Nine Easy Landing Page Optimization Ideas

We’ve all heard a lot about landing page optimization theory and how important it is for your landing pages to support your PPC ads.

In this post, let’s take a really quick look at nine ideas you can implement right now to polish up your landing pages and increase PPC conversion rates.

●      Include Keyword Phrases in Your Headlines

This provides a sense of continuity between your ad and the landing page, keeping the viewer oriented. Let visitors know right away that they’re not wasting their time – that you have what they’re looking for.

●      Place Your Call to Action Above the Fold

Most shoppers want to find information as quickly as possible. If they don’t immediately see what to do next, they could back out, so make it obvious.

●      Reduce Navigation Options

Every option on your landing page should move the shopper further down the conversion funnel. Don’t give him the chance to get distracted by wandering around unrelated pages on your site.

●      Keep It Simple

Keep your page simple and focused. Avoid the temptation to keep adding “one more thing” to the page. It’s easy to distract and confuse visitors and the more elements you have on the page (images, video, navigation, forms) the greater the likelihood that an unnecessary distraction will draw attention away from your call to action.

●      Long Copy vs. Short Copy

Some products and services lend themselves to short copy, while others require a longer sales page. Test the conversion on a long copy page vs. a short copy page and find out what your customers want and need.

●      Reduce Form Length

The less time it takes to fill out, the more people will see it through to the end. Eliminate unnecessary fields and resist the urge to pad your demographics data at this stage.

●      Focus on Benefits and how they relate to features

People want to know how your product or service will benefit them – How it will make their lives better, easier, or more fun. However, once visitors are ready to buy, features can become important. Don’t make a potential customer struggle to find out if your product comes with the specific attachment they need.

●      Make Friends With White Space

White space makes your page look professional and uncluttered. It can also draw attention to elements you want to highlight such as your call to action button. Don’t be afraid of empty space; let it work for you to lead the eye where you want it to go.

●      Test, Test, Test

Never make a change without testing to determine whether that change will produce a positive or negative effect. Testing alone can make or break your landing page optimization strategy.

As you hone your landing page optimization skills, you’ll begin to get a feel for what works and what doesn’t with your target audience. Try to approach your landing page from the perspective of the searcher, and provide all the information they would expect to find after clicking on a promising ad.