1. Connect the search experience to the landing page experience.
Wherever possible, use the same language on your landing pages as you do in your ads. It’s a real disconnect when you click on an ad that reads, “Online Conversion Rate Counter” only to land on a page selling a “Conversion Calculating Service.”
2. Integrate your landing page into your site.
Some advertisers make the mistake of building stand-alone landing pages for certain keywords that are more-or-less “divorced” from the rest of their sites. This can make your business seem sketchy to potential customers, who you want to be able to trust you with their credit card info. A consistent experience across all of your pages and product offerings can help create a more convincing experience. (More on this below.)
3. Gain their trust.
Use trusted, third-party security providers and make sure their badges and icons are clearly visible.
4. Offer tips and suggestions.
How can potential customers best use the product? If you’re selling steaks, offer a steak au poivre recipe. There’s a potential for up- and cross-sell here, as well. Perhaps monsieur would enjoy a nice bottle of cabernet sauvignon with his tender, juicy filet mignon, oui? Just don’t go crazy with it, mon ami. (See 5 and 6, below.)
5. Stay on target.
If your ad specifies John Deere tractors, make sure all of your tractors for sale on that page are John Deere tractors. In other words, if I had been looking for Caterpillar bulldozers I’d have clicked on an ad for them instead.
6. Cut the clutter.
Your landing page should not be too generic and cluttered. This ties in with the tip above. If your ad is for discount wholesale 7Up, don’t clutter the page up with other un-colas. This helps keep the lead focused.
7. Ban the bling.
Your landing page should be cleanly and attractively designed, but avoid distractions like music or other audio, animations and revolving logos. These can distract prospective customers from their purpose, which is to buy the product or service that they need, hopefully from you. Again, keep ‘em focused on the task.
8. Give them something to do.
A little interactivity can help keep people engaged. For some products, especially big-ticket items, things like video testimonials and 360-degree tours may be good sales aids. Just let customers decide whether or not they want to view them by giving them control. And remember Tip 7: Keep the bling to a minimum.
9. Write right.
Language counts. Think of your landing page as a salesperson in a showroom. What would a salesperson say to a prospect to help “get to yes?” Here are a few classic pointers:
- Make sure that your headers and subheads are clear and direct.
- Deliver your value proposition right away.
- Offer a persuasive message near the call-to-action—You know: “Don’t be left out of this amazing offer,” etc.
- Be nice with your call-to-action copy—”Submit” and “Buy Now” can sound like orders and put some people off. “Try it Now” sounds nicer.
—Thanks Michael Mattis,
