You expect a lot from your PPC landing page. It has to convince the visitor (who may or may not have expressed much interest in your product) to move beyond the initial click and take the next stop of making a commitment to your product.
It has to turn him from a prospect into a bona fide customer. And in many cases, it has just a few seconds to make that happen.
In order to accomplish that goal, you need to engage in some serious PPC landing page optimization. Each element on your landing page needs to work hard to engage and persuade visitors. The key to making that happen? Testing.
Here are 9 ideas to get you started.
1 Button copy—Test strong action words versus the typical “Buy Now” or “Download Now.” Consider using the headline from your best-performing ad as your CTA message.
2 Product arrangement—Do you organize your products by price or by top sellers? Test different ideas for different audience segments based on the ad that brought them there.
3 Pricing packages—Test offering one, two, or three different pricing packages on your landing page. Try giving visitors a chance to choose what they want, from the start, versus segmenting them further down the funnel.
4 Reviews—Show one or two reviews on the landing page with a link to more. Or show only a composite rating based on available reviews.
5 Form placement—Test including your lead gen form on the landing page itself versus including a button only, moving the form from the second page.
6 Image Functions—Try giving customers the option to zoom in on product images or add rotation capability that enables them to see the product from different angles.
7 Video—Video can be a great addition to your landing page, but it doesn’t work for every audience. Test video versus no video, different video lengths, and voice-overs versus visible actors for your PPC landing page optimization.
8 Navigation options—Test no navigation versus a scaled-down version of your navigation bar to give visitors options, without making them feel trapped.
9 Headline copy—Does your headline copy match the tone and offer of your ad copy? Test various offers and wording to draw readers in.
PPC landing page optimization gives you the opportunity to capitalize on the ads you’ve invested in. Don’t leave visitors confused and wondering what to do next.
Match your landing page message to your ad message and pull the reader in to help him engage with your content in preparation for taking the next step.