The landing page you use in your PPC campaign is your chance to speak directly to your target audience on your terms. You’ve got a prospective buyer on your website; now you can speak to them without the restrictions or limitations of an advertising network. Further, there’s choosing the right keywords, which dictate the intent of your audience. There’s writing or designing a great ad, which determines your campaign’s click through rate and average cost per click. And furthermore, there’s converting the traffic you generate into users, leads and customers.
Below, we’ve listed five checklists of highly effective landing pages that convert.
1. A great headline
Your landing page’s headline is the first thing prospects will read after they arrive on your page, so it’s essential that you get it right. Great headlines explain your offer and clearly communicate its value. Bad headlines include all the wrong information without clearly defining what your offer is and how it provides value.
Aim to communicate your offer, its purpose and its value in a statement that can be read in three seconds or less. If you need to add more information, use a subheading. This improves the flow of your headline and simplifies your landing page experience for users. Since your headline is the first thing people will see after arriving on your landing page, it’s vital that you get it right. Perfect your headline before you move on to the rest of your landing page and you’ll set the tone for the entire user experience.
2. Use simple, intuitive forms
No matter how motivated your audience is, complicated forms are almost always a conversion killer. Simplify your landing page form and you’ll reduce the percentage of users who bounce as a result of feeling intimidated by your form process.
●Simplify. Remove any fields that aren’t 100% necessary, especially if they’re difficult for users to input.
●Remove ambiguity. If you need a user to enter their age, provide the correct format in your form text. If a user needs to enter their address, provide an example so there’s no confusion about where to put their street name or ZIP code.
●If you need a lot of information from users, split one long form onto several pages and add a progress bar so that users are fully aware of where they are in the registration process.
Here’s an example of a simple, intuitive form, from website optimization tool Optimizely:
3. Use images
Visual images are an essential part of any successful landing page. Of the 16 examples in HubSpot’s list of highly effective landing pages, 13 include either photos or digital graphics. Images break up dense text, make a subject feel more engaging, and provide a visual example of how a product or service works.
If you list testimonials on your landing page, add a profile photo of each person to reinforce the fact that you have real, satisfied customers. If your users have provided e-commerce product demo images, use them to show your product in action and give prospects a feel for how it works.
Images can make or break your landing page. Get them right and you’ll add a new dimension to your landing page, one that massively increases your conversion rate. Ignore them and there’s a serious risk that your page will read more like a textbook than engaging, persuasive copy.
4. Include a value proposition
Value proposition is the value of extent you are resolving a problem and it is an essential part of any landing page. Without a clear value proposition, people that arrive on your landing page aren’t likely to understand how or why your offer is worth pursuing.
- Lists the key benefit of your offer
- Explains what you do, who you do it for, and why it’s useful
- Lists secondary benefits and important features
- Communicates why your specific offer is the right choice
Unlike a headline or subheading, a value proposition isn’t always a single item. Instead, it’s a theme or ethics that repeats throughout your landing page, both in your copy, your images, your videos, your subheadings and your customer testimonials.
You can add to your value proposition by offering things that your competitors don’t, like a free consultation or a shorter contract period. You can strengthen your value proposition by offering features that ease customers’ concerns, like a free trial or money-back guarantee.
If your landing page has all the “essentials” but just doesn’t convert like it should, double-check that it clearly communicates your value proposition. If it doesn’t, users are unlikely to view your offer as something that provides a clear, unique form of value.
5. Check your compatibility and load speed
Load speed is one of the most frequently ignored factors in landing page optimization. It’s also one of the most important. 40% of users abandon a website if it takes more than three seconds to load, making it essential that your landing page renders quickly. Before you start sending traffic to your landing page, use Google’s PageSpeed Tools to analyze its performance. Identify weak points (such as large image files or poorly optimized code) to fix before you launch your campaign.