The structure & look of landing pages plays extremely
vital role in the success & failure of a PPC campaign. If the Landing page
is not properly optimized, the performance of your paid campaign will get affected.
There are several points to remember while creating a landing page, as
- Be consistent with the color scheme – The color scheme of your landing page should resemble with the banner creatives used during the campaign. This will keep the user experience in tact while landing on the page. Also, while creating the banner creatives, marketers should consider the color scheme of the parent website (if exist)
- Think Mobile – As the majority of traffic comes from mobile devices (Mobile phones, Tablets) hence landing page should be mobile optimized to fit into the standard screen of the devices used by the visitors. There are many online tools available to test the mobile readiness of the landing pages
- No Outgoing links – To restrict the visitors to bounce or exit from the landing page, it is always advisable to avoid outgoing links on the page like navigation etc. Even if required, open the links either in new tab or new page. Don’t direct the page.
- First Scroll to say all – As a normal behavior, visitors avoids scrolling the page for information. Hence, placement of important communication and “call to action” button / lead / registration form should always be in the first scroll of the landing page.
5. Don’t be greedy – Avoid asking too much
information from the visitor through the lead / registration form rather try to
capture mandatory information like Name, Contact Number, Email, and Location
only
6. Give-away works – Offer some information brochure,
tutorial to the visitor after successful submission of the information through email.
Give away motivates visitors to provide accurate information during
registration hence also acts as verification model for leads.
7. Be
Universal – Before launching the campaign, test your landing page(s) on all the
browsers & check the page functionality
8. Say Thank You – Acknowledge the information
provided by the visitor after successful capturing through a Thank You Page or
Pop-up alert.
Following above steps, you can easily achieve
desired results from your paid campaign.
