While securing clicks through your pay-per-click (PPC) campaign is great, it is only the start of the user’s conversion journey. One common mistake that marketers often make is to think that their focus should purely be on keyword targeting and cost-per-click (CPC) management, while ignoring the vital role that landing pages play in turning these clicks into converters.
In this week’s blog, we will be providing some tips to ensure that your landing pages are optimised for your PPC campaign.
Make Sure Your Landing Pages Provide Sufficient Detail
Although this first tip may seem like an obvious one, you may be surprised to see how often landing pages do not provide sufficient details about the product/service being promoted.
Having said that, while it is important to provide enough information for the visitor to commit to a decision, it is equally vital to ensure that the page is not too cluttered.
A messy landing page full of information can overwhelm users, ultimately putting them off and costing you a conversion. Getting this balance right is the key to a successful landing page design.
Reinforce Your Credibility Through Your Landing Pages
If you are a smaller or local business, it is not out of the ordinary to suggest that the visitors to your site may never have heard of you.
This is why it is a great idea to ensure that these visitors can trust your company through your landing pages, as for many, this will be the first time they have been on your site.
Testimonials, press cuttings, positive reviews and any awards that you may have won can all serve to ease the mind of the prospective buyer. When users may not be aware of your company, the importance of gaining their trust cannot be understated.
Ensure Your Landing Page Is Mobile-Friendly
As smartphone usage has grown and grown as time has passed, it is now common to see mobile traffic surpass that of those from desktop computers and tablet devices.
Presenting users on a mobile with a desktop page is almost guaranteed to negatively affect your bounce rate, as these can be hard to navigate on the smaller screen. In most circumstances, an increased bounce rate leads to fewer conversions, unfortunately.
As such, Google has, and continues to, penalise websites that are not mobile-friendly, and this extends to search engine optimisation (SEO) as well as PPC.
If you are interested in finding out how mobile-friendly your landing pages are, you can find out with Google’s mobile-friendly test.