12 Ways to Build a Better Pay Per Click Landing Page and Increase Conversion

12 Ways to Build a Better Pay Per Click Landing Page and Increase Conversion

A Landing Page is a special web page that is the first page that a customer sees when they click on your Pay Per Click ad. The Landing Page is designed to convert an interested visitor into an active customer. The Conversion of a visitor happens when the visitor orders a product through your website, gives you their e-mail address, or calls your business to request information, requests a quote or buys the product. The conversion is the final step in turning clicks into what your business needs most; paying customers or good sales leads.

How do I know this works? Everday I work with at least 2 businesses that are using Pay Per Click ads. When I use the 12 techniques below to re-write their web landing pages, I usually see an increase in phone calls and other conversions. Two weeks ago I rewrote the copy on a Landing Page that sold freight containers. The next morning the owner called me to say that he had received four phone calls the previous afternoon and that three calls had turned into sales. Most of my Landing Pages don't convert quite that well. This is an unusually good example, but it proves the value of a good Landing page.


How can we increase the rate of conversion?
Typically, we can expect that a Pay Per Click campaign with an average landing page will perform like a direct mail campaign. This usually means conversion of 1-3% of all click visitors or 1-3 phone calls for every 100 clicks on the Pay Per Click ad. Many click ad campaigns use the website home page as the Landing Page. Research and real world experience show that using a specially created Landing Page can increase visitor conversion into customers by 20 to 40 percent.

When customers come to your website landing page from a Pay Per Click ad, they are looking for specific information. The customer probably clicked your ad because the keyword phrase was a good match for the search they put in the search engine. The landing page should be about your product or service only. When people arrive at your landing page, they are already searching for specific information about your product or service.

1. Help the customer find the item they want: Tune your Landing Page copy to use the same search terms as the click campaign that brought them to your website. Having a Landing Page matching the keywords produces twice the conversion rate compared to sending the visitor to the home page as the landing page.
2. Use a different landing page for each group of key phrases. Create a new landing page for each product and send the clients directly to the page that matches the customer’s needs and the customer’s key words. When the customer wants to buy right now, don’t make him search to find the “buy now” button.
3. Good Landing Page copy helps the customer decide that they want the product: Benefits are the ways that the product helps the customer, solves a problem or meets the customer’s needs. When your visitor lands on your page, he or she is likely to have the thought “What’s in it for me?” You must be able to immediately show the customer how your product meets his needs.
4. Add a headline that helps the customer see how the product helps them. Add 2 or 3 benefits, below the headline, that also show the customer the value of the product.
5. Make it easy for the customer to buy the product: Add a Call to Action. A Call to Action urges the customer to call a number, add the product to the online shopping cart, or submit their e-mail to receive more information.
6. List the offer and the price right under the Call to Action.
7. Give users 3 clickable links on the Landing Page and also a phone number as an alternate method to buy.
8. Users buy more often by calling a phone number or filling out a form. An e-mail link will usually get less response. On a response form, reduce the number of questions a user must fill out to buy the product. To make buying simple, make every question relevant or eliminate the question.
9. Add testimonials or case studies from real customers. Good Landing Page copy helps the customer to decide they can trust your company.
10. Highlight your money back guarantee.
11. Add a phone number and your e-mail address. Place a short Privacy policy right next to the box where the user should enter their e-mail address. It can say simply, “We value your privacy and do not rent names”.
12. Placing your address on the landing page builds credibility. To many customers, a real company has a real physical address. This builds trust and increases conversion.