If you are running any type of PPC campaign at the moment on Google, Facebook or any other platform, to get the best possible performance from your paid campaigns, you could potentially be throwing a lot of your ad budget away by sending this traffic to your website. Landing pages are one of the best tools to use in conversion rate optimisation.
What Is A Landing Page?
The term landing page refers to a standalone web page that has only one objective, to market a certain product or service. It is a page where a user “lands” after clicking an ad or a link in an email.
The landing page should not contain any distractions or links that could potentially take the user away from the purpose they clicked the ad in the first place. If you are paying for the privilege of getting a web visitor, you need them to land on a page with the best chance of converting that visit, into a lead or customer, the reason you were willing to pay for the click in the first instance.
A landing page will usually consist of:
- A benefit driven primary headline that is closely related to the ad and search term that brought the click (Your USP)
- Supporting headline
- A clear call to action (or CTA) in the visible area of the landing page (above the fold)
- Use directional cues to guide users to the CTA
- Show third party testimonials/reviews for authenticity and trust
- A reinforcement statement hammering home why your product or service is relevant
Landing page vs. Website
Nobody is suggesting that you shouldn’t have a website, just that if you are paying to send traffic anywhere, send it to a landing page that is created specifically to convert a visitor into a lead or sale.
Take a look at your own website’s home page. Like most web pages there will be navigation at the top, maybe sub navigation, blog articles, different information about your company, social media links and more. You probably have a minimum of 30-40 different links, some of which take a user away from your website. The purpose of a website is to inform, advise and give information about your business, your staff, your location and all of your products or services.
A landing page, on the other hand, is specifically built for one purpose and one purpose alone.
Take for example the following scenario:
You run a plumbing and heating company and you are running a campaign for emergency boiler repairs in your local area. Somebody is searching online late at night as their boiler has broken down and they are freezing cold.
When they click the above ad, if they went to the homepage where emergency callouts are one of 50 links, there is the high chance they may not find what they are looking for, particularly if they are on their mobile. If that same click led to a page only about emergency boiler repairs, with big headlines and easy to see points of contact (a far better message match), the chance of that paid for click becoming a customer are increased greatly.
Use landing pages to increase your conversion rate and get sales or leads at a lower cost. Click To Tweet
Landing Page Benefits
Not only can landing pages hugely increase your PPC campaigns conversion rates, but check out these other benefits:
- Increased relevancy can lead to a higher quality score, which in turn can lower your cost per click
- You can make page speed improvements easier on a landing page which again, can lead to more conversions
- The ability to “Split test” different page elements to increase conversion rates
If you are running paid for campaigns but not using landing pages, talk to us today so we can increase your conversions without increasing your ad spend.
- Conduct thorough audits of your current or previous campaigns
- Create highly converting landing pages for you
- Optimise campaigns, ads and landing pages for mobile search
- Recommend, design and build better-converting landing pages
- Identify new opportunities
- Link your campaigns on Google, Bing and Yahoo to your new landing pages
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Want to get more leads/customers without increasing your ad spend?
By targeting campaigns better, by testing ads, by testing landing pages and by continually optimising every aspect of the campaigns we run, you can get a better return on your ad spend.