If you are using pay per click advertising and receiving traffic, are you getting the conversions though? You may be reaching your target of expected visitors. But that does not necessarily mean that you are getting conversions. Unless sales happen your PPC costs cannot be of any benefit. It is very important that your prospects move a step ahead and click or proceed to your website for further action. It is necessary for the purpose to have your landing page very simple and one that leads prospects towards a positive action. It can be a simple thing as providing details onto a lead form, or even click to go to the main website or an immediate step to buy the product. This way your landing page has to be one that ensures your conversions are quick and positive.

Tactics to be used to improve conversion from landing pages

• Single focus offer: The landing page that has a fewer number of offers can be popular with the customers than the ones that have too many offered somehow fitted onto a small page. It can surely leave the customer all confused. The best results can be achieved if your page focuses on a single call to action like a major special discount or free demo.

• Clear, concise and precise: You should get rid of all such elements from the page, which can distract the customers from your major action that you want to take. Keep your page simple, clear and concise. Rather than having too many flash elements, blinking text keep it simple with text oriented toward taking them to the next step. You value statement can have a major effect and can break through all the clutter on the Internet.

• Best first impression: The first impression is the lasting impression. When you designing remember that your landing page is the one that would have the first impression on the customer. A page that reflects trust and your authority on the subject can work wonders towards improving conversion rates. Design the page keeping in mind that you should be able to answer the customer question as to “what is in it for me?” It is not about trying to sell but grab the interest of the visitor to take further action. Make use of graphics strategically which the prospect may click or see demos.

• Limit the options: A landing page that navigates through various pages that do not provide the option to convert, chances are at the end of it the customer would not actually be left with the desire to buy anything. A quick call to action and lesser number of options for conversion should get an immediate response from the customer. Filling up a form or providing the customer with a form and the ‘buy now’ option can be more useful than making him check several other pages.

• Use the STP approach: Ensure that you meet the customer expectations and are able to answer most of the questions of the market segment that you are targeting. Study the potential visitors data in depth and then segment them accordingly.

A “thank you” at the end of the conversion can also be a way of getting more information from the customers. They are mostly prepared to provide more information after they purchase and this can be used to build up the relationship with good offers and requests for feedbacks. It is important to keep in mind such tactics when you design your landing pages so that conversions increase.

Peter Brittain
Website Marketing Services

Tags: conversions, landing pages, pay per click, ppc

This entry was posted on Tuesday, December 23rd, 2008 at 2:29 pm and is filed under Boosting Conversions, internet marketing, ppc. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.