Julian Solonoski
By Julian Solonoski | SEM | July 19, 2017

How To Create A Landing Page That Converts

Congratulations: you’ve dialed in your AdWords campaign. All of your keywords are neatly organized into their own ad groups, you’ve dotted your I’s and crossed your T’s, but you’re not receiving the results you would have liked. Don’t worry! All hope is not lost. There are a few key elements to every successful landing page. It’s time to take your landing page from zero to hero! Whether you’re driving traffic to your home page or to a page deep within your website, you’re likely missing out on a ton of potential conversions. Below are a few key insights to keep in mind when you’re looking to build a high-conversion landing page.

Keep it short and sweet

Your landing page should focus on highlighting the value of your product or service as clearly and concisely as possible. An eye catching headline, a brief description and a few bullet points featuring the benefits offered is all you really need. No one will take the time to read through a wall of text when your value proposition can be conveyed in five short sentences. People have notoriously short attention spans; they’re looking to get the information they need and move on. You have just 10 seconds to capture the attention of someone who landed on your page.

Similarly, keep your form as short as possible. Searchers are typically hesitant to give up their information; limiting the amount they need to provide right away will help your conversion rates. No one wants to sit through a multi-page form or give up every detail of their life when a few fields for name, company, and contact information are sufficient.

Have a clear call to action

Matching your landing page copy with what is written in your ads will help increase your quality score and decrease the cost per click. If you mention offering a free trial in your ad copy but your landing page directs users to an eBook, expect them to bounce. Ensuring consistency in your copy between landing pages and advertisements will surely increase your conversion rate. You also want to make sure that you’re focusing on one end goal. Having too much information (or self-contradicting information) on your page is a great way to confuse visitors. Try to avoid generic call to actions such as “Submit” or “Learn More.” Users respond far better to targeted call to actions like “Download Your Free eBook” or “Request A Demo Today.”

Optimize landing pages for mobile

Mobile searches now account for more than half of the traffic on Google. If you don’t have a mobile-optimized landing page, you’re missing out on significant traffic. Pages that load slowly, or that do not render correctly on mobile screens, will make users bounce. If your landing page takes more than two or three seconds to load you, will experience a higher bounce rate. Keep up with the times and make sure that your landing page is ready to handle mobile traffic. Users on a phone are more likely to call, so make sure a phone number is prominently displayed.

Tracking is your friend

This tip should probably be at the top, but: setting up proper conversion tracking is essential to running a successful campaign. Running traffic to a landing page without setting up the proper tracking mechanisms will essentially leave you flying blind. The two most common conversion actions on a landing page are form fills and phone calls. You can set up form fill conversions a few different ways. A destination goal is easy to set up if the form redirects to a “Thank You” page. If the form does not lead to a another page, you can edit the form’s code to include event tracking. You can also set up an event based goal through Google Tag Manager.

There are a number of third party services you can use to attribute phone calls, but you can also use Dynamic Number Insertion, available within the AdWords interface. Dynamic Number Insertion automatically generates a unique phone number that forwards to your phone number or your company’s line when dialed. Using DNI, you will be able to track a phone call all the way to the keyword level to easily see which search terms are generating leads. From past experience, I’ve found that there is a pretty even split between users who convert through form fills and users who call. If you aren’t tracking either of these conversion events, you could be missing your chance to correctly attribute a significant amount of conversions and to leverage the resulting data for optimized campaigns.

Cut down on distractions

Keep links off of your landing pages. If you’re not careful, a user who clicks through to your landing page may end up in a YouTube hole. Removing links on your landing page will help keep the searcher focused on the reason they landed on your site. Eliminating the header and footer menus, as well as any social icons, will keep them on track. If you’re spending money on SEM and building any kind of product-specific landing page, your goal is to have them convert, not follow you on social media. If they get distracted and leave, even if it’s to visit your page on a social platform, they are unlikely to come back.

Conversion points above the fold

I’ve said it before, but it bears repeating: the ultimate goal of your landing page is to have the user convert. To that end, you should make your phone number and contact form easy to find, and keep it above the fold. Burying your main conversion points at the bottom of the page will only make your conversion rate suffer. This is especially important to keep in mind when designing your landing page and optimizing it for mobile traffic. Keep all important conversion points above the fold!

Is there one formula for a successful landing page?

No, but there are many successful strategies available to the conversion-minded marketer. Hopefully, the tips outlined in this post have helped you in your quest to create a landing page that converts prospects into MQLs and drives new business. SEM strategists & technicians at Digital Reach use these very techniques, among others, to create high-quality, high-converting landing pages. Find out how we can help take your landing page from a zero to a hero today!


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