Once your potential customers click through your pay per click ads, they must land on an effective landing page for you to convert them. A conversion occurs when a visitor to your landing page takes a design action such as a purchase, download or form fill.
A landing page is a web page that allows you to capture a visitor’s information through a lead form. A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular eBook, or visitors who click on a pay-per-click ad promoting a specific campaign. Therefore, it’s important to build a unique landing page for each of the offers you create. You can build landing pages that allow visitors to download your content offers (eBooks, whitepapers, webinars, etc.), or sign up for offers like free trials or demos of your product.
OPTIMIZING LANDING PAGES
Creating landing pages allows you to more effectively achieve your goal of converting a higher percentage of your visitors into leads. This is because landing pages make the process of receiving an offer much simpler for your visitors, since they don’t have to navigate your website to find the page they’re looking for. Sending your visitors to landing pages also eliminates any confusion about what they must do to receive your offer, which keeps them from getting frustrated about not finding the form, or deciding that it’s not worth their time to figure out how to go about the process.
Thus, directing your visitors to a landing page — the exact page with the offer and the form they must complete to get it — makes it more likely that they will complete your form and convert into a customer.
Few strategies to look into
- Writing persuasive copy
- Design neat and easy-to-read landing pages
- Include relevant and prominent call to actions
- Set up split A-B testing landing pages
- Use of your logos and color to highlight your brand.
- Including a form on the landing page
- Measuring the actual number of contacts coming from the landing page
- Track key performance on all pages and constantly testing the landing pages
- Remove elements that may distract eye path from flow toward the goal
- Optimize the PPC landing pages for natural search
A good landing page that includes aspects listed above will keep your potential clients involved and get them to take the desired action.