So you’ve done your smart organic keyword research and have your pay-per-click campaign in place. You’re starting to see an increase in search ranking and visits to your site, but how do you ensure that your visitors are converting? Another helpful session at PubCon revealed important tips to help your post-click conversions.
- Deliver On Your Promise - Whether someone has landed on your page from a PPC campaign or an organic search, your title tags and PPC titles have given them an expectation of what to find when they click through. Make sure your landing page is targeted and relevant to that visitor.
- Above The Fold – This term has been brought over from the print world when it referred to making sure that important messages and headlines appeared above the newspaper fold. This is also true with landing pages; your important messages and “call to action” should appear “above the fold”. A visitor shouldn’t have to scroll down the page to get what they’re looking for; most times they won’t.
- No Flash Messages – If your landing page has important selling points that rotate, there’s a good chance your visitor will never see the message you want them to (they won’t wait). Use a static image or bold text headline to convey the message clearly and instantly.
- Simple is Better – This point echoes the first, but refers more to the layout and design of the page. If there is too much information (text, images, video, forms, etc.) on your page, visitors may become overwhelmed and click out. Instead, take advantage of whitespace on the page and have only the elements that are absolutely necessary to the visitor. For example, a landing page with one title, one image, one paragraph, and one form (or other “call to action”) will convert much better than the “information overload” page.
- Test, Test, Test – This is something the landing page experts could not stress enough. Every business is different and has customers with different preferences on how and when to take action. To truly make landing pages the most effective they can be, you must continually test them against other versions.
While these tips are not absolute truths for every business and every industry, they are a starting point for creating landing pages with great post-click conversions. With continual testing (research “A/B Testing” and “Multivariate Testing” for landing pages), you’ll be on your way to carving out landing pages that convert.