Most purchasing decisions are initiated through search engines (Google, Yahoo…) and as we know, there are sponsored ads spaces in which we could appear if we launch a PPC marketing campaign. Most of these ad text and banners redirect the user to a landing page which works as a showcase for your business. It is for this reason that the landing page quality is very importantto to improve conversion rates and reduce bounce rates. But, how do we create an optimal landing page for PPC campaigns? Below, we have detailed a numer of freatures that all optimized landing page should have.
1. Your landing page should be responsive
As we all know, users perform searches from a wide range of devices. Desktop, tablets and mobles are the most common ones and therefore, our landing page should be responisve to all these devices.
Search engines such as Google have been modifying and creating new algorithms to award those websites which are mobile friendy. Mobile searches are going up and up and most of the time is from this kind of device that a user stablish their first contact with us.
2. Relevance between ads and landing page
Our ads ( text ads or banners) have to be consistent and be related to the content of the landing page. A user searches for “red flowers”, our ads should include the words “red flowers” and finally our landing page should contain “red flowers”. The cohesion between search – ad – landing page is critical. The more higher is the relationship between those 3, the higher the quality score will be and this in return will lower our bounce rate.
3. Choose your call-to-action carefully
A call-to-action purpose is to encourage a user to perform a certain action (request information, purchase an item…). In most of the cases, a call to action in a landing page can appear in the form of an Image, text, text i a banner or text in a button, which aims to encourage the users to perform the action we desire.
In the same way that the call-to-actionis in a sponsored ad is of high importance, once the user is in our landing, we also need to add another call-to-action so we can close this clycle.
Be original and stop using single words such as “Send” or “Request”. Try tom ake your call-to-action more specific such as:
- Request information
- Sing me up now
4. Use reviews from your users and clients to increase credibility and social proof
A highly recommended practice is to use reviews from your customers emphasizing the qualities of your products and services. This concept is called “Social Proof” and it is known as the psychological phenomenon where a group of people assume that the actions and behaviour from another group of people is the correct one for a specific situation. When adding social proof content on your landing page, be careful that this one is real, clear and with a simple message. Otherwise, it will give the impression of being fake or overrated.
5. The colors choice matters
Visual impact is determined by color and the combination of colors. It is for that reason that the color theory can be a great help to understand what colors to use in our landing page and how to play with colors. Depending on our decision we can increase the conversion rate and reduce our bonce rate. The colors chosen for our landing page are going to play a mayor role for transmitting confidence and trust to our potential clients.
As we might perceive, each color has a meaning and we must investigate carefully in order to test which is the most effective one for our landing page. The most used are:
Blue: Convey trust and loyalty.
Red: Color which transmits energy, passion, courage. It is used to promote a need and a desire.
Green: Associated with nature and sustainability. It is used to convey health and balance.
Yellow: Commonly associated with creativity and used to generate a reaction.
Black: Related with sophistication and efficiency.
White: Used to give a minimalistic image that convey clarity and usability.
6. A/B testing
Once you got your landing page, it is the moment to start performing a/B test so we can find out insights like the image below:
A/B test means to use two different landing pages for the same ad, therefore to make them compete against each other (the more different they are, the more difficult will be to understand the cause). With a A/B test we will be able to optimize (one time after another) our landing pages to increase our conversion rate.
7. Start using optimization tools
There are tools that can be used to analise the way your users interact once they have landed on your page.
Google Analytics: Free platform that provides with basic statistics and web anatytics. Within Analytics you can find basic tools to analyse SEO and other channels. Analytics provides us with insights such as the bounce rate or conversion rate per platform.
Crazzy Egg: A tool mainly used to analyse Heatmaps and scroll down information from an specific URL. Morever it gives us additional information such as device or referrer from each of the users.
Hotjar: Not only give us Heatmaps but it also let us record our users visits. Hotjat let us personalise our conversion channels. WIth all these information we will be able to take the necessary desicions to create an optimal landing page.
As well, we have other kind of tools for DIY landing pages or builiding landing pages from scratch in a very intuitive and fast way.
Unbounce: Provices you with the freedom to design landing pages. Unbounce offers more than 80 templates which can be customized as you pleased. Lastly, Unbounce gives you the chance to perform test A/B from the same platform.
Optimizely: Offers detailed information about our test A/B with a very intuitive and user-friendly interface. Another thing to consider about Optimzely is how easy is to implement.
If you apply, little by litlle, each of the discussed tips, you will definatelly see how your CTR increases as well as your quality score and your conversion rate. Moreoer, your bounce rate will steadily decrease as well as your CPA and CPC.