So, a customer has finally clicked on your paid advert… now what?
Granted, getting them onto your website in the first place is a success in its own right, but securing that conversion is going to take more than just a strong advertising campaign.
Wherever your PPC campaign is designed to take your customer, giving them a well-rounded and optimised landing page to transfer to is vital in holding their attention.
With Google’s ever-evolving Core Updates and a seemingly endless list of online competitors, maintaining a user-friendly and alluring website is no easy feat.
So, while there’s no such thing as a perfect landing page, we’ve pulled together ten of the most important changes you can make to help you get as close to perfect as possible!
Check out the full list below!
1 – Clear & Concise Headlines
According to a study by The Times, 55% of us will spend fewer than 15 seconds on a webpage.
With the average reader consuming around 200 words per minute, you’ve probably only got around 50 words to play with before their mind starts to wander.
By providing your readers with a clear and concise headline, not only will this aid comprehension, but it’ll also increase their chances of actually reading the copy.
2 – Relevant & Compelling Visuals
One of the easiest ways to make your landing page more engaging is by including a range of high-quality photos and videos.
While the use of any visual content can provide a quick win for your page, not all formats are created equally.
According to Wyzowl, 83% of video marketers say that video content has helped to increase the average time each visitor is spending on their pages.
Furthermore, businesses that chose to include a video on their landing page saw a boost in their conversion rates of up to 80%.
The key takeaway here? Whatever you’re writing about, make it as visually stimulating as possible.
3 – Benefit-oriented Copy
When it comes to writing copy, every word matters.
Be sure to clearly communicate the benefits of your product or service in as many formats as possible.
From text and infographics to high-quality videos, the more opportunities you get to show off your USPs, the more likely a customer is to convert into a sale.
After all, it’s likely a customer has come to your page after already exploring your competitors, so now they’ve found you, let’s make sure you’re doing everything in your power to keep them around.
4 – A Strong Call-To-Action (CTA)
The digital world is saturated with choice, but just because visitors are free to aimlessly explore webpages, doesn’t mean we can’t influence where these clicks guide them.
When it comes to user experience, navigation is key, but strategically placed CTAs are about more than just advertising your products or services.
From forms to purchase links, CTAs encourage and empower customers to finally take a desired action.
When was the last time you reviewed your customer journey?
5 – Forms & Contact Information
The easier a business is to reach out to, the easier it is to trust them.
From clearly displayed contact information to live chat services and enquiry forms, make getting in touch with you as quick and accessible as possible.
6 – Social Proof
According to research by Dixa, 97% of people will rely on customer reviews when deciding whether or not to purchase something.
A further 92% said they’d hesitate to make a purchase if a product or service had no customer reviews.
When it comes to spending our hard-earned money, we rightfully expect businesses to value our investment and take the time to earn our trust.
By including features such as verified testimonials and trust badges, not only will this prove that customers have purchased from you in the past, but it also reassures them that their experience was positive enough to write about.
7 – Mobile-friendly Design
When asked about their first impressions of a website, one study found that up to 94% of a customer’s feedback will relate directly to its design.
The same study also showed that issues such as poor interface design can result in the rapid rejection and mistrust of a website.
With more than 85% of the world’s population now owning a smartphone, it’s vital that every website is as accessible by phone as it is by computer.
Ensure that your landing page is optimised for mobile devices to improve user experience and increase conversions.
8 – Relevant Keywords & SEO
From adding key words into your copy to populating its source code with relevant meta tags, there’s lots of ways to improve your landing page’s visibility in search engines.
While it’s impossible to predict exactly what search terms will bring a customer to your page, by identifying and researching your audience, you can get close enough with some subtle yet strategic wording.
9 – Fast Page Speed
With some studies putting our attention spans at as little as 8 seconds, the longer a website takes to load, the less likely we are to wait for the results.
The ideal website load time for mobile sites is 1-2 seconds, but what difference can a couple of seconds really make? Surprisingly, quite a lot.
Studies have found that 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load. Reach 5 seconds and this figure jumps to almost 90%.
Ultimately, a slow-loading landing page is likely to increase your bounce rate and negatively impact your PPC campaign’s performance and ROI.
With so many websites and PPC campaigns now competing for our attention, businesses cannot afford to lose a customer before they even make it onto their website.
10 – A/B Testing
While there’s no ‘one-size-fits-all’ solution to designing your landing pages, there’s plenty of templates and formulas out there to help guide you.
By testing different variations of your landing page, these personalised results will help you to determine which elements work best for your audience and which are most effective at improving your conversion and bounce rates.
When was the last time your landing page performance was reviewed?
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