website, feel free to let us know!

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