Landing pages will play a very crucial role in your success as a pay per click marketer, and how you lay out your landing page can make all of the difference. Here are a few quick tips on how you can improve your landing pages and possibly increase your conversions. Remember, if you can split test your new modified landing page (after changes) vs. your original land page design, do it! If you continually modify your landing page with improvements or ways to better serve your customer/traffic you can heavily increase your earnings. How much more would you be making if you increased your conversion rate by only 1 or 2%?
REMOVE SITE NAVIGATION:
In most cases, when you have someone visit your landing page, you do not want them to jump around your site or possibly click and link and leave to another. If you have any type of site navigation that is distracting your site visitor from the one or two tasks you want them to take, remove them! If your navigation or site information is important and needs to remain on your page, place them near the bottom.
KEEP IT SIMPLE:
As much of a marketer or designer that we are, keep your landing pages simply and extremely easy to navigate. I know I can pretty much tell 100% of the time what parts of a web site are advertisements and what is trying to get me to go into a lead process, but that is because that is what we do for a living. Keep your web site simple and to the point.
AUTO-POPULATE & OPTIMIZE FORMS:
Another step to keeping your landing page simple. If you are using email to promote a campaign, or working in a co-registration type process, you should be able to collect previous information from the user and auto-populate that into your existing page. Not only will this save the user time, but it will heavily increase them in filling out the form if they only need to click SUBMIT or enter a couple more fields.
There are so many landing pages and forms out there that aren’t optimized. Don’t you hate when you go to a site and the TAB button isn’t working on the form and you have to click to each field! Imagine how badly that is killing conversions. If just 1 or 2 people out of every hundred get annoyed and leave, that is lost money. Allow your users to jump around the form process using the TAB button.
DON’T ASK FOR TOO MUCH INFO:
Why are ZIP and EMAIL campaigns so successful? Simple, they don’t ask for much. (on the first page at least). If you are looking to gain subscribers for a newsletter, ask for their email… it isn’t important to collect their full postal information if you are only emailing them. Also, too many forms out there have a RESET button… what’s the point, I don’t think many people out there are filling out the whole form incorrectly then need a button to reset it all over. In more cases than not, people will accidentally click the RESET button instead of SUBMIT. Once they click RESET, they will be so angry, they will probably just leave your site. REMOVE RESET BUTTONS!
How many of you create a landing page, then go live with the campaign and if it works, it works… I’m guilty! I hate testing, especially when something works on the first try. Testing is the most important part of advertising. especially on pay per click campaigns. Let’s say you currently have a landing page that converts on 2% of your traffic and you are generating 50 leads a day off 1000 visits. If you take the time to play with your landing page and are able to increase your conversion by just 1%, you are looking at a 50% growth and 25 more leads per day. TESTING SUCKS, BUT IT WORKS!
These are just a few tips that may help you in your ppc and landing pages adventures. I will have a follow up post with more “quick tips” and advice later in the month. Feel free to add any additional advice in the comments area.