Crafting a landing page that effectively converts involves adhering to a few PPC landing page best practices. Here’s our guide to creating successful landing pages:
Consistency is key
Maintain consistency in messaging, tone, and brand voice throughout your campaign. A fluid transition from ad to landing page boosts user experience and credibility.
Keep it simple
Make a straightforward user journey a priority. A PPC landing page is your one-stop-shop for whatever you are advertising, so it’s important that the messaging is clear and doesn’t get distracted. Use clear links and eye-catching buttons, even consider implementing a chat tool for direct customer interaction.
Use clear and concise headlines
In line with keeping it simple, take care to write headlines that are easy to read and understand, and in line with the rest of your PPC landing page copy. A key component to consider is that the value proposition and the key messages should be communicated clearly to ensure success.
Build optimised forms
Forms are a key mechanism for gathering leads, and you can optimise them by using compelling CTAs, considered colours and requesting a succinct amount of information. We have found that asking for too many personal details on these types of forms can be a deterrent from form completion. Always design for mobile-first to improve user experience, and remember to A/B test different form elements for optimal results.
Test, test, test again
To truly understand your audience, you’ll need to conduct user tests. We recommend testing everything, from your ad copy to your landing page content, CTAs, and forms to continually refine your approach. As CRO experts, we would be happy to go into further detail about testing your pages effectively.
Mobile first
Put mobile users first by keeping content concise, using clear fonts, making CTAs stand out, and incorporating click-to-call functionality. A high proportion of your visitors are going to discover your ad while using their cellphone or tablet, so responsive design or mobile-specific landing pages are vital.
Build trust
Prove your value by making use of trust indicators, such as case studies, testimonials, awards, client logos, and positive reviews. Strategically placing this information will showcase your industry-leading reputation, and help you build trust with potential customers.
Key info comes first
A good PPC landing page should be highly actionable. Put thought into where you position key information and make sure it is always highly visible. Place critical information, especially the Call to Action (CTA), at the top of your page to avoid unnecessary scrolling.
Make CTAs unmissable
Keep your CTAs short and sweet, create a sense of urgency, personalise the message, and make use of contrasting colours. Regularly performing A/B tests on various elements, such as placement, style, colour, and text ensures they are always well-optimised.
Increase Your Site Speed
Most visitors will bounce if a page loads too slowly so to prevent a high bounce rate. By using Google’s PageSpeed Insights, you can identify areas for improvement in site speed and user experience.
Use Compelling Visuals
Incorporating images and videos that complement your headlines and copy will improve engagement on your landing page. Visual cues can help you to create a more immersive experience and encourage user interaction.
In Summary…
PPC is an essential part of any marketing strategy, and optimising landing pages is an unmissable opportunity to increase conversions for your company. At Propeller, we offer a vast range of digital offerings, from PPC, CRO and more. Contact us today to discuss how we can help improve your company’s digital offering.
