There are a lot of reasons why your landing pages may not be converting. And most of the time, this isn’t your customer’s fault. It’s your task to make sure that your customers are informed about why your product or service is awesome and you’ve got a real short amount of time to tell that story.
It doesn’t matter whether you are a rookie or veteran marketer, we’ve put together the following checklist that can help you avoid many of the common pitfalls that is mostly committed with pay-per-click landing pages. Consider this tips before doing your own AdWords campaigns.
1- Pre Populate Cursor – Does your landing page possess a form field you would like customers to fill out? If it does, one of the the best way to reduce friction, and increase conversion rate, is to pre populate the cursor into the first field. This may be sound a bit absurd but this seemingly slight difference has had a substantial impact on conversion rates. One very nice example of this is that of eHouseOffers and what they did with their sign up page.
2- Eye Contact – You’re traveling northbound on I-5 (or whatever interstate you drive inside your hometown) and there is an accident within the southbound HOV lane. What do you do? You most likely turn your face and check at what most people are looking at. This seemingly obvious bit of human behavior is something you should not forget to speak with your designer about on your landing pages.
What do I mean? Well, the concept is simple. Think of it as the “Look at what other people are looking at” principle, but essentially what it means is that people will tend to look where the subjects in your hero graphic look, not necessarily at your ad creative.
Squeeze pages are no distinctive from highway accidents: you look where other people are looking. So, if you have a landing page creative with people in them, why not take a page out of what PayPal does with their landing pages and have your subjects look in the directions of your call to action?
3- Testimonials – Another tactic that’s incredibly effective is including customer testimonials on your own website landing page. There’s really no better method to build trust with potential customers} than to have existing customers sing your praises. Even though you do not necessarily need to do what Sono Bello Body Contouring does that you need to include the testimonial in the header of your site, you ought to include testimonials someplace on your landing page – possibly within the sidebar.
4- Point of Action Assurances – One of the greatest tips Bryan Eisenberg gives as part of his book Always be Testing is about the importance of putting trust icons, or “point of action assurances” as he calls them, next to your call to action buttons. Put another way, if you put trust icons next to your submit buttons more people will click on them. One of many examples of this principle in action is what Provent Therapy does on their sleep apnea treatment landing pages.
And as bizarre as the way it sounds, it’s important that these trust icons, which could vary from McAfee Secure logos, to industry awards, are as near to your call to action buttons as possible. Why? because customers will more likely notice these symbols and tend to feel at ease. Strange as it sounds these logos will in fact reinforce trust and increase conversion rates.
5- Match Headline with Intent – To never be forgotten when it comes to landing page optimization is Google AdWords quality score. Using a high quality score will not only decrease your cost-per-click, it will likewise lower overall acquisition costs.