Optimizing a Landing Page for Conversions

Posted by Wally Narwhal on May 6, 2014 7:33:00 PM

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If you are trying to run an effective online advertising campaign of any kind, then it certainly pays to look into creating a good landing page experience for your potential customers. A landing page is simply a stand alone page that is created for a specific purpose of converting a potential customer that is geared toward a specific ad group or campaign. While a conversion can mean many different things, the conversion rate of your ad campaign is a definitive number that can mean the difference between a successful and unsuccessful campaign.

Landing pages come in many different forms just as advertising campaigns come in myriad forms. As with any campaign that you’re running, it’s important to have a clear goal in mind and know exactly what it is that you consider a conversion. Once you have this figured out, it’s time to work on the design of the landing page so that it entices the user to do what you want them to do.

4 Ways to Optimize a Landing Page Include:

  • Place your important elements above the fold- You want your most important information plus the call to action to be visible without having to scroll down. This will capture the interest of the user landing on your page immediately and fulfill all of their questions or needs without having to do anything.
  • Make the landing page the only stop- The point of a good landing page is to design it so the user doesn’t need to click anywhere else on your website to fulfill their needs when it comes to make a purchase decision. The landing page should the only page they see before a conversion is registered.
  • Gear the landing page to your specific ad- If you are running a campaign using Google Adwords, it’s very important that you design your landing page experience to coincide with the specific ad that you’re running. This not only will help with the Quality Score associated with a particular keyword, but will help in terms of relevance to people landing on your page.
  • Utilize A/B testing- A/B testing is the process of creating two completely different landing pages, and given enough data, seeing which one is more effective in converting users to a sale or given action. This will give you valuable insight to what works with a particular audience and ad campaign. This is usually done at the beginning of a campaign when multiple designs are being considered.

Make sure the next online advertising campaign you run has a functioning and effective landing page that’s ready to convert potential customers!

Wally Narwhal

Written by Wally Narwhal

Wally overseas (get it?) fun and silliness at Tribute Media as the company's acting mascot and unicorn of the sea.

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