Over on Digital Web Magazine Michael Nguyen writes about 11 Ways to Improve Landing Pages. He makes some great points about sticking to your overall goal of conversions and making your landing page match the creative or affiliate site you are promoting. He also mentions that you should be aware of your ‘virtual fold'; this is the portion of the website people see before scrolling down. I must also add that the ‘virtual fold’ will be different based on the monitor and resolution of your visitor, so keep that in mind.
Here are my 4 additional Landing Page tips…
Use PHP to dynamically match your page with PPC Search terms. For example if your search term is “mens harley boots” then use PHP to display “Men’s Harley Boots” throughout your landing page. This not only keeps your page specifically on topic, but you can easily implement this for all ad groups on your site. You can also use this for email campaigns by inserting the recipients name into the landing page. If you want to learn more about how to do this read my article How To Customize Your PPC Landing Page with PHP.
- K.I.S.S. – Keep It Simple Stupid
Don’t get caught up trying to do too much with your page. Keep it focused, direct, and simple. Remember, a confused mind always says “no”. Lead your visitor down a clear and defined path.
- Use A Call To Action
Make sure you are telling your visitors exactly what to do and/or what their options are. Make instructions clear and simple as if you were telling a 4th grader how to do it. Never rely on your visitors to figure things out on their own.
- Let Your Visitors Know What To Expect
You should let your visitors know what’s going to happen ‘after’ they leave your page, whether they are led to a check-out page, another affiliate site or creative, or if they are going to receive an email, tell them exactly and specifically what will happen. An example would be “Click here to go to our secure check out page where you will be asked to set up a purchase account and enter your shipping details.”
Have any of your own landing page optimization tips? Leave a comment and share them.