Keys to Optimize Your Pay-Per-Click (PPC) Landing Pages Successfully
If you create Pay-Per-Click landing pages but fail to optimize them properly, your eCommerce business will be dead before long for no reason. This is particularly true now when mobile devices are the go-to option for the vast majority of consumers.
The fact that more than 3.5 billion people use smartphones means you need to optimize the landing pages in this manner if you are serious about attracting this important market segment. Through this strategy, you simplify the purchasing process and increase conversions. With these details in mind, let us now check out the top keys to optimizing your Pay-Per-Click landing pages successfully.
Create Targeted PPC Pages
Before you start your PPC campaigns, you need to step back and target the web pages where your clients need to land to their unique goals. Since traffic responds to the target keywords in your advert, be sure they do not get anything different. Otherwise, almost none of them can convert.
In other words, be sure that the landing pages are responsive to their exact needs. The search queries can help you to determine that.
Often your homepage cannot serve that purpose despite the misplaced notion that it does.
A home page is best for curious explorers, as it has several goal-oriented messages. However, if your ultimate objective is to increase conversions, it helps to funnel them on a page that focuses on that one specific goal. However, in some cases, you can also direct them to other information that they may need before they convert.
Develop a Captivating SEO Optimized Headline
Many people lack the patience to read or watch everything that you present on your landing pages and rely on the headlines to determine whether it is worth their attention or not. Take the opportunity to create an eye-catching headline that clearly explains to your leads the purpose of the page or get an efficient writer to do it for you. Of course, this part must be relevant to the search terms as well.
Moreover, be sure your titles and your category headings complement the primary headline.
Create a Goal-Oriented Call-to-Action
Do not let the visitors decide on their own what they need to do once they land on your site. If you do, many of them can fail to make a buying-decision or turn to your competitors that use a strong and relevant call-to-action message.
If you are asking what a strong call-to-action communication is, the answer is a simple message that encourages your potential customers to engage with the website and convert. Other than a few sentences that clearly prompt the visitors to make a favorable decision, you need to include the relevant, responsive buttons.
Some of the popular buttons that you should consider for this purpose are “Register Now,” ‘Add to Cart,” “View on Amazon,” and “Buy Now.”
Remember that these buttons need to appear in strategic locations on the PPC landing page. You want to encourage visitors to act when it is most convenient to do so.
Optimize for Mobile Devices
Ensure the individuals who prefer using mobile devices to shop have an easy time to interact with your site and convert. They should be able to read or watch all the relevant content with incredible ease.
When it comes to the CTA button or forms, be extra careful. Some of them often fail to work on mobile devices, and if this is what you are experiencing, you can lose more than half of your leads for no apparent reason.
Do not take chances if you want to avoid the possibility of having a high bounce rate. Run tests on the relevant devices and on as many browsers as possible. You can use the Google Mobile-Friendly test tool. If you notice any problem, be sure you fix it promptly.
Include Social Proof
Your visitors do not care how much you have invested in your PPC landing pages if they do not believe in you. For you to be able to establish credibility, make the visitors see that others value your landing pages. Ensure they are able to see social media channels where the same page they are on has been shared.
If Facebook or Twitter audiences have been engaging with the page, you can provide the stats. Most people simply include the number of “likes” on the fixed bar that appears on the sides of the pages to display how people are happy with them.
Other than using social media, you are able to make case results, testimonials, relevant badges, and before-and-after sections some of the amazing components of your landing pages and reap the results.
Since people are social beings, the simple act of providing social proofs is enough to entice many of your visitors to take the desired action.
Use Relevant Images
Choose large high-resolution images to boost your conversion rates. Since visuals are effective at catching the attention of viewers, ensure you include them on the PPC landing pages. Limit the use of text to essential descriptions and guidance.
Conduct A/B Testing
Optimizing Pay-Per-Click landing pages is a process that never ends, especially if you are doing it right. From the beginning, you need to test the pages to be able to determine which of them resonates with your audience, as you desire.
To get useful data, you should ensure each of the variants contains distinct colors, calls-to-action, layouts, images, content, and others. If possible, start with 2-or-3 pages. Once you are confident that you have accurate data, remove or improve the underperforming ones, and keep the ones that are delivering optimal results.
Note that you need to use several landing pages to get the opportunity to conduct reliable A/B testing.
Optimizing Pay-Per-Click landing pages can appear complicated at first for some people. You are required to be considered and focus on enhancing the customer experience. Besides, you need to be patient and use all the above keys. If you have no time to look at all the marketing elements and follow the right process, you may consider hiring an experienced expert with the required skills to handle the work for you.
If you fail to optimize your PPC landing pages, you cannot reach your highest potential. Since the resources you invest in this process are worth it, you should not hesitate to act appropriately.