If you feel like you are wasting precious time and money on a PPC campaign that just doesn’t seem to be working, it may be time to re-examine your landing page. Use these tips below to increase ROI, unbounce your marketing campaign and reap the benefits of an optimized landing page.
TIP #1: TARGETED AND FOCUSED LANDING PAGE
It is important to understand that your homepage and landing page are NOT the same. Your homepage is a combination of communication and marketing that is goal-oriented. A landing page is more effective to target the more curious type of person who is exploring, rather than the one who is clicking through from a banner or AdWords link. A good guide to go by is this: ONE goal, ONE message, ONE action and therefore, ONE landing page.
TIP #2: HAVE A CLEAR AND CONCISE HEADLINE
You can focus your visitor’s attention with an effective and focused headline that draws them in. Imagine that you are walking down a bustling street in a downtown area. As you walk by, you glance at a newspaper vending machine and see a big black headline. If the headline is focused and concise, it will grab your attention and make you want to read more. If it is really well written, you might even cough up a dollar and actually pay for it. But if it is just a bunch of small type with no real stand-out content, you wouldn’t even stop walking. Your headline on your landing page should be clear, easily to read and placed in a relevant and prominent position on the page.
TIP #3: USE VARIOUS TYPES OF MEDIA
It is important to experiment with differing types of media on your landing page. It used to be that using a video on a landing page would take forever to load. Visitors would get bored and click off. But these days, that is no longer a concern. The delay in loading a video is almost non-existent. Your visitors are more likely to stay on your landing page if there is interesting and relevant content. Engaging in something such as watching a video is easier than reading and can let the person really “hear” your message. If you aren’t able to produce a video, then aim for a screencast, which is an on-screen walk-through of your business or product. Doing this can build the authenticity of your brand and help with the realism of the business.
TIP #4: TEST AND RE-TEST
Performing A/B Testing on your landing page is crucial to optimize it. Use these tests to measure the effect that a testimonial has, for example. You can analyze conversion rates and consider running an A/B split test. You can run tests on your landing page comparing it with or without testimonials, with or without full quotes, with or without photos or with few or many testimonials. If you run tests and determine that less testimonials work better for your landing page, then try using only one. You can test each subsequent one to determine which one your visitors respond best to.
TIP #5: SEO AND YOUR LANDING PAGE
For longer term landing pages, SEO is a factor to consider. If your page is going to be live for an extended period of time, you must ensure that the content is optimized so you get the maximum value. Here are some suggestions:
-Use a text headline for your primary message or statement, as opposed to having it inside an image.
-Stay away from bloated and wordy structural elements of a full website. Instead, use clean and focused content.
-The clean content will provide a valuable resource to gain links. Consider giving away an eBook with outstanding content to attract more inbound links.
-Your landing page content should closely match the copy and link from your AdWords marketing campaigns. This will create more relevancy and a higher Quality Score from Google. This will result in a lower cost for your specific PPC keywords you choose.
If you found this information helpful, be sure to check out our post “The Best WordPress Plugins”. The Organik SEO team is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today!