There is some debate as to the value of landing pages that don’t link to any other source on the
web site. Some experts think that once you’ve pulled visitors to the landing page, then the more
you engage them, and the more likely they are to return to your site and eventually reach a goal
conversion. That may be true.
Using that assumption, there would seem to only be one kind of landing page: the landing page
(like the one shown in Figure 7-1) associated with a PPC campaign. However, there is a second type
of landing page — organic — that’s primarily for users within your own web site who click through a
link or advertisement you have created. These pages are designed a little differently than the landing
pages used for PPC ads. Essentially, however, these pages require the same efforts during creation
and testing that landing pages for PPC ads require.
One more tidbit about landing pages before going through the list of elements that should be included
in such pages. It’s usually a wise idea to create several different landing pages and test them to determine
what type of page works best for your PPC ads. It’s even possible you’ll learn that your PPC landing
page should be a dynamic one that changes with each visitor who clicks through the link in the
PPC ad. This is a determination that you make only through testing.
When you’re creating your landing pages, you want them to be an extension of the PPC ad for which
they are designed. For example, if you’re advertising Navajo turquoise jewelry, your landing page
should first be targeted to the correct market. It will only confuse visitors if they’re expecting Navajo
turquoise jewelry for people and they find turquoise jewelry for (or on) dolls. To further extend the
concept of understanding your audience, your landing page should also provide what’s promised. If
your ad promises Navajo turquoise jewelry and your visitors find anything else, they’re not going to
stick around to learn about what is there. Finally, just as you would use a call to action with your PPC
advertisement, you’ll want to also use such a call on your landing page. The purpose of the landing
page is to create conversions, and you have to ask for the sale (or other interaction) to receive it.
Keep in mind that your call to action might actually be for the user to sign up for a newsletter,
or to participate in a survey. Whatever that call to action is, present it to your visitor on the landing
page.
Here are some additional tips to help you design landing pages that convert visitors who click
through your PPC ads:
- Create specific landing pages for each PPC ad. Individual landing pages allow you to tailor
the pages to specific audiences, which can increase your chance of conversion.
- Quickly orient the visitor with the purpose of the landing page by using direct and concise
headlines. When users click through an ad to your landing page, they must immediately
see that the page will help them reach whatever goal they have in mind. If they don’t
see this, they’ll just click back to their search results.
- Don’t overcrowd your landing pages. Too much information, too many graphics, and too
many multimedia elements can make it difficult for users to load your landing page. Even
if they do load it, they’re likely to become sidetracked by overstimulation. Keep pages clean
and include plenty of white space.
- Include everything that visitors need to complete a conversion. That means users should
be able to sign up for your newsletter, make a purchase, or fill out a form, all on the landing
page. If users have to click much deeper into your site, you may lose them.
- Test, test, test. You’ll hear that mantra over and over again associated with many different
SEO strategies. For landing pages, you may have to test several versions before you
find one that works for the ad you’re currently running. Then, when you change the
ad, the landing page will need to change, too. It’s an ongoing process that’s never quite
finished.
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