If you use pay per click (PPC) advertising as part of your Internet marketing efforts then you’re probably already aware of the importance of effective landing pages.
Landing pages are those pages that your website visitors are delivered to after clicking on one of your PPC adverts.
Depending on who you speak to, you only have anything from 10 to 30 seconds in which to grab and keep your visitor’s attention. Unless you’ve money to burn you should be continually testing and tweaking your landing pages as well as your PPC ads in order to have the best conversion rates, whether they be conversions into sales or newsletter signups.
One of the most common problems I see with people’s use of PPC ads is that they don’t give what the person clicking the advert was expecting. Think about it. If someone clicks on one of your ads then it’s because they want what you’re offering. If you don’t immediately give them that something or find a way to captivate them enough to follow another step then you’ll just disappoint the visitor and they’ll click away.
Have you ever clicked on an advert for a specific item only to be led to a website’s homepage instead of a page relating to that specific item? You’re then forced to continue searching within the website or likely you’ll just hit the back button on your browser and pick another website.
Unless your landing pages are effective at persuading the reader to commit to the next stage in the sales process, you won’t be getting the best return on investment (ROI). If you know you’re not getting the best ROI then have you asked yourself why?
Perhaps, it’s down to a lack of knowledge; not knowing what to try or what makes a landing page more effective. Every instance is different, but there are guidelines you can follow to help you get started. You should always test for your own specific situation because it’ll be different from anyone elses.
Here’s some interesting reading to help you get started:
Optimizing landing pages.
As pay per click becomes more and more popular, the likelihood of an advertiser increasing the amount of profit they receive from a PPC campaign appears impossible doesn’t it? But, as you explain landing page optimisation is a fundamental factor that can improve PPC profitability. Here’s a detailed white paper that explains why and how an advertisier should optimise their landing pages for PPC and how to implement usability optimisation on landing pages to increase conversions more so: http://www.sayu.co.uk/landing-page-white-paper.html.