High converting landing pages are designed to focus on one thing and one thing only; they’re standalone webpages which are designed to receive online traffic with users’ who have a single intent, and your landing page is there to deliver. For this very reason they are used in conjunction with online traffic directed from Pay-per-Click (PPC) campaigns such as Google AdWords. Whether it’s for a mechanic shop or for a boutique retailer, each landing page must focus on a singular purpose.
The goal you want to focus on is creating a close relationship between your landing pages and the ad which is directing traffic to that page. If you can do this, not only will you increase the conversion rate (because you are providing information people are expecting to see) but you will also attain a higher Quality Score with Google. This is because Google will recognise that your landing page is coupled with the ad a user clicked on. So what does having a high Quality Score actually mean?
It’s a rating out of ten Google gives each keyword (used in your ad) based on its relevancy to users’ Google search. More than just scoring a reduced Cost-per-Click (CPC), you will also improve your Ad Rank.
What you need to remember is that your Quality Score is calculated at the keyword foundation. When a user enters a search phrase using specific keywords, and you AdWords ad is triggered, then if your ad is clicked it is imperative that your landing page copy contains that keyword. Google will determine how relevant your landing page and ad is based on this very element. If Google deems that it is a good match, then your Quality Score will increase. You can to an extent control this with the copy you choose to have on your landing pages. Don’t lose sight of the fact that your landing page is your chance to convert the customer on your page, so don’t think that drowning your copy in keyword heavy text is enough here.
Sadly, we see landing pages belonging to small to medium business owners which are suffering from a disconnect with the above. So many marketing activities online direct people to a business’ homepage and not a specific landing page, when the truth is your conversion rate could drastically improve if that traffic we being diverted to the correct landing page.
For this very reason we’re running an Optimise Webinar later in the month (18th November at 10:30 am AEST to be exact) on The Anatomy of the Perfect Landing Page. You can register for free here.
Ben Bradshaw, SponsoredLinX Founder & CEO, will be covering everything you could possibly need to know about how to create a high converting, optimised landing page. Landing pages are severely underutilised. You can also learn valuable information about your target demographics when you direct your online traffic to a high converting landing page, which can then inform decisions you make in relation to other aspects in your online marketing strategy. You can actually pinpoint what customer personas are converting well, and then you can devise new ways to target your marketing to them.
The scope for how landing pages can be used for offline marketing shouldn’t be ignored either. If you are still into traditional marketing methods, which are notoriously difficult to track and measure in terms of Return on Investment, integrating a specific landing page for these offline marketing campaigns can change that. For example, if you’re running a print advertisement, if you include a QR code, you can link any conversions from that add through measuring the engagement with your landing page – pretty neat huh?!
All of the above is well and good, but if your prospective customer has clicked on your AdWords ad on their mobile device, and your landing page isn’t mobile optimised, then all your hard work will be for nothing. As reported in Google’s Top Market Insights for 2015, 77% of Australians use a smartphone, which has increased by 48% since 2012. If your website and landing pages are not optimised for mobile viewing, you are missing out on conversions – pure and simple. True conversion optimisation doesn’t just take into account the content on your landing page and the ad it is related to, but it takes into consideration how someone is interacting with it. Don’t miss out on people who are searching for your business; get the right tools to help you create the high converting landing pages. To see how we can help call SponsoredLinX today on 1300 859 600.