With paid traffic you need to ensure that your conversion rates are as high as possible.
With SEO traffic it doesn’t matter so much about optimizing conversion rates because the traffic is essentially “free” anyway (forgetting the obvious cost of hiring someone to do your SEO work).
With PPC traffic on the other hand you have to pay a fee for every single click that your advert receives, so it’s in your interests to make sure that you achieve the desired outcome as much of the time as possible.
Different websites have traffic driven to them for different reasons. Some websites may use PPC in order to get customers for a product or service that they’re selling.
Some websites may use PPC in order to get subscribers to an email newsletter.
No matter what the purpose is of running PPC on your website, you need to ensure that your landing page is optimized properly for maximum conversions.
What is a landing page?
A landing page is basically just the page that visitors land on when they hit your site – your landing page could be a specially authored page for PPC visitors, or it might just be your homepage.
Under this section we’re going to look at five great tips that go to make up a great landing page:
Clear layout: We can all think of examples of websites that are horrible to look at and hard to navigate.
If you want your landing page to be successful it should be clean and clear as well as concise and straight to the point.
The navigation bar of your website should also be well laid out so that visitors can get to important pages with minimum fuss.
A telephone number: Although a lot of customers won’t bother calling, if they can see a prominent telephone number on your landing page it gives your business an aura of respectability and transparency – it could lead to a higher number of conversions.
Concise text: The copy on your landing page is crucial. If you can convey the same message to your visitors in half as many words, make sure you do so.
Hiring a professional copywriter to complete the text on your landing page is always a wise idea.
A video: Let’s face it, some people are lazy. If you have a video on your landing page that catches the attention of your visitors, it could certainly help conversion rates.
Pictures: No one likes to see a solid block of text – it looks boring. Make sure your landing page is graced with high quality pictures related to your website.
PPC landing pages are extremely important. You can spend months on end refining your PPC campaign to get the best traffic at the cheapest prices, but if your landing page is awful there’s little chance your traffic will convert.
If you’ve done everything you can with your PPC campaign and you’re still seeing low conversion rates it’s definitely time for you to consider sprucing up your website’s landing page.
What do you think? Let me know in the comments below!