An adwords campaign or a Pay-per-Click (PPC) campaign cannot be successful unless it is accompanied by an effective landing page. This is the webpage that the users can access after clicking the advert link. Although many websites even today opt for a homepage to be the landing page, it does not serve the purpose of converting large chunks of traffic to useful customers. Landing pages need to be customized and cater to one particular keyword, among many other tips and tricks. Here is a list of top ten tips of improving the landing pages and giving that finesse to the adwords campaign.
Content – Simple, Quickly Available, and Direct
The landing page should have specialized content where the text has to be simple and lucid to enable all types of readers to go through the page without giving much time to find out its meaning. The point should be driven home clearly and directly. Users too, should get what they are looking for quickly and easily.
Navigation – User-friendly, Simple
The tweaks used in making a website design unique often become tricky for the users to maneuver. Sometimes they don’t know how to go back to the original search site. Many a times they can only proceed if they sign up a form. These hamper the independence of the users and are also not user-friendly. So, take care to avoid these in your design.
Call for Action – Often
Call for action, such as buying a product, or signing up for a scheme can help make your landing page an effective one. You should also use multiple links of this kind to lure users to click the button anytime during their surfing.
The landing page should ideally showcase one point – buying or subscription, etc. Don’t allow users to get side-tracked with different links and pop-ups. Remain focused and allow the users to also follow the same technique.
Remove Long Forms
Today high traffic churning shopping malls don’t bother to ask for too much information about the customer. Ask exactly what you need to know to transact the trade. Coaxing and luring customers to sign up huge forms can only dither them from pursuing the buying endeavor.
Use Effective Encore Page
Encore page is the page you come across after you fulfill your transaction. Often, this page is under construction or without any relevant text. Sketchy work can give a wrong impression about your landing page.
Use Clarity in Design for All Types of Users
All elements – whether graphics or content – should be clearly delineated, so that users of different educational background, age-group etc. can understand the meaning of the content. You may have to use multiple landing pages that cater to different keywords and demographical segments.
Test and Change Landing Pages
When you have secured few landing pages, test them and see the results. The results start showing within a few days. If you are not satisfied, edit and re-launch the page.
Track All Activities
You need to track whatever is going on in the page. Using Analytics software for instance, would state the traffic behavior on links and content. You can also tag each link to know at which stage the customer left the scene.
Use Different Headers
You should also use different headers, lead statements, etc and test them online. Often, a phrase can work wonders for users who avidly become customers in no time. So, you need to hunt for those tricks in the landing page.
Nothing is constant – and, landing pages are evolving even today. Keep in touch with the latest trend and integrate them in the landing pages to ensure they become better and better.