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Beyond PPC: Creating Landing Pages That Convert

Phillip Reinhardt

There is no proven scientific method for creating a perfect digital marketing campaign. There are definitely some things that you can do to improve your chances of converting prospects to customers, but even when you’re following the formula you will likely need some tweaks based on your audience, your brand and your market position. Once you have fully optimized your PPC campaign, you’re all set and are ready to sit back and roll in the dough as your offer automatically begins converting window shoppers into buyers — and dedicated advocates for your brand.

Not exactly.

In fact, creating a PPC campaign that pushes people through to your website is only Step 1 in a multi-phased process of grabbing the attention of new prospects and ultimately customers. The next-most-important step is found on your landing page, which people will bounce off of in droves if your offer is not compelling or doesn’t match their expectations from the ad. Creating landing pages that truly convert requires time, patience and a lot of testing.

Removing All Friction

Friction on a landing page is anything that might cause the potential buyer to think twice (or three times) about what they’re purchasing before they hit that all-important “Buy Now” button. Friction could be poor load times on your website, a video that auto-launches and isn’t immediately engaging, grainy or poor quality images and more. Videos are an excellent option for landing pages and can boost conversion rates in the majority of cases. The goal of the perfect landing page is a seamless experience from when the prospect first clicks on the ad until they input their payment information. The single most important job of the landing page is to offer just enough information to tease the prospect into a purchase, but not so much that the reader loses interest before they make a buying decision. One critical element is the placement of the call to action button on the page.

Placing Your Buttons

There is a concept from the time of newspapers (ahh, the good old days!) where content would either be “above the fold” or “below the fold”. The stories that were placed above the fold of the newspaper were considered to be the top headlines, the most important news or the one item that you wanted to be absolutely certain that people would see. While there’s technically no “fold” on websites, there is what we call a viewport — which essentially describes the area that you’ll see on your screen before you have to begin scrolling.

Now, viewports change sizes based on the type of device you’re on, as a desktop computer with an oversized monitor will show much more real estate on your website than a smartphone screen. Check the analytics on your website carefully to see how much room you have to play with, and be sure to get your primary call to action above that magic line. A recent study shows that content above the fold receives as much as 84% higher engagement and views than information that slides to the second viewport.

Focus on the Message

If you’ve done your job correctly in creating the landing page, there is a single call to action. Just one. Not: ‘Click here to buy!’ and ‘What about this option?’. Rigorously remove everything from that page that doesn’t lead directly to the visitor taking the action that you desire. This can include removing additional site navigation, distilling the messaging points to only those needed to sell the message or action, or reducing the number of headlines and subheads that you have on the page. Be brutal with your (digital) red pen, and edit heavily to keep the messaging clean.

Provide an Incentive

Provide An Incentive

You want your visitors to take an action, such as making a purchase? Great! Give them a compelling reason that simply will not allow them to navigate away. Your offer should be over-the-top amazing, but if you really want to get people to buy in — provide them with free shipping. According to ecommerce-nation.com, free shipping not only reduces cart abandonment rates but can also increase the size of shopping carts! Free shipping options shouldn’t mean that you lose money on each order, but instead that you’re offering buyers a reasonable way to reduce what they consider a “wasted fee” in the form of shipping charges. Most people would strongly prefer to buy additional products where they receive value for their dollars than sink their money into a shipping fee.

There you have it! Crank up your sales volume by boosting page load times, reducing clutter and providing a value-add offer that your prospects simply can’t ignore. You’ll be well on your way to true PPC conversion success! Want to get started on your digital marketing strategy today? Contact our team at PBJ Marketing by filling out our quick online contact form or calling us at 646-770-3271.