When you make an investment in pay-per-click, be sure to optimize the landing pages to which you send your segments. In my experience, landing page optimization is a crucial and often overlooked opportunity to turn prospects into customers! While most companies—especially retailers—invest in pay-per-click and PPC landing pages, many don’t follow simple best practices to get the most from these pages and make them as efficient at converting as possible.
That’s why we put together this list: six quick tips for improving your PPC landing pages’ conversion rate!
1. Don’t Overload Prospects With Information
Be able to justify every piece of information on your page. Ask yourself: Why do I need this here? And if you can’t come up with a reasonable answer, lose it. A page with too much data will lead to higher exit rates, as it will overwhelm users or even make it harder for them to find the CTA button and convert. (This ties into page length, which I’ll go over here, as well.)
2. Put Forms Above the Fold
Put the area where you ask visitors to enter information above the fold to increase its visibility. Where ‘the fold’ is located changes based on everything from platform (mobile or desktop) to device type (Android or iPhone) to screen resolution, but in general it means the content that’s shown when the page initially loads, without scrolling. Web design author Ben Fold found in a recent test that “six times as many people clicked the promotion above the fold.” It matters!
3. Only Ask for What You Need
The fewer questions your form asks, the higher its conversion rate (ClickZ). Therefore, ask users only for the data about them you absolutely must know—and nothing more. For example, if you need to locate potential customers for geotargeting, ask for their zip code rather than their full address. This both expedites form filling and makes users less concerned you might be prying. (And if users think you’re prying, even if you’re not, it’s just as bad as if you are!)
4. Have a Clear CTA Button
The landing page should clearly demonstrate what you want the visitor to do next. Make sure your CTA button is eye-catching and stands out from the rest of the page.
5. Pay Attention to Page Length
A long, detailed landing page might be informative—but it often won’t be interesting enough for people to finish reading it. Give just enough information for users to take the next step. As with data asks, remember: User perception is as good as reality. If it even seems your page is too long, users are more likely to leave! Streamline content so visitors can take their desired action and your desired action.
6. A/B Test Your Page
No list of conversion best practices would be complete without this last piece of advice: TEST! Using data to drive your decision making is the best way to make informed choices about design and content. Even a simple A/B test with a few variants will help you optimize your page. But take care to avoid the three most common mistakes marketers make when running optimization tests.
Sometimes, we all need a quick reminder of best practices for common marketing activities. PPC landing pages are no exception! Some organizations have hundreds of different landing pages; sheer volume alone, though, won’t increase conversion rate. Optimizing these assets is the key to getting the most return on your investment.