There are so many components of a great landing page and one that works for one business might not be right for another. In this post I’ll share 3 landing page optimization strategies you can us to increase your conversion rates. Ready?
Once a searcher clicks on your ad they can go to any url you designate:
This is where the problems start for paid search advertisers.
When I step into a new client’s account for the first time, I ask is “Why would a prospect give you ANY of their information?”
Most clients can’t answer that question.
And without properly answering that question a PPC account will die.
[Tweet “99% of PPC is ALL about AFTER the prospect clicks on your ad.”]
- Does your landing page answer the user’s question?
- Is your landing page parallel with their stage in the buying process?
- Do they have any incentive for raising their hand to say they’re interested to hear more from you?
- What happens after they’ve converted and gave you their information?
- These are all questions that need to be strategically mapped out before you even begin setting up your Adwords account.
I am a firm believer in spending the majority of my time in Adwords planning the process the user will go through.
Without knowing what your end game will be there is no way the user will be able to accomplish the goals you have set for him once they click your ad.
So how do you create a landing page that converts higher than any other landing page you’ve ever created before?
I have 3 essential landing page optimization areas that will help you create winning landing pages that convert users:
#1 START BACKWARDS
When a small business owner wants to get started with paid search marketing they quickly learn that no other platform has the potential to drive traffic quite like Google Adwords, so they start there.
They set up their Account, create their first Campaign, make their Ad Groups, add some Keywords, click “Save,” sit back and wait for the leads to roll in.
If only it was that easy.
What they soon realize is that they are spending so much money, not getting any leads, and ultimately throw their hands up in the air in a fit of frustration and “Adwords just doesn’t work for me.”
Here’s the problem:
They had no end game in mind.
[Tweet “Get your #PPC end game mapped out or die.”]
They spent their time learning about Keyword matching types and Account Settings, but they didn’t take the time to map out the process (funnel) the user will go through once they click the ad.
Without strategically starting at the end and developing a road map, the user has no idea what they are supposed to do once they land on your landing page.
Here are 4 things that a user can do once they get to your landing page:
- Download an ebook
- Sign up for your email series
- Optin to watch a series of videos
- Enter their email address for a coupon
Once they land on your page they should be opting into your list to get something in return.
People are weary of websites and can spot a bad website a mile away. And if they land on a website that doesn’t answer their question they will hit the back button as fast as they can.
Start the optimization of your landing pages with the end goal and offer an irresistible offer in exchange for their information.
#2 INTENT MATCHING
Every searcher has different intentions when they go searching for solutions to their problems. Users are typically in the 3 buying phases:
1. Discovery: They are searching for a general solution.
Example Search Term: San Diego Chiropractor
2. Research: Users will read reviews, narrow their top selections, comparison shop.
Example Search Term: Best Chiropractor review San Diego
3. Ready to Buy: They’ve got their wallet out, phone in hand, they are HOT leads and itching to call, email, or buy.
Example Search Term: Find a San Diego Chiropractor.
It’s difficult to know exactly where each searching is in the buying process. This is why it is crucial to create your landing pages to match the intent of the user.
A landing page and associated Keywords that are targeted for a user in the Discovery phase is very different that a landing page for a user in the Ready to Buy phase.
Here’s how they’re different:
#3 ONE CLEAR CALL TO ACTION. ONLY 1
You’ve created your Lead Magnet (ebook, video series, email series), you are targeting your landing pages to match the intent of the searching, now you need to have 1 crystal clear call to action.
Searchers are looking for solution:
They need help and they only want to interact with small business owners who can offer them they exact help they need.
When they land on your page there needs to be a single action the user has to take. The only other option is to hit the back button.
There cannot be a dozen different links they can click. They cannot have the option to go to your blog page or your review page (unless that’s what you want them to do).
They need 1 single action. And you have to make that action blatantly clear.
This is where Starting Backwards comes into play:
What do you want them to do? Call you? Email you? Fill out a form? Enter their email address?
Whatever the action is, it must be apparent the second they land on the page. Otherwise, you risk creating a meandering website visitor who bounces never to return again.
[Tweet “Want a lost website visitor? Don’t tell them what they should do. #CRO #GoogleAdwords”]
Think long and hard about what the call to action for your landing page will be. Take time to find out what action the prospect would expect to take once they click on your ad and land on your page.
Then match the Lead Magnet (ebook, email series) with their search intent, the ad, and finally the call to action.
See how it comes full circle?
The Keywords match the searcher’s intent, the Ad matches the Keywords, the Landing Page matches the Ad, and finally the Call to Action matches the solution to their problem.
Narrow. Targeted. Focused.
Just when you think you’re as narrow and targeted as you can be – get more narrow.
Are your landing pages narrow? Are they targeted and focused? Do you have a landing page you need an extra set of eyes on?
Post your landing page url below (in the comments) and tell me about your page and I’ll help.