You'd hoped AdWords would send you an inbox full of opportunities. Instead your conversion rates are < 1% and the kids are getting thinner.
Want to feel like an AdWords genius? Without rebuilding your campaigns from scratch?
I've seen landing page conversion rates double, triple, even 10x after applying these landing page design rules.
Visitors come to your business website to find out more about your firm. A landing page visitor doesn't care who you are at this stage. They want an answer to their problem.
Your business website is there to represent your firm. Your landing page is there to move a stranger one step closer to becoming a customer.
If you send PPC traffic to a business website instead of a landing page you're going to have a low conversion rate.
You have seconds to get the searcher's interest before they're gone forever. It takes almost no effort to click the back button and try one of the other sites on the SERPs.
Here's how to make a great first impression.
Here are some things you can do to make the site look easy to read.
You can only have one main conversion goal for your landing page. A page that tries to do be all things to all people does a poor job.
That goal should be the one next step that will lead your visitor closer to a sale.
If your goal is to get the visitor to fill in a form for a chat, don't try and get them to ask for a quote. If the goal is to ask for a quote, don't try and make a sale.
Every heading, logo, picture, link, paragraph, button and form either helps or hurts conversion.
There are no neutral elements. If you put it on the page it will either move the visitor towards the conversion or get in the way. It's either signal or it's noise.
Every element on the page adds cognitive weight. Your visitor needs to look at it, understand it is and then decide if it is going to help them get what they're looking for.
If your goal is an enquiry make the contact form prominent. Make the “Buy now” button prominent if the goal is a sale.
You give something prominence - make it stand out - using characteristics like:
Get rid of elements that don't help the conversion.
Scared to cut stuff out of your site? Let me tell you about one of my students. Peter Carruthers and I taught more than 1 000 small business owners to use AdWords to find new clients. One of our students, an architect, followed our training to the letter but missed one step.
She published a landing page without any words or pictures. It had the headline and the enquiry form but nothing else.
She launched her AdWords campaign to the empty site. About a month later she asked me for help. Her quality scores were mostly 2s and 3s. CTR was decent but the landing page experience was below average. She couldn't understand why Google didn't like her site because she was getting enquiries every day - about 9% conversion rate. It turns out that some significant number of people will fill in an enquiry form on the strength of the advert they clicked and the page headline alone.
If you can't (or aren't brave enough to) get rid of elements you can reduce their negative impact by making them less prominent. Try moving them lower on the page or making them smaller.