In today’s Two Minute Tuesday episode, Matt Winn from Volusion will walk you through five ways to optimize your landing pages for higher conversions. These include consistency with your PPC ads, strategic copy and brand integration. Watch this short video to take your landing pages to the next level.
Welcome back to our latest installment of Two Minute Tuesday! This week we’re taking a brief detour from your ecommerce site to focus on landing pages. If you’re investing all of your time and money by sending shoppers to your homepage from every PPC ad, let’s just say you’re wasting a lot of time and money.
This potential waste of investment is why it’s so important to focus on optimizing your landing pages. Pay special attention to tips one and five, as they’re a bit more strategic in nature. And if you’re new to the idea of landing pages, check out this article from our Learn PPC series, How to Use Landing Pages for an Instant PPC Boost.
As always, let me know if you have any questions or if you’d like to see a new topic covered in future episodes by leaving a comment below.
Happy selling!
-Matt Winn, Online Communications Specialist, Volusion
Here’s the transcript for your reading pleasure:
Hi everybody! My name is Matt and I’m an Online Communications Specialist here at Volusion. Welcome to Two Minute Tuesdays, where we give you two minutes of ecommerce advice to bolster your online success. Today we’re going to help you boost your landing page conversions, which is really important to any SEM campaign, especially your PPC. So let’s dive right in.
First, you’ll want to base the content of your landing page on where your customer is in the buying cycle. For example, if you’re selling computers on your website and someone types in “features of a laptop,” you might want to have content on your landing page that shows which features people need to look for. But if someone types in something like, “Dell Inspiron,” they’re looking for a particular model, which means that they’re deeper in the buying cycle and are ready to purchase. Thus, offering a coupon or sending straight to that product page would be appropriate here.
Next, include keywords in your copy. Your Quality Score based from Google and other search engines is dependent on the relevancy of your landing page to your ad. So keeping that keyword consistent will not only help your Quality Score, it will also help customers know they’ve come to the right place once they come to your landing page from your ad.
Thirdly, be sure to integrate your brand into your landing pages. Let’s say that you have someone going to a landing page which is completely green and blue, then you send them to your website which is purple and red. First off, those aren’t very good color combinations, and secondly, it’s going to confuse them and you’re going to miss out on very important branding opportunities as far as future attachment is concerned.
Next, as we’ve been saying for weeks, make sure your calls to action are clear and direct. Again, if you don’t tell your customers what you want them to do, they’re not going to do it and will likely do the opposite. So if you want them to buy, tell them to buy. If you want them to learn more, send them to a place where they can learn more.
Finally, keep the content of your landing page consistent with your ad. So if you’re promising a 10% discount in your PPC ad, you’ll want to also highlight that 10% discount on your landing page. Same thing if it’s more information or sales based – keep it consistent and people will know they’ve come to the right place.
Hopefully this is helpful and getting your landing pages up to par. If you have any questions, let us know – we’re experts and are happy to help. From me to you, happy selling!