Landing Page Experience
Focus on your landing page experience. Now that you’ve addressed these core items, you can shift your focus specifically to conversions. Since you are now successfully attracting relevant searchers to your website, the rest of the weight lies in the landing page and product offering.
Now your focus needs to be on landing page relevance, ease of access, and so on. Here are some tips to ensure your landing pages are setting you up for success:
- You’ll want to firstly make sure that your landing page is clearly reflecting the specific offering that was communicated in your ads. This goes back to making sure everything in your AdWords account is relevant. Your keywords all need to be relative to one another; your ad needs to be relative to those keywords; and you landing page needs to accurately align with keywords and ads.
- Make sure that your top keywords appear in the content on your page so that you can help with Quality Score and ultimately conversion rate.
- Ensure that you are using header tags on your landing page to make it easy for visitors to find the information they are looking for.
- Any special discounts or offers that appeared in your ads should be conveniently displayed on your landing page, and it should be easy for a customer to convert. If the searcher has to navigate above and beyond throughout your website, it is more unlikely that they are going to convert.
- If you are a company that is focused on lead generation as a conversion, make sure you have a lead form present on the page. Don’t make your form too long, as long forms could deter people from completing them. As a general rule of thumb, no more than 7 form fields is a good number to stick to. Try also testing different versions of your form so that you can truly maximize conversion rate.
- Mobile optimized websites and mobile targeted campaigns get 11.5% higher CTRs on average, so make sure your landing page is mobile optimized. You don’t want to miss out on potential conversions because your page is not viewable on specific devices.
- Implement a clickable phone number on your mobile landing page. You want to make it as easy as possible for searchers to convert, which can include reaching out via phone.
Following these steps will get you on the right path to increase your conversion numbers. All in all, you need to be sure everything is relevant and that you are clearly communicating your product/service offerings to searchers to eliminate any confusion. If you are targeting the right customers with appropriate keywords, appealing text ad, and a clear landing page, you are in an optimal position to increase your conversion rate.