Are visitors finding what they are looking for when they click on your online ad? The conversion rate on your landing page will be able to effectively answer this question. The most important piece in any pay-per-click marketing effort is the landing page. If your visitors are finding what they are searching for, both you and they will be happy and your numbers will show it. So how can you be sure to optimize your landing page and “land” a higher number of conversions? Here are five strategies that can help.
When people search for something on Google or other search engines, they are doing just that, searching. You may be surprised to know that both Google and your website are punished if they don’t find what they are looking for. One way of pleasing site visitors is by keeping your ad text consistent with your landing page text. When people see that your landing page is consistent with what the ad they clicked on they will be happier with their experience and this will lead to higher conversions.
Make Sure Your Landing Page Is Mobile Friendly
Sounds like a pretty common advice these days but you will be surprised how many sites and especially landing pages are not optimized for mobile. There is more to mobile optimization than just the right image size and easy navigation. You need to think about page speed as mobile users don’t like waiting. And you’ll want to minify code, leverage browser caching, and reduce redirects for that. You should also think about disabling popup signup forms, coupon code layovers and ads. As you probably know from your own experience, it can be difficult and frustrating to try and close these on a mobile device. These and other mobile optimization factors are big contributors to your sales, signups and other conversions.
Have A Clear Call-To-Action
What do you want visitors to do once they land on your website? Whatever your call-to-action may be it needs to be above the fold, very clear, and in plain sight. How can you expect a large number of visitors to convert if your call-to-action is at the bottom of a long landing page or blends in with all the other text? By helping your visitors effortlessly identify the purpose of the landing page and locate your call-to-action, you will also be helping yourself and your ROI.
Add A Video
Another great way to keep visitors on your landing page is by adding a video of your product or service. People love when they find a short helpful video that can help educate them about a product or service they are interested in. You may also want to have your video auto play once a visitor lands on your page, Facebook interaction went up 75% once they started initiating auto play video. This is definitely worth trying if you haven’t done so yet.
Use Your Customers Tone & Voice
If visitors run into the same generic information and marketing on your website that they see everywhere else, your page will just be white noise. Be sure to be real with your visitors and give your landing page a tone of its own. Try using the voice of the customer instead of fitting as many buzz words on your landing page as possible. Think of your target customer’s real wants and needs and tailor your page to them.
Landing pages are very important and can be a never ending battle for a greater ROI. A/B testing is a great way to figure out what works best for your online ads. By optimizing your landing page and converting more and more visitors to customers, you are essentially adding every new dollar to your bottom line. If you have questions about increasing your conversion rates on your landing pages, contact our team at Tractus.
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