Landing Pages for your Pay Per Click Traffic.
Recently I posted a blog highlighting the importance of landing pages and how you can really take stock of your Adwords campaign and target specific conversions and customers. I have now put together a checklist below for you which will help you get a greater sense of LP requirements and also help you compare and tick off processes against your current pages that you have on your site…..If your site does not adhere to them maybe its time for action……
1. Brevity: Keep it short and to the point. Paragraphs should be no longer than 3 lines, if used at all. Keep scrolling to a minimum. Make sure all of the important elements are ” above the fold”
2. Relevancy: Does the landing page match the offer within your ad copy? Keywords should be highlighted clearly and prominently. Always keep the page relevant to the search query, as this is all they care about.
3. A Direct Approach: Bullet points work well online to help communicate the benefits of a product or service. Take into consideration that most searchers scan read!
4. Clear Call To Action: Keep it above the fold and prominent big “buy now” buttons or “contact us” all help.
5. Does the “CTA” work: Its no good having very clear “buy now” and “contact us” buttons if they do not work always check their functionality before going live.
6. Remove all unnecessary exit links: Remember you are using the landing page to persuade the searcher to use the call to action. Exit links to the rest of the site cause confusion and lead them away from converting.
7. Reinforce Credibility: Use testimonials, press articles kite-marks and visible customer support options. All of these things convey trust and respectability. Remember trust is very important.
8. Lead the Eye: Use typography and colour to your advantage, lead the eye toward the conversion exit. Be wary of large images and flash that distract. Place all the “good stuff” in the middle of the page at the searcher direct eye-line.
Don’t forget once you have checked all of this its time to Test Test Test keep updating try new images, new buttons or forms but keep to the checklist.
