Running an advert through Google Ads is great but really, what’s the point if when viewers click through, they don’t convert?
Ok, let’s take a step back. What is a landing page?
A landing page is a page that is set up to increase your conversions. This might be getting visitors to download an eBook, subscribe to your emails, or make a purchase. This can be your homepage but more often than not, it’s a page that is built specifically for a campaign. This can be the launch of your eBook or an advert promoting the sale on your site.
Now, what makes a good landing page?
In my opinion, if I see an add that says, ‘Only the best deals to Rome!’ from a site like Expedia, then I expect to click through and see a webpage that has exactly that!
The first thing would be the HEADLINE. This should grab my attention and tell me or in this case reiterate what the page consists of.
A CLEAN DESIGN & MESSAGE would also be helpful and be easy for the visitor to navigate through. Don’t confuse them by adding various other elements on the page or try to upsell them. Stick to the message. If it’s flight deals to Rome, don’t give me a panel on the side that has deals to other places. Give them what they clicked for and highlight the benefits of purchasing it.
The third point to remember is to MATCH THE COPY with that of your advert. Repeating the same words in the same manner and consistency assures visitors that they’re on the right track.
Next, would be being RELEVANT. If I’ve clicked on a link to see the best deals to Rome, I don’t want to be taken to a page that has deals for Italy and have to search for the Rome deals.
Lastly, and probably the most important, a CALL TO ACTION. In order to convert visitors, you want them to either buy the product or fill out a form so make sure that information and that action is there on the page.
There are various other things that can be included in but these I would say are my top 5. In addition to this, as I always say, don’t be scared of testing out landing pages, whether it’s with the words used or the call to action. Test it out and see what works best for you!
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