5 Ways to Make Your PPC Landing Page Convert
There’s nothing more frustrating than pay-per-click (PPC) adverts that attract traffic but don’t convert. They waste time and effort – and you’re out of pocket too.
So how can you be more certain that your PPC advertising will generate actionable leads?
The answer is simple: a conversion-focussed landing page. In this article, we offer five proven strategies that will make your PPC landing page convert.
1. Offer a Clear Value Proposition in the Headline
Have you ever followed a PPC link only to find the headline is offering something different to what it originally promised?
It’s confusing, frustrating, and you probably clicked away.
A clear and compelling headline that aligns with your PPC advert is the best way to keep customers moving forward on their purchasing journey.
For example, if your advert offers package holidays from £200, reiterate this in your headline. Don’t be generic or, worse, mention a different value, money off, or a percentage discount, even if these are great deals. It seeds uncertainty and erodes trust.
When creating a headline, consider the following advice:
- Be specific: Use numbers or tangible benefits to catch attention.
- Focus on benefits: Show how the product or service solves the visitor’s problem or meets their needs..
- Keep it short: Fewer than 12 words is recommended.
For example: “Book Your Dream Getaway – Package Holidays from Only £200!”
2. Use Attractive Images and Design
After the headline, the next aspect users notice is the imagery.
Display high-quality, inspirational images that show your product or service in action. Consider attaching price tags or icons denoting discounts to further highlight any special deals. People respond best to faces and expressions, so try including reactions to your product, for example happy holiday-goers.
Be careful not to go overboard though. Too many images can be overwhelming and detract from the overall message.
If your PPC ad is a display ad, i.e. with visuals of its own, the page design should be consistent with it, otherwise the customer may believe they’ve been redirected to a different business, which harms trust.
3. Have a Clear and Compelling Call-to-Action
Your call-to-action (CTA) is the most important part of your landing page.
Language is key. Use action-oriented verbs, such as ‘Get’, ‘Buy’ or ‘Book’.
The CTA should be prominently placed, preferably above the fold so it is visible without scrolling. Don’t hide it away at the bottom of the page at the end of the ‘sell’.
Multiple CTA buttons are also an option, for instance at the beginning, middle and end of the content.
4. Build Trust with Testimonials
Unless you’re a household brand, this is likely the first time the user has encountered your business.
To that end, you need to convince them that your company is trustworthy, not to mention legitimate.
Consider adding the following:
- Badges or insignia from professional associations or awards
- Case studies and data. It could be something as simple as ‘Over 1,000 satisfied clients’
- Testimonials, particularly widgets from a trusted review site like TrustPilot
Such trust indicators should be added near the CTA, to give doubting customers that last boost of confidence before they convert.
5. Speed Is of the Essence
If your page fails to load quickly, the user might not hang around long enough to see your well-crafted headline, imagery and CTAs.
Three seconds is an absolute maximum for loading speed. Anything higher tends to lead to a high bounce rate.
Compress images and use a simple, responsive design to improve the loading speed..
Don’t Forget: Test and Refine!
Chances are you won’t get it right first time. Certainly you shouldn’t settle with whatever you first come up with.
Use A/B testing to compare the success rates of different versions of the page. Try tinkering with all the factors listed above, in particular the headline as well as the CTA phrasing, design and placement. Want to know if that testimonial really makes a difference? Don’t just take our word for it, test it.
Tools such as Google Optimise and Unbounce can help you run the tests. You might be surprised how much changing the colouring of a CTA can help. After all, who doesn’t want to press a big red button?
PPC Landing Page Tips: Final Thoughts
By following these five principles, you can be certain your PPC conversion rate will improve.
What are you waiting for?
‘Craft those perfect PPC landing pages – now!’
Image source: Unsplash
