How To Increase Conversions From A Google AdWords Landing Page
When potential customers click on your PPC ads, you want them to arrive at a great landing page that converts. An amazing Google Adwords landing page can make a huge difference to your conversion rate – the little things really matter here and there are certain elements which can transform a good landing page into a great one that boosts conversions. Here are a few things to bear in mind when creating a Google Adwords landing page.
Keep it clean
The best landing pages offer visitors all the information they need without being overwhelming. Essential information that will engage your audience is all that's needed – keep it short and sweet and don't be tempted to fill whitespace, cluttering your page with unnecessary information.
Ensure 'all roads lead to Rome'
What does this mean? Well, a great landing page limits its exit points – that means cutting back on the number of hyperlinks that leave the page. Remember, you want visitors to convert, and by channelling them down a specific pathway you can increase conversions. Any link that takes them off the pathway could be bad news.
The content of your landing page is key to its success – you don't want to provide too much information, but the information you do include should be high-quality, useful and relevant. Good content will inspire trust and help your landing page to convert. An Eye for Design Landing page design can make or break your conversion rate. Clear and crisp design makes it easy for visitors to see what you are offering. Ensure that your page is simple to navigate, provide all the required information and avoid pop ups at your peril. The best landing pages allow visitors to convert in a single click.
Don't forget the CTA
Every landing page needs a clear, concise call-to-action (CTA) which should be positioned in the best place for your page. Above the fold remains the most common placement, but don't be afraid to experiment with different positioning and A/B test to see which converts best for you. Your CTA should tell your visitors exactly what you want them to do; don't leave them wondering
Make it About Them
Focusing on the needs of the visitor can make a huge difference to how well your landing page converts. Don't forget that your visitors are looking out for #1 when they land on your page, so don't bore them by droning on about your company's goals. Tell them how you can improve their life and what you can do for them.
Say it with a Video
Video landing pages are a great way to entertain and engage visitors, so make use of them where appropriate. It goes without saying that you need to test your page to ensure video can be viewed on Android, iOS and Windows mobile devices as well as on desktop computers.
Make it easy to scan
You'll notice an increase in your conversion rate if your Adwords landing page is easy for visitors to scan. Remember, this is a web page you're creating, not a brochure. This isn't the place for lengthy copy explaining everything anyone could ever want to know about your company. Stick to bullet point lists, break up blocks of text with sub-headings (include some keywords) and use fonts and colours to highlight important information. You have about 8 seconds to engage visitors and convince them to stay on your page, and convert – so you need to make an impact!
It's all about the offer
At the end of the day, your landing page simply isn't going to convert if you don't have an enticing offer. Make sure you're offering something that visitors actually want and ensure you explain why they should take advantage of your offer and what it will do for them. If you're still struggling to think of landing page ideas here is a great article - 11 Steps To Create A Killer Landing Page For Your SEO Or PPC Campaign
Amazing landing pages take into account all of these factors, and yes, they can make a huge difference to your conversions. The easier it is for visitors to navigate your landing page and find out what you're offering, the more likely you are to see an increase in conversions. A little time spent now designing an amazing landing page could save you time and money in the future.