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Top 3 Landing Page Tips to Convert Clicks Into Paying Customers

From PPC Summit

Is your landing page working FOR or AGAINST you? Landing pages that don’t convert are a common complaint from PPC marketers–we hear this over and over at our PPC Summit training events. PPC advertisers spend so much time and money to get the click through, but somehow they lose the potential customer in a split second after landing on their web page. We conclude that PPC marketers spend so much time perfecting their pay per click ads that the landing page becomes an afterthought. This is a huge pay per click marketing mistake!

Now is the perfect time to fine-tune your landing pages so that you can gain more customers and put more dollars back in your pocket–especially with the busy holiday season coming up! Following are three things you can do to make your landing pages convert better.

Top 3 Tips to Convert Customers with Effective Landing Pages

1. Use Effective Calls-to-Action: A rule of thumb in pay per click marketing is to direct potential customers to what you promised them in your ad–the landing page should mirror your ad. If the ad says ‘SAVE 50%’, then it should be on the landing page too. To help entice the visitor to buy your product now, always include a Call-to-Action like: Order Now & Save 50%, Offer Expires in 24 hrs, Buy One, Get One Free. And make sure you give the potential customer clear direction and tell them how to act in one or two simple steps.

Most search engine marketers use the call of action they’re comfortable with, but you have to understand your customer needs and wants. What it boils down to is putting yourself in your customers’ shoes and finding out which Call-to-Action method works best.

There are a couple of ways to do determine which Call-to-Action works best with your customers:
    a. You can run a PPC split test campaign. This will give you some concrete data to comb through.
    b. The easiest way is to just ask, ie, put a poll on your site. With free polling software, you can have a poll up and going in minutes and gain invaluable feedback directly from your customers!

2. Ask for a Little; Get a Lot: Don’t require visitors to give a lot of information in order to take advantage of any offer you may be running. In fact, you want to ask for as little info – initially – as possible. Consumers are very wary about giving out personal information. Once you gain their trust over time, you can do more progressive information gathering. This is why you’ll see so many pay per click campaign offers that only request an email address to “Get the free, downloadable report instantly”.

3. Create Customized Landing Pages: Many pay per click marketers use one landing page and let it do all of their selling/converting traffic. But, each landing page should have its own set of keyword phrases and be customized for the particular promotion at hand. Again, this goes back to putting yourself in your customer’s shoes.

While it may be more expedient to use one standard landing page, your customers don’t care about that. It’s important to take the time to create custom landing pages to connect with the buyer looking for the specific product/service in your ad. And creating more than one landing page is most effective in reaching ALL customers, those who may be early on in the buying cycle and those who are ready to buy now.

Giving your customers what they need–when they need it–is a sure-fire way to higher conversions. This is why it’s important to test, test and test some more in pay per click marketing.