One of the biggest mistakes you can make with your Google AdWords campaign is failing to optimize your landing page. No matter how carefully you fine tune your ad copy, tweak your keyword match settings and reallocate your budget, if your landing page conversion rates are low, you are literally giving away sales. Today, I will walk you through the steps to improve (even double) your current conversion rates.
What Is a Landing Page?
A landing page is the specific page on your website where prospects land after clicking on one of your ads. Note that you should never use your homepage as a landing page, because the homepage gives a general introduction to your company, while a landing page needs to be tightly geared to the ad copy. In fact, it is best to create a separate landing page for each ad. This allows you to clearly reiterate the main idea in the ad, improving the overall congruence, or harmony, of the prospect’s experience.
What Is Your Conversion Rate?
The most important conversion rate is the ratio of sales to visitors. However, that’s not always quick and easy to calculate, so advertisers measure other key sales actions, such as filling out a contact form or making a phone call. For example, let’s say that 1,000 people click through your AdWords ad to your landing page, but only 20 of them fill out the contact form on that page. Divide 20 by 1,000 to find that your “contact form conversion rate” is 2 percent. Your numbers might be very different, but remember that the conversion rate refers to the percentage of people who take further action toward making a purchase after landing on your page.
Why Should You Improve Your Landing Page Conversion Rates?
Simply put, improving your conversion rates means that you will get more leads or customers for fewer advertising dollars. Taking the example above, suppose that the action you want prospects to take is purchasing a product that you sell for $100. If 20 of 1,000 people who click on your ad buy the product, you make $2,000. If 40 of those same 1,000 people buy the product (4% conversion rate), then you make $4,000. That’s $2,000 extra revenue from the exact same investment in advertising!
What Are the Basic Keys to Improve Landing Page Conversion Rates?
Improving your landing page conversion rates is both a science and an art. Monitor your AdWords campaign closely at first to determine the results of the changes you implement, and be ready to tweak your landing page as needed depending on what you discover. These are the parts of the landing page that often need fine-tuning:
- Congruence: This is the overall harmony of the user experience. Your landing page should tightly reflect the message, tone, and feel of the ad that was clicked on. Your prospects clicked on the ad because something in it resonated with them, so follow up on that with the landing page. If you change nothing else, ensuring congruence can dramatically improve your conversion rates.
- Headline: The headline is the most important part of your landing page. People scan quickly and make snap decisions when reading online, so your headline needs to captivate them. Don’t try to close the sale in the headline, but do restate the offer or the most important point from your ad.
- Offer and Call to Action: Most people know that a strong offer is an important element in making a sale, but is your offer irresistible? Try offering something different from what everyone else in your line of business offers, or add an extra bonus. Make sure to give clear instructions on what to do next to make the purchase, and if possible, add a deadline to increase urgency.
- Copy: Make sure your landing page explains exactly how you can solve the customer’s current problem or fulfill a specific need. In other words, focus on benefits rather than features. Plus, add elements that make your business sound legitimate, such as testimonials, reviews, or industry affiliations.
- Reduce Risk: Prospects tend to be skeptical when shopping online, largely thanks to the frequent horror stories in the media. If your offer requires payment, reduce the perceived risk by providing a guarantee, adding third-party trust verification, and providing full contact details for your company.
- Layout and Aesthetics: Because people scan rather than reading in depth online, clearing out the clutter can improve your conversion rates. Make it easy for prospects to figure out what to do. Make the buttons they need to click bigger. Remove extraneous navigation menus. Avoid long blocks of text. Keep it simple and obvious, aesthetically pleasing, and congruent with your overall brand.
Want more Google AdWords tips and advice? I put together an AdWords checklist to help you get your campaigns set up for success. Click here to get my Google AdWords checklist.