Choosing or creating a landing page is important to overall campaign success. Your landing page is what all of your other search marketing efforts were for and can either be the next step in the buying process for the customer, or the last step in losing a customer. Below are 5 qualities of an effective landing page to get the sale.
- Relevancy
- Listing Products on the Page
- Images
- Content
- Simple User Interface
Relevancy
If you are bidding on keywords that deal with cars, send the user to a page about cars. If the copy of your creative is about printers, send the user to a page focused on printers. Many advertisers still send their users to the home page. This gives the searcher options - too many options. If they are sent to your home page or a generic page, it is easier for them to get lost or frustrated and leave. Instead, send the user to a page that is most relevant to what they are looking for. This will also help with your quality score in AdWords. Using a landing page that is relevant to the keywords, creatives, and most importantly, the user, will increase your conversion rates.
Listing Your Products on the Page
Having the product you’re selling on the landing page can help you generate more sales. Instead of just sending the user to a general page about your site, show the user right away the products that are relevant to what they’re searching for. If you have a dating site, send the user to a page showing them people they could be interested in. If you are trying to them to buy music, have a list of popular artists. Having the products that you are selling on the landing page will allow the user to quickly decide if they are interested or not without having to waste time searching throughout your site. The easier you make it for them to find what they are looking for, the greater the chances tat they will convert.
Images
Let your visitors see what they are buying. A picture can instantly express ideas or feelings and users can see right away if what you’re offering matches what they are looking for. Images can also make a bland page look more exciting - and enticing to a potential customer. If you are trying to sell the user a delicious, freshly baked cake - let them see it. It may just make their mouth water enough to order it. Images allow you to quickly and easily promote the product you are trying to sell, if you use them correctly, you will allow the users to have a better overall experience throughout the entire sales process.
Content
Having relevant and appealing content on your page can help you in more ways than just with your SEO. After the user gets interested in your product from the image on your landing page, they will want to know more about it. Creating content that is informative and useful to the customer can aid in making the sale. Within the content, it is good to have information that speaks to a customer in a way that shows the qualities of the product and at the same time is telling them why they should buy from you. Also, have calls to action in your copy. Telling the user that they should “buy now” or “order today” will get more users to switch from browsers to buyers. Taking time to make sure the landing has this type of content will help you make the extra sale, help with your quality score, and even help with your organic optimization.
Simple User Interface
Your landing page needs to be easy to navigate for the user. If they can’t find the information they are looking for, they will leave. More importantly, having an easy to see action button can greatly help the performance of your landing page. The user has already read your copy, showed some interest by clicking the link, now you need to make it as easy as possible for them to complete whatever action it is you want them to perform whether it is to buy your product, download your software, or just ask for more information. If it is difficult for the user to perform the desired action, you will have less of them converting.
Using landing pages with the above 5 features will assist in the success of your search campaigns. All 5 boil down to giving the user what they are looking for and making it easy for them to convert once they decide they want what you offer. Accomplish this, and your campaigns will grow and become much more successful.
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