24 Oct Why doesn’t my PPC landing page traffic convert into sales?
Google AdWords is a PPC platform, which allows you to buy clicks representing qualified traffic; that brings site visitors to your website or landing page. But that is only part of the marketing equation, which involves intriguing a potential buyer first via a PPC landing page to convert visitors into a sales lead, prospective sale, or revenue event.
In order to setup a workable campaign, we must get the campaign itself right, but also the landing page. Then we have done the marketing job properly.
“If I land on your webpage and don’t immediately understand what product or service you offer, I am gone; I become a bounce in digital media terminology.”
What Should Be On A PPC Landing Page?
There should be three types of content on a PPC PPC landing page. It should immediately, succinctly communicate to the visitor exactly what you are offering – the “value proposition” for your goods or services. A landing page also needs build credibility for that value proposition via social proof, and provide a clear call to action.
Visitors to a web page won’t spend much time if you don’t give them what they are looking for rather quickly; and they don’t usually want to dig around for it or put a puzzle together.
PPC Landing Page Best Practices
When designing a landing page, there are a lot of known “best practices” which are proven to work; it is not necessary to re-invent the wheel or present information in an unusual format. A form of marketing science has developed around this topic, which is known as “conversion rate optimization” or simply CRO.
Conversion rates in successful PPC campaigns typically fall into the 1% to 5% range; however there are many exceptions, and it depends upon the vertical market, seasonality, competition, and related factors. If your landing page is not setup in a way that is conducive to delivering conversions, there is no point in buying PPC traffic.
If I land on your webpage and just see a list of links but I don’t immediately understand what you offer, I am gone. If you make me work and I have to scroll down and study to figure it out, I am probably gone (a “bounce” in digital media terminology”). If you go for the revenue to quickly, before intriguing me and develop my trust, I am gone. But if the page is setup right, I may convert!
Conversions vs. Micro Conversions
In many markets, the landing page is not enough to lead all the way to a sale. You are better in those markets to focus on generating leads – signups, emails, calls inquiring for more information. In those cases you focus on obtaining LEADS of people you can correspond with or speak to, to move them deeper into the sales conversion pipeline, before attempting to effect a transaction. Some markets just work that way. These partial steps are sometimes called “micro conversions”.
Where To Learn More About Conversion Science
There are a few “landing page hosting” services which post white papers and tutorials where you can read up on “best practices” for landing page design. We recommend Unbounce (www.unbounce.com) for landing page hosting, and they offer a number of great white papers about CRO on their site. It is also simple to find more educational articles by Googling for “best landing page host”, “landing page cro”, “landing page conversion rate optimization”, or “landing page best practices”. Most successful landing page hosting firms have libraries of white papers and tutorials. Google has published some articles as well.
Complementary Review Of Your PPC Landing Pages
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