Smart, data-driven marketers know that landing pages that convert are all about context. Think about it. Customers are on the hunt when they’re searching for your products. They’re actively looking for you - they want to find you!
You can make this journey a whole lot easier for your customers by building specific landing pages for your PPC campaigns. Your ultimate goal? To create a bridge between your ad and the content of your landing page.
Not only does this increase a cognitive match for the customers searching for your product (higher sales, less bounce), but it also keeps Google happy (higher quality score, healthy ad rank).
Don’t fall into the mere 22% businesses that are happy with their conversion rate. Here are five super-quick and actionable steps you can do right now to significantly up your conversion game.
Deliver what you say you’re gonna
Roughly 75% of businesses have a problem finding suitable expertise for optimizing their landing page copy. Want to know the secret to winning-over a potential customer with words? Just deliver what your ad said it was gonna..
When they hit your landing page, a potential customer will spend just a handful of seconds deciding whether or not they care. So pay attention to the message you’re giving out – and keep your copy consistent from your ad to your landing page.
See how Hootsuite’s ad takes you to a page that matches their ad?
Why it works
The headline exactly matches the ad message
There is only one call to action, one goal
The bullet point text is fits nicely over two lines
It quickly and clearly breaks-down what the products is and how to use it.
A very clear headline that matches your ad message positively reinforces your potential customer’s decision to hunt down this path.
Plus, if your landing page has all the relevant information the potential customer searched for, you’ll improve your overall keyword score, which equals good things for your paid search campaign spend.
Solve the problem, win a sale
Can you believe that for every $92 dollars spent acquiring customers, only $1 is spent converting them? This is pretty surprising, especially as we know that potential customers usually click on an ad when they feel it’s going to solve their problem.
Clayton Christensen’s Jobs to be Done is handy here. This framework looks at customer motivations within a business setting, with the premise that customers buy something when they have a problem to be solved. A famous anecdote is that when customers buy a hammer, what they are really purchasing is a way to get a nail in a wall!
The key to a successful landing page is to answer your potential customer’s problem. Solving a potential customer’s problem could be anything from providing info in a blog post, to a detailed video on your service or product. Make sure it matches your USP.
Take this example, from Vivino:
Why it works
Job to be done: take the guesswork out of choosing the right wine
USP: pick the perfect wine for any – and every – occasion
Benefit to customer: our product helps you make better decisions
Benefit to customer: our product helps you look knowledgeable
Give your customers something that matches their requirement! Vinino uses their USP to define the reason why they even exist – their customers want to appear more wine savvy at any occasion. wine,
If you stay focused on doing what you say you’re gonna, the people who land on your site will eventually venture further down the funnel to become happy, engaged, paying customers.
Work your CTA
You’ve probably tested your call-to-action buttons at some point. After all, it’s the thing that gets you the click that seals the deal. It’s the thing your PPC ad is working so hard to achieve!
Just like any good copy, a CTA should be a continuation of your story. There are plenty of articles on the science of CTAs, but as a general rule – short, simple CTAs work best.
This is not to say that quirky CTAs don’t work, ever – sometimes they do a better job than a ‘subscribe’ button – but more often than not, you just want to tell your customer what they’re going to get.
For example, Basecamp is a great product. However, the CTA below is a bit stretched-out:
You really want to keep your CTA button copy under five words – a simple ‘Give basecamp a try’ would have been enough. The ‘free for 60 days’ messaging would have been better as a heading, similar to the previous Hootsuite landing page example.
Super-quick CTA button wins
Don’t make your customer guess – avoid using vague words like ‘submit’
Tell your customer, clearly, what they are going to get, i.e. ‘download report’
Don’t use the words ‘click to’ or ‘click here’. The action is obvious. What isn’t obvious is what your customer is going to get once they do
Reflect your overall tone and style. Cheeky CTAs might work well for fashion ecommerce, not so much for banks or insurers
Make it the centre of attention. Design your page around the CTA – it’s what your potential customer is there to do.
Just do one thing. And do it really well
Your PPC ad has one goal. Your landing page is the thing that will accomplish that goal. So get your subject focus on – match your message to your ad, and don't dilute the focus with more than one CTA.
All you have to do is decide what you want your potential customer to do, and then align all the elements on your landing page to achieve that goal.
One of the reasons why existing homepages make for bad landing pages is because they distract your potential customer with too many paths to wander down – too many options!
This example from American retailer Lowes is an example of this. It’s easy to see why potential customers may lump this one into the ‘too hard’ basket. Throwing multiple offers for unrelated products all together seriously reduces the focus:
Ushering potential customers to your existing homepage is a common rookie mistake.
Not only do you mess-up your messaging, but it creates a meandering funnel path, which results in low conversions. A more targeted approach would be to streamline the page around a single offer or objective.
We know that digital marketers who allocate more of their budgets to optimisation tend to have more success with their conversion rates.
An optimised, targeted landing page for each of your ads is going to promote higher conversion by extending your PPC messaging and solving the customer’s problem – providing everything they need to make the decision to choose you.
To learn more about how Salmat's search team can help you, get a quote today or call 1300 725 628.