This guide explores PPC landing pages’ critical dos and don’ts, offering practical tips for optimising your approach. From a prominently placing Call to Action (CTA) to minimising distractions to optimising for mobile devices and page speed, all landing page aspects significantly enhance user engagement and boost conversion rates. Whether reworking existing landing pages or creating new ones, applying these best practices will help you create a seamless and practical user experience. By focusing on these strategies, you can maximise the return on your PPC investments and turn more of your clicks into valuable leads and sales.
Do Place Your CTA at the Top of the Page
The lower your CTA (Call To Action) is positioned, the lower the conversion rate you can expect to attain. Placing the purchase button at the end of long blocks of text could potentially bore a user and lead them to navigate away from your website. Instead, you should include a visually appealing graphic or image at the beginning of your landing page, accompanied by engaging and educational information. You want your Call to Action (CTA) to be situated either next to or directly beneath your initial impactful lines of text. This provides users with sufficient information about your product or company and is promptly followed by urging users to take the intended action on your website.
Do Create Engaging Content That Captivates Your Audience
The content on your landing page is also a crucial aspect of your PPC landing page. Specifically, the most essential elements on your landing page are the headline and subheader, which initially grab a user’s attention. It is necessary to ensure that your headline contains your main keyword(s) and that the content on your landing page is also focused on your target keywords to maintain high keyword quality scores. Engaging content on your landing page will increase the time users spend on it and ultimately boost the conversion rate by keeping their interest in your offerings.
Do Test Your Landing Pages
Just like any other web page on your site, landing pages also aim to turn visitors into customers. Similar to a well-crafted elevator pitch, a landing page can also need testing and optimisation. Google Ads allows you to conduct A/B testing on various landing pages. A heatmap and analytical tools like Hotjar enable you to examine precisely how users interact with your page and which elements they pay attention to. Utilising such tools will enable you to collect more data for optimising your PPC landing page. 25% of companies with landing pages lack a testing strategy. Implement a method to assess how different CTAs, design choices, and messaging affect conversion rates.
Don’t Divert the User’s Attention from the Main CTA
Placing the purchase button at the end of long stretches of text could potentially bore a user and lead them to navigate away from your site. Rather, opt for a visually appealing graphic or image at the beginning of your landing page, accompanied by engaging and educational content. Next, you would want your call-to-action placed alongside, or directly beneath, your initial impactful lines of text. This provides users with sufficient information about your product or business and then prompts them to quickly take the desired action on your website.
When selling products through campaigns, make sure to highlight the offer on the landing page. This indicates that it should serve as the instructions for the headline, text, and call to action. The title needs to emphasise the promotion or service, the prompt to act should mention the benefit the user will receive, and the content should center around the user. The text on your landing page might require the services of a copywriter.
Don’t Make Your Landing Page Lengthy
While providing information to inform users about your product or service and your business is important, you should avoid overwhelming users with excessive text. Encountering a large block of text upon clicking a link can be very discouraging and lead the user to exit the page. Visitors prefer a landing page that is well-designed, engaging, and visually appealing. It should seamlessly transition between short text and visual elements, motivating users to learn information.
Don’t Have a Slow Landing Page
Many overlook this factor, but it can significantly affect performance. According to studies, waiting just one second longer for a landing page to load can lead to a nearly 10% increase in the dropoff rate. Many businesses are already paying for users who click on their websites. Ideally, you would prefer a landing page to load in less than three seconds. Google provides a helpful free tool called PageSpeed Insights that offers information on both desktop and mobile loading times and identifies which aspects of your webpage are causing speed delays. Enhancing site speed decreases bounce rates and increases conversion rates on all platforms.
Do Invest Efforts in the Design and Images
A well-designed landing page will probability capture interest and make a good impression. The main objective is to welcome a potential lead to your website seamlessly. When people click on a landing page, the least desirable situation is encountering unattractive colours and disruptive images that divert their focus from the reason they clicked in the first place. The pictures you display on this webpage must be crisp and relevant to what you are promoting. Make sure the noticeable CTA button will keep users engaged with the offer. So, although your landing page copy is crucial, the design and imagery of your landing page are equally important. You need the design and visuals to aid, and not hinder, the goals of the landing page.
Carefully Select Your Images
When choosing images for landing pages, opt for ones that align with your message for the best results. Frequently, PPC landing pages feature distracting, overwhelming, or confusing imagery. Vivid, eye-catching visuals are consistently recommended. This does not imply complex, vibrant designs. Instead, prioritise images containing bigger, vibrant blocks.
Do Make Your Website Mobile-Friendly
After considering all the previous points for your PPC landing page and website, it is equally important to guarantee that your website functions smoothly on mobile devices. Usually, companies receive around 50-70% of their traffic from mobile devices. The main issue with user experience on mobile devices is that some website features do not work effectively. Instead, you aim to create a smooth and user-friendly mobile interface that allows users to browse your site and convert easily.
Don’t Make One Landing Page Serve Multiple Purposes
You may feel inclined to utilise one PPC landing page to get visitors to subscribe to your newsletter and browse your range of products. However, the chances of them accomplishing both tasks are quite low. You shouldn’t encourage potential customers to check out your new service, read a blog post, and contact you. Doing this effectively could involve developing multiple landing pages, each serving a specific goal. Although it may seem frightening, it could also be beneficial. Having five to 10 landing pages is much more effective than having only one or two. Moreover, generating a couple more should not be too difficult after you have a layout model for your landing pages.
Conclusion
Ultimately, optimising your PPC landing pages is essential for transforming ad clicks into valuable conversions. Several important principles form the foundation of successful landing pages: prominently featuring your CTA, providing engaging and relevant content, and delivering a seamless user experience on all devices. To keep user interest and increase conversion rates, avoid common mistakes like long text and slow loading times. In addition, consistently experimenting with various components of your landing pages, like CTAs, images, and layouts, will offer valuable information on the most effective strategies for your target audience. This methodical strategy guarantees that your landing pages stay efficient and in sync with your marketing objectives.
At Rankingeek Marketing Agency, our dedication lies in assisting you in incorporating these top strategies and consistently improving your PPC landing pages for optimal results. Our team of professionals can offer customised suggestions and plans designed specifically for your requirements. Do not allow mediocre landing pages to hinder your marketing achievements. Contact us now to set up a consultation and find out how we can assist you in enhancing your PPC campaigns, increasing conversions, and reaching your business goals. Let’s convert the potential of your landing page into results and propel your success ahead.
