Building the perfect PPC landing page

How can you ensure your landing pages are effective? A good landing page is an essential element of any PPC conversion path. Although we can use a number of different strategies to drive traffic to a website, what users do once they arrive will be directly determined by the landing page. 

Thus it is critical that this page engages users with your brand whilst also funnelling them toward completing a desired action, whether a sale, form completion or any other type of conversion. Considering these 10 essential elements when creating a landing page will help improve your conversion rate and return on ad spend.

1. Avoid distractions and reduce friction

You’ve already done the hard work by standing out against the noise of newsfeeds, websites and search results, but getting clicks is only half the battle. You now need to make sure that users stay on track until they convert. 

Initially this means ensuring your site loads quickly and cleanly as any delay or issue could result in a user leaving before they have even seen your page. From there, the design and imagery needs to grab a user’s attention immediately whilst also clearly signposting the next step in the conversion path.

Any links that lead away from the core path to conversion should be avoided or minimised, alongside any messaging that deviates from the path.

You should also look at where you can reduce friction within the conversion path itself. For example, only include essential fields on forms and introduce one-click payment.

2. Use simple layouts and white space

The first point to consider in terms of minimising ‘noise’ is in the general design and layout of the page. Simplicity is key here, to avoid users dropping out of the conversion path. All elements of the page should be carefully considered in terms of function and how they help drive conversions. Remove anything that doesn’t contribute directly to the main goal and make sure the remaining elements are organised in a clear manner.

3. Implement a clear call to action

The central message should be a clear call to action, communicating the exact action you want users to take. Ideally users will already know what this action will be from the ad, but this should then be reaffirmed on the landing page. 

Your call to action should be above the fold and and stand out. If there is additional information on the page, then include the call to action again, either in the middle or at the bottom of the page, keeping it in the user’s mind.

4. Highlight your value propositions and any USPs

Your call to action will establish the next steps you want your users to take. However, you also need to highlight why a user should take that action. How will your product or service benefit them and choose your product or service over a competitor’s?

Use bullet points to convey the value, key features and unique selling points without distracting from the core conversion path.

5. Build trust in your brand

Another important function of your landing page is in building trust in your brand. Include reviews, ratings or testimonials from satisfied customers and use a third-party review platform for an additional layer of credibility.

Don’t forget any relevant accreditations or certifications, and ensure your messaging is aligned with your brand identity and tone of voice. If the look and feel of your landing page idoesn’t match your creative, the experience can be jarring and cause users to exit.

6. Implied urgency

Consider how a subtle sense of urgency can be conveyed with your messaging, nudging users to convert. However, avoid being too heavy-handed and always ensure messaging matches your brand identity, your call to action and any other copy.

7. Align your message across touchpoints

Being consitent creates a frictionless conversion path and emphases the key parts of your messaging. Keeping your message aligned across your ad, keywords and landing page copy will also help improve your relevancy score within Google and refine your traffic. It also develops trust in your brand.

8. Include images and video 

Imagery and video can be a great way of gaining a user’s attention and delivering information clearly and efficiently. However, it’s important to ensure that any assets you use adhere to the above points. Make sure that the core message remains clear and consistent in driving the users toward a specific conversion action.

9. Ensure you are tracking the right conversions

With your landing page designed in a way to drive users towards a specific conversion action, it’s crucial to ensure that these conversions are being tracked accurately. This will allow you to review the performance of your page and determine how effective it is.

You can then look to test different versions of the page and see the effect these changes have on your conversion rate. With Google Analytics implemented correctly, you will also be able to set up additional tracking to analyse how users interact with your website and what might be causing them to drop out of the conversion path.

10. Test different versions of your landing page

If you’ve followed the points laid out above then your landing page should be set up to effectively drive conversions.

However, by A/B testing different elements of the page you can fine tune it on an ongoing basis to further improve your rate of conversion. Testing different layouts and messaging can help provide important data in terms of what resonates with your audience, allowing you to find the right mix to increase conversions and return on ad spend.