Landing Page Optimization for Higher PPC Conversions
When you’re managing a PPC campaign, getting traffic to your site is only half the battle. The true aim is converting that traffic into conversions—be it getting people to submit a form, sign up for an email newsletter, or make a purchase. That’s where landing page optimization comes in. Here at Orion Digital, we realize that a well-crafted landing page can be the difference between a click and a conversion.
So, how do you optimize your landing pages for improved PPC conversions? Let’s take a look at some of the most important strategies, along with examples that illustrate how small changes can make a big difference.
- Match Your Landing Page to Your Ad Copy
When a visitor clicks on your ad for one reason and ends up on a page that delivers something completely different, they will probably bounce. Mismatching your ad and landing page causes confusion and an increased likelihood of losing that prospect.
Suppose Orion Digital is running a PPC campaign advertising a special promotion for “free SEO audits for e-commerce websites for your brand.” If the landing page is a generic SEO services page and does not explicitly mention e-commerce, visitors may feel deceived. They may leave without even thinking about the offer.
Tip: Make sure your landing page delivers on the promise made in your ad. If your ad is advertising a certain offer, your landing page needs to emphasize that same offer and let visitors know what they will receive when they act.
- Keep Forms Simple and Easy to Fill Out
No one likes to complete long forms. The more form fields you have, the greater the chances that a visitor will quit the form before finishing it. When optimizing for conversions, make your forms as minimalist as possible.
Suppose your brand is running a PPC campaign for free digital marketing advice. The initial form requests the nitty-gritty information first, including the size of the company and revenue. There is friction caused here, and most visitors won’t make it past the top of the page.
By simplifying the form to request only the fundamentals—such as name, email, and phone number—conversions increase because customers can easily fill it out without being bogged down.
Tip: Request only the information that you actually need immediately. You can always gather more data subsequently when the lead is more interested.
- Use a Clear and Compelling Call to Action (CTA)
Your CTA is the most critical element of your landing page—it’s what informs visitors what to do next. If your CTA is ambiguous or uncertain, visitors will exit without acting. Ensure your CTA stands out and informs them precisely what they have to do.
Example: Orion Digital is providing a free eBook on PPC strategy. If the CTA is just “Click Here,” it is not very enticing. But if the CTA is, “Download Your Free PPC Guide Now,” it clearly makes the value and sense of urgency of the action known.
Tip: Write action-oriented copy that informs visitors precisely what they’ll receive. “Start Your Free Trial” or “Claim Your Discount” are far more compelling than vague terms.
- Make Sure Your Landing Page Is Mobile-Friendly
More individuals are searching the web on their mobile devices than ever before, so it’s critical that your landing page is awesome and functions properly on smartphones and tablets. A page that’s hard to use or slow to load on a mobile device will rapidly send visitors elsewhere.
Suppose your brand has a PPC campaign for a new software product, but they see conversions are down on mobile. They test and find that the landing page isn’t optimized for mobile—text is too small, buttons are difficult to click, and the page takes too long to load.
By redesigning the page to be mobile-friendly, with bigger buttons, faster loads, and a layout that adjusts to smaller screens, mobile conversions are greatly enhanced.
Tip: Test your landing page on several mobile devices to make sure it appears nice and works properly on all screen sizes. Google’s Mobile-Friendly Test is an excellent resource to test your page’s functionality.
- Incorporate Social Proof and Trust Signals
People are more likely to convert if they observe that others have trusted and gained from your service. Including features, such as customer testimonials, case studies, or client logos, will be able to create credibility and trust with your audience.
Example: Orion Digital is executing a PPC campaign for a marketing automation software. They include trust-inducing factors by adding reviews of happy customers and showing logos of prominent firms who are utilizing their tool. They also place a badge that indicates the tool is secure and GDPR-compliant.
Tip: Show trust indicators such as client logos, testimonials, case studies, or security badges to make sure visitors know that they are making a smart and secure choice by converting.
- Ensure Your Page Loads Quickly
Slow-loading pages are a conversion killer. If your landing page takes too long to load, visitors will get frustrated and leave before they even see what you have to offer.
Example: Orion Digital notices a higher bounce rate for their PPC campaign landing page of your brand. After testing, they realize that large images and uncompressed files are causing the page to load slowly. After optimizing images and reducing file sizes, the page loads faster, and conversions increase.
Tip: Use tools like Google PageSpeed Insights to test and improve your page load speed. Make sure to compress images and optimize scripts for faster performance.
- Test and Optimize Through A/B Testing
Optimizing the landing page is a continuous process. What brings results today can bring none tomorrow, so constantly test various forms of your landing page to figure out what compels the optimum performance.
Suppose you have a food restaurant, and there are two variants of a landing page for its PPC campaign, one featuring an explanation video of the immersive experiences you offer and how the food is made and another featuring plain text and pictures, showcasing the restaurant menu. On testing, it shows that the one with the video is more engaging and also generates more conversions.
Tip: Conduct A/B tests on various aspects of your landing page—headlines, CTAs, images, and even colors. Ongoing testing allows you to determine what works best with your audience and continually optimize your conversions.
- Use High-Quality Visuals
The images on your landing page can have a huge influence on how visitors perceive your brand. Quality images and videos not only make your page appear more professional but also enable visitors to connect with your offer on an emotional level.
Example: Suppose Orion Digital is performing a PPC campaign for a new design tool, but their landing page has generic stock imagery that does not resemble the product. After replacing stock images with custom images demonstrating real examples of the tool being used, visitors resonate more with the product, and conversions increase.
Tip: Incorporate relevant, good-quality visuals that represent your product or service. Images from real life or product demonstrations can make the experience feel more real and engaging.
Conclusion
Landing page optimization is perhaps the most powerful means of enhancing PPC conversions. By matching your content to your ad, streamlining your forms, making your CTAs clear and compelling, and optimizing your page for mobile, you can provide a smooth experience that will prompt visitors to act.
At Orion Digital, we recognize that small changes to your landing page can equate to significant improvement in your outcome. By constantly testing and keeping an eye out for the smallest details, you’ll be able to observe a significant difference in your PPC conversion rates—which translates to more leads, sales, and an improved return on your advertising budget. Optimize your landing pages today, and see your PPC campaign performance skyrocket!
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