So you just spent the last 3 months developing your new site and have your adwords campaign set up tuned and ready to start driving targeted traffic to your site. Keywords stand poised to attract the traffic and your clients land in the right place to sign up and buy your product or service....You can now sit back and watch the sign ups and money roll in right....
Wrong!!
Pay Per Click (Adwords) campaigns once built tested and fine tuned can be the source of some very targeted traffic to your site but converting those clicks is the really tricky part, this is where your landing page steps up to the mark!
So what is the landing page?
After a visitor has clicked on your ad in the sponsored links through the search engine of choice the searcher will come into the site at a designated page. This is the Landing Page. Now this has been established what and how do you promote trust in your searchers and convert their search to a sign up........here are a few tips I have learnt along the way.
• Exit links on a page can kill PPC. These are any browsing tabs, more info buttons or links that direct the searcher to another page. Get rid of them from the landing page. Use these on different pages just not the one with the call to action of a sign up. Exit links lower conversions
• Continuity is key...you must match wherever possible the text on the landing page with that of your copy text in your ad. Users who arrive at the specific landing have already been screened by the sponsored link advert and expect to see a specific message or content.
• Avoid having any conversion requirements or calls to action below the visible part of the screen, which calls for the customer to scroll down the page to view this. If you have to scroll duplicate the call to action tab at 1 in every scroll.
• Make the sign up forms user friendly, quick to fill i.e. jump to the next box when the previous is filled. Do not over complicate the page with unnecessary questions. People generally hate filling in forms and reading lots of text on a sign up form.
• To sum up does your landing page instantly gain the trust of the searcher. Is it easy to navigate? Is the functionality of the page at its most effective? and does the page encourage them to delve deeper and request further info or sign up to something with as little time or effort as possibly needed.
With this information you are now armed with the weapons you need to maximise your site conversions. Remember conversions are the goal here and the site is unsuccessful until searchers sign up! So test, optimize and research until the most productive page has been developed, don't get me wrong this may not happen on the first attempt but keep going and you will get there!!!!!!