posted on July 25th, 2011

How to Increase Conversions on your PPC Campaign Landing Pages

A landing page can be any page on your website designed specifically to convert a stream of targeted traffic into subscribers, leads or customers. Conversion is the inherent property of a landing page and it happens when the visitors take an action on your landing page. This action can be anything from clicking a “Buy Now” button (for eCommerce websites) to a Subscribe Today link that gets them your email newsletter or blog RSS feed. Your landing page can also have a web form that the visitors fill to tell you that they are interested in your offering. As you might have guessed, getting a fine balance of information, call-to-action and the subsequent conversion is not just difficult but prone to errors and mistakes too.  Here are the top mistakes to avoid for converting well on your PPC landing pages:

  • Not Visualizing the Landing Page as an extension of your Adwords/Adcenter ad copy – While designing a PPC campaign, it is necessary to understand that keywords>>Ad Copy>>Landing page should be a logical flow. The keywords that you select should be present in your ad copy and the benefits that you project in the ad copy should be explained well with some “social proof” (read memberships, secure transaction seals, certifications etc.). Your PPC campaign may have target sets of keywords and ad copies, but remember that all what you promise should be resonated on your landing page.

  • Generic Landing Pages for PPC – This is an extension of the point mentioned above, but deserves its own special mention. Nothing kills a campaign more than a generic page where users have to re-start their search for a solution that they already did on the search engine. It is like going to an electronic supermarket and asking for an LCD TV and getting a reply – “Here is the map and description of which floor houses what. Please consult for help”.

  • Using the regular website design for landing pages – When working with a content management system, businesses get tied to a “framework” which while lets them create pages with the exact look and feel, falls short when it comes to modifying the template parts. Everything on your site is defined by a theme and the navigation is a part of the theme which attract (or detracts) the users the most. While a typical main navigation, side navigation and footer navigation is necessary for your main website, these elements create clutter and come in way of a singular call-to-action orientation that a landing page requires. To have some action, lose this excess fat.

  • Multiple Call-to-Action – It is a fallacy to believe that choices make customer happy. When your competition is just a click away, too many choices create clutter and confusion. So even if you have made a custom landing page ripping of the navigation elements, asking the users to do too many things results in them doing nothing – taking no action.

  • Design Elements – Great landing pages enhance the visitor experience by using typefaces, colors and visuals tailored specifically for the audience and the action that is desired out of them. You don’t need something earth-shattering to produce conversions, just follow the norms and you are there. Usually, in order to produce something superlative, people use garish colors, cheap highlighting and super-silly clip art which just does one thing – repel visitors.
  • Assumptions – Assuming that people know how credible you are as a business or that the visitors inherently understand the value proposition of your offering are some of the inherent mistakes that businesses make. Hiding your offers way down the scroll or using terminology which is crafted well, but doesn’t communicate the benefits immediately creating confusion which leads to poor conversion statistics.


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