PPC Landing Pages That Convert: Key Strategies and Pitfalls to Watch For

Key Strategies for Optimising Your PPC Landing Page

Keep the Design Simple and Focused

Your landing page should be clean, straightforward, and easy to navigate to maximise user engagement and conversions. Avoid overwhelming visitors with excessive information or distractions. Instead, use concise, digestible paragraphs interspersed with appealing visuals or other graphic elements. This approach encourages visitors to stay on the page and absorb the essential information about your product or service. Additionally, ensure that your call-to-action (CTA) is highly visible and easy to reach, guiding users toward your intended goal.

Position Your CTA Prominently

The placement of your CTA has a direct impact on your conversion rates. If users have to scroll through lengthy content before encountering your CTA, they may lose interest and leave the page. To prevent this, place an eye-catching graphic or image at the top of the landing page, alongside compelling content that immediately conveys your key message. Your CTA should be positioned near the top, either next to or just below this introductory content, making it easy for users to take action without hesitation.

Craft Persuasive and Relevant Copy

The copy on your landing page, especially the headline and subheader, plays a crucial role in capturing visitors’ attention. To ensure maximum impact, your headline should incorporate the focus keywords relevant to your PPC campaign, and the content throughout the page should be aligned with these keywords to maintain high-quality scores. Well-written, persuasive copy can improve engagement and conversion rates by keeping users interested in your offer.

For instance, creating a landing page specifically tailored for users from a particular referral source—such as Clutch—rather than sending them to your homepage can enhance the relevance of their experience. Customising the content to fit the context of their user journey can result in better engagement.

Incorporate Trust Indicators and Testimonials

Building trust with new users is essential for converting them into customers. One effective way to do this is by including trust indicators, such as customer reviews or testimonials, on your landing page. New visitors are often sceptical of unfamiliar businesses, and authentic feedback from previous customers can help alleviate their doubts. Promising these testimonials can provide the reassurance users need to move forward with their purchase or inquiry.

Regularly Test and Optimise Your Landing Pages

To continually improve the performance of your PPC landing pages, it’s important to test different variations of your designs and layouts regularly. A/B testing, where you split traffic between two different page versions, allows you to gather data on what works best for your audience. Elements such as images, CTAs, or text layouts can all be tested to identify which combinations yield the highest engagement and conversion rates.

Analytical tools like Hotjar can provide valuable insights into how visitors interact with your page. Heatmaps and other data can reveal which areas of the page attract the most attention, helping you refine your design to meet user expectations better and maximise conversions.

Pitfalls to Avoid with Your PPC Landing Pages

Avoid Overloading with Distractions

When designing your landing page, it’s crucial to minimise distractions that could deter users from taking the desired action. This means limiting the number of external links or unnecessary buttons that could pull visitors to other sections of your website. If someone clicks on your ad with a specific purpose, the goal is to keep them focused on moving further down the sales funnel. Every page element should guide users toward your primary objective, whether a purchase, form submission, or another action.

Don’t Bury Your Call to Action

Ensure that your CTA (Call to Action) is prominently placed near the top of your page. Positioning it too far down after lengthy content can reduce your chances of converting visitors. Having a clear, eye-catching CTA near the top helps maintain focus and encourages visitors to take action early on without requiring them to scroll through an overwhelming amount of information.

Avoid Overly Wordy Pages

While providing enough information for users to understand your offer is important, avoid cluttering your landing page with large blocks of text. An overly text-heavy page can be intimidating and lead to users abandoning it. Instead, aim for a well-designed, visually appealing page combining concise text and compelling visuals. Use shorter paragraphs and break up the content with images, icons, or other graphic elements to keep visitors engaged and encourage them to stay on the page.

Watch Out for Slow Load Times

Many overlook the impact of slow load times, but this can be a significant performance killer. Every second a user has to wait for a page to load, the chances of them leaving the page increase significantly—by almost 10% per second! Ideally, your landing page should load within 3 seconds. Google’s PageSpeed Insights tool can be a valuable resource to help identify which elements of your page might be slowing down load times. Addressing these issues will improve your landing page’s speed, reduce bounce rates, and enhance conversion rates across all channels.

Make Sure Your Site is Mobile Friendly

With 50-70% of website traffic coming from mobile devices, ensuring your landing page works smoothly on mobile is essential. A poor mobile experience can cause you to miss out on many conversions. Be mindful of pop-ups or large images that may look fine on a desktop but dominate a mobile screen, making navigation difficult. Focus on creating a streamlined, easy-to-navigate mobile experience that encourages users to engage with your content and convert.

Conclusion