10 Best Landing Page Tips & Tricks

Landing page optimization is one of the best methods to expand the performance of your PPC campaigns and boost your ROI.

In this post, we will be revisiting some of our hottest tips to provide you with the decisive guide to PPC landing page optimization. From simple tweaks to bold, show-stopping optimization strategies, every of the techniques listed below will have an instant impact on your conversion rates.

10. Keep the Messaging Between Ads and Landing Pages dependable

Sure, this might suggest like a no-brainer, but you would be impressed by how many advertisers fail to do this. If there is a disconnect between what the ad assurance and the landing page delivers, you may as well have a broken URL in your ad for all the good it will do.

As you can see, the landing page matches the ad properly, resulting in a predictable and relevant experience for the user. Again, this show is so obvious, but I have lost count of how many advertisers easily send PPC traffic to either their homepage or a generic splash page. Keep your messaging consistent! This is also essential from a visual perspective.

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Thoroughly Change the Sign-Up Flow of Your Landing Pages

Larry is fond of saying that small optimizations make for small results – and he is right. Changing button colors and font kerning might ambience like you are inspiring the needle, but in reality, you are wasting time and missing out on chances for huge conversions.

To see big results, you have to make big changes, and radically adjusting the sign-up flow of your landing pages is one of the immense changes you can make. Let’s see this in action, in an example from this recent blog post on expanding conversion rates

This landing page does not just provide prospects one method to sign-up, but three – each of which is positioned individuality to suit the individual requirements of the visitor. This is very clever, as it reinforces the sense that the user is in control and can determine their own course of action without being forced into rigid, linear decisions. Any modification to your sign-up flow you make, be sure to A/B test them first to make sure you are making good calls based on hard data. Speaking of A/B testing…

8. A/B Test the Position of Forms on Landing Pages

A lot of marketers target too much on landing page forms themselves, but far fewer deal with where those forms should be.

In the example above, the control page already had a strong conversion rate of around 11% prior to testing. The variant, however, performed even better with a conversion rate of just under 16%. This might not qualify as one of the show-stopping changes Larry generally advocates for, but it does prove that testing elements like form position can have a major effect on your conversion rates.

7. Make Your Landing Page Forms Mobile-Friendly

Ever completed filling out a web form on your mobile device? No? Mobile ads are so effective because they appeal to consumers’ aspire to buy something right now, which means your mobile landing pages – and their forms – require to make it as simple as feasible for them to convert while they are on the go.

6. Craft a Killer Call to Action

If you are still utilizing “Submit” as your call to action, it is time to rethink your strategy.

Calls to action are fabulously crucial. They can mean the difference between a bounce and a conversion, yet so many advertisers do not seem to provide them more than a few minutes’ consideration. Without a strong CTA, it does not matter how good the rest of your landing page is.

5. Use ‘The Voice of the Customer’ In Your Copy

Design considerations are very essential to the success of a landing page, but the copy is just as essential – if not more so. One of the best methods to create a compelling landing page is by utilizing “the voice of the customer.”

Far too many landing pages are filled with sleazy marketing buzzwords and terminology lifted straight out of sales training manuals. This is particularly evident among enterprise-level businesses, many of which seem to think the more illegible the language, the better. However, speaking to customers utilizing their language is far more effective, and will result in much higher conversion rates.

In this blog post about the voice of the customer explains that utilizing language that maintains prospects’ wants and requires is a powerful method to appeal to would-be customers. Finding the voice of your customer is not guesswork, though – it is an empirical, data-driven research process that identifies what your customers want and why, then structures your offering in a method that directly appeals to these desires.

Every selling point has been emphasized from the perspective of the advantages to the customer – not how technically exciting the software might be, not how many clients they have, or anything else that marketers tend to love advertise about their product.

4. Utilize ‘Power Words’ In Your Landing Page Copy :

Utilizing the voice of the customer in your landing page copy is powerful. Connecting this with “power words” can make your pages damned near unstoppable.

In this post about how to write an energetic landing page copy, I define how utilizing power words in your copy can take a compelling message and make it almost fascinating. However, utilizing power words is about much more than selecting certain words or phrasing correctly; it is about structuring your copy in methods that appeal to your prospects’ emotions.

The incorporation of a single word – “again” – in this context is powerfully effective. By saying, “Make home feel safe again,” the copywriter is involved that home used to feel safe, but does not anymore. This copy subtly manages prospects’ fears, making this a remarkably efficient line of copy.

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3. Include Video on Your Landing Pages

Including video on your landing pages can be very powerful, especially if you are trying to transfer a complex idea without bogging your visitors down with reams of text. Video is also an excellent method to reinforce your overall messaging and branding.

2. Utilize New Ad Formats and Get Rid of Your Landing Pages Altogether

For our final two landing page tips, we are busting out the big guns and advocating for a truly bold strategy – getting rid of landing pages altogether. This might suggest unreasonable, but today, there is actually no real requirement to force prospects to a landing page at all.

In another example about expanding conversions without touching a landing page, there are various new ad formats accessible to advertisers that eliminate the requirement for landing pages. Comparatively than damage conversion rates, these new ad formats can prove to be even more effective than the traditional funnel approach.

1. Use Call-Only Campaigns

Our final landing page conversion optimization tip is another that removes the requirement for landing pages altogether. The reason this is our top tip is because, quite easily , it drives the others out of the water in terms of its potential effect on your conversion rates.

On average, users are NINE times more likely to translate from a mobile SERP than a desktop SERP. When you combine this with the fact that calls to businesses are worth at least three times as much as clicks, there is a powerful case for abandoning the traditional landing page by utilizing Call-Only campaigns.

AdWords’ Call-Only campaigns confess you to consists of a clickable phone number as part of your ad. This really replaces the traditional URL altogether, meaning that your ad lets visitors call your business directly from your ad – no clicks, no web forms, no landing pages.

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