An effective landing page will help you stand-out from your competition. Even if you have a great offer, and your pay-per-click ads are perfect, without a good landing page, your campaign is likely to suffer. Let's start with your layout.
Here are some excellent guides to follow:
1. Keep Your Landing Page Organized and Clean
The goal is to drive conversions. It is crucial to design your layout effectively, using the simplest message possible, using a balance of contrasting colors. Here are some good examples:
2. Minimize as Much as Possible
Make sure your primary message and offer is above the fold. Good adcopy uses bullet point and brief details.
3. Use Headers
You'll have about 7 seconds to catch your visitor's attention. Good landing pages make use of headers by putting the offer into the main headline, or sub-headline.
4. Use Trust Signals
Good landing pages should always have a combination of trust signals. Trust signals are testimonials -- endorsements from past clients or customers. Trust badges often refer to the logos of well-known brands you’ve worked with in the past. Affiliations which give you credibility; they serve as endorsements of your trustworthiness and skill.
5. Use Short Forms
Naturally you want to collect as much data as you can from your visitors. However, when it comes to creating a good landing page, less is more. It is important that you make users fill out as few form fields as possible. The more fields you ask a visitor to enter, the less chance you have of them filling out the form and completing the desired conversion. If your conversion requires a form, only ask the essentials of what you need. You can always ask for more info on your exiting, thank you, page.
You might wonder what form fields should you require? General rule of thumb and minimal fields should be the name and email. Asking for phone numbers or date of birth can cause your drop off rate to skyrocket.
6. Tailor Your Landing Pages for Specific Audiences
If you have a great offer and have been promoting it well, you’ll likely be getting traffic from a number of different sources. If at all possible, you’ll want to customize your landing pages for different audiences. A user that arrives at your landing page from a Facebook or Twitter post might be very different than a user arriving through a marketing campaign, a PPC ad or from your newsletter.
7. Match Landing Page Copy With PPC Ads
Effective landing pages make sure to match the words used in their page copy with the keywords and text used in their PPC ads. Repeating the same language and key phrases reassures visitors that they've landing on the right page. Otherwise, your page could be confusing (non-congruent). Consistency is your friend here.
If a user clicks a PPC ad about woks, for example, you don't want them to land in the general kitchen category -- you want them to land on the wok page. Match the user’s need as closely as possible -- because that is where the conversions happen.
8. Mobile Friendly
Make sure your landing page is mobile friendly. It's a given that your visitors are likely to be using their tablet or cell phone to get to your store.
9. Lastly, Test Your Offer
You'll want to thoroughly test your offer. And track your result. This is an essential practice for assessing what you're doing right and what you're doing wrong.
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