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Landing pages are very important elements of your search engine marketing campaigns as they playes a key role in converting visitors into customers. But landing pages also have less obvious but just as important impact on another aspect of search advertising: when Google calculates Quality Score, it takes into consideration the relevancy of the landing page to the user’s search query.
There are numerous implications of the above stated aspects. One is, that in order to keep your your landing pages relevant to search queries, you need to create separate landing pages according to the possible topical differences. But it is equally important to create different versions of each landing page in order to test, which works the best, which initiates the highest numbers of conversions
Landing Page Design Tips
- Clear structure – landing page design should be straightforward, and place as little as possible, not utterly relevant information on the page
- Call-To-Action – the most important section of a landing page. It happened to me many times that I arrived to a site through a sponsored link and I liked the product and I wanted to buy it, but it wasn’t clear what should I do, how can I buy the item. Should I place it in basket or just click buy? This might seem obvious but evidently it isn’t and most users won’t bother trying to find a way buy your product – they’ll just leave your site and find a similar product somewhere else.
- Few steps – try to keep the process easy and painless for your customers. A lengthy process won’t deter the most determined visitors but many will drop out eventually.
- Keep it low-tech – though 99% of the users have a fully functioning browser, but why exclude that 1%? A couple weeks ago I had to use a browser at work that lacked the Flash plug-in and you wouldn’t believe how hard web browsing became. Also, as browsing from handsets is gaining momentum, you might consider catering that audience as well.
Don’t be afraid to test things out to find what works best for your customers.
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