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Quality pay-per-click landing pages are more than important for your sales conversions. Once a visitor clicks on your ad, he or she will be redirected to the landing page of your choice. In that brief moment when the visitor looks at what your landing page contains, they will make a decision to stay or go.
Your goal as a marketer is to, obviously, make that visitor stay. By doing so, you increase your chance of generating conversions and revenues for your business.
Many website owners make the mistake of not taking time and effort in creating the best landing pages for their site. Such a mistake is very costly as it means losing customers and potential profits.
Screenshot of a copyblogger.com landing page
Thus, it is crucial that you test your landing pages and see which ones help you grow your business instead of being just a useless piece of web real-estate. Here are some example of how you can do this:
Test Your Options
How does it feel when you are redirected to a site and it welcomes you with a dozen options to choose from? I’m pretty sure that it feels overwhelming…sometimes even overwhelming enough to leave.
Most conversions happen when visitors go to landing pages with limited options. If you’re selling a bunch of different products, then don’t try to offer them all on a single landing page. Create separate landing pages for each product or option to avoid scaring your visitors away.
Test Your Images
Quality images are helpful in making landing pages more appealing and interesting. However, you must know the right images to post. The best images are those that encourage a given action or feature people looking at the product, not people looking at the camera.
With landing pages, it’s not always about making the site pretty. It’s the proper use of images that will create conversions.
Test Your Copy
When testing your landing pages, you must test your copy and message as well. Write in different tones if you must, just to see which ones your audiences respond to better.
Write copy that can tug on the heartstrings of your visitors yet allow them to make a rational purchase. The copy should make them interested…or at the most, make them care, so they will be more likely to convert.
Test Your Message
Are you getting your message across? An easy way to know the answer is to ask someone these questions:
- What products or services are you selling?
- Why should they buy or hire you?
If that person you asked got the answers right, you are successful at getting your message across. If they don’t have a clue, go back to your copy and rewrite.
Test Your Landing Pages Elements
Landing pages are composed of several elements. Some are necessary while some you can do without. Avoid the latter and try to erase everything that’s not essential. Landing pages were never meant to be pretty.
On landing pages, visitors prefer cleaner pages, rather than looking at something with too many elements. It makes the page cluttered and no one wants to stay on a website like that (note: landing pages create first impressions, visitors think that what they see on your landing page is what your site will be).
So, what page elements should you remove then? For one, remove page elements that don’t provide any value to your goal – conversions. Next, you can lessen your copy and go direct to the point using bullet points, which audiences really like.
Test Your Landing Pages Layouts
Just like with your websites, you have to test what page layout works the best for your landing page. You may want to try a 2-column or 3-column layout or List-view VS Grid-view. For images and videos, try a page layout with and without them. For the copy, try and use bullet points. Test these examples and see which one your audience will respond to more.
Test Using Privacy Seals and Credibility Indicators
Any business can actually get a sponsored ad on the Google search engine result pages. But, these paying businesses aren’t all credible. So when an internet user clicks on a sponsored ad to lessen the search time, they actually put a lot of importance on the landing page.
A tacky landing page will not cut it. Visitors have become wiser today and they are looking for credibility indicators as well as proof of privacy when browsing a certain site.
As for credibility indicators, putting seller ratings, awards, social media buttons (Facebook likes, Twitter tweets, Google+ shares, Pinterest pinned and etc.) can help boost your credibility on the landing page itself. Also, putting some testimonials and expert opinions can help too.
On the other hand, putting privacy seals can give your visitors peace of mind but, you must be careful where to place it. It is highly not suggested to put a privacy seal beside your call to action. The mere presence of the seal makes the visitor think twice about his or her privacy.
Testing your landing pages will take time. It’s just like testing different recipes to whip up the perfect cake or meal, whichever you prefer. Nevertheless, it’s something you must do to guarantee that your landing pages welcome visitors properly. And by properly, I mean generating worthwhile conversions.
Azalea is a passionate and experienced writer. You can connect with her at newInternetOrder.com – where online business is taught to normal people. No hype, and no constant product pushing. Just genuine information. In her spare time, Azalea is interested in action-packed movies and harnessing positive vibes for a well-balanced lifestyle.
