A landing page is one of the most important aspects to think about when running a Search Engine Marketing (SEM) campaign. A landing page can determine whether or not the person that clicked on your ad will continue forward or abandon his/her search. The landing page is the specific web page that a visitor reaches after clicking on an ad. This is the first impression a visitor has of your website and your organization.
More and more I am finding that campaign success is directly related to landing pages. These “first impression” pages are crucial to selling the message of the product or service to the user. I see many companies use their home page as a landing page, but if searchers are looking for a particular product isn’t it better to send them to the most relevant product-level page? If visitors are sent the homepage, they may get overwhelmed and back out. Using the most relevant landing page helps to increase the relevance to the user and the potential for conversion.
In general, landing pages should be viewed as specific measurable proposals to visitors. Each page should be focused and present information in a common sense way so that users know exactly what action needs to be taken in order to convert. Messages should be to the point and your “call to action” should be clear. Using an analytics tool can help you understand how your landing pages are performing and how many new visitors uniquely come from a specific ad campaign and keyword. Incorporating these specific pages into your Cost per Click campaigns will ultimately help to reduce visitor confusion and turn more leads into sales.
“In online marketing, a landing page is a specific web page that a visitor ultimately reaches after clicking an advertisement. The efficiency or quality of the landing page can be measured by the conversion rate (CR) of visitors into actions.”
Upon clicking your ad, the objective is to have the visitor do something or what people refer to as a “call to action”. If the visitor takes the desired action, you just had a conversion.
The landing page has to be sticky enough to convince a visitor to stay and fill the contact form or act according to what the advertiser wants. Seize the moment!
Remember the back button exists and it’s always a possibility for them to go back and click on another result.
Everything has to make sense. In other words, the landing page should match both the keyword typed in as well as the creative copy in the ad.
An important factor to consider is that people have a tendency to skim through a page without reading it in its entirety, so the call to action has to be obvious and clearly within exact parameters of what the searcher is looking for.
Don’t allow any distractions! Distractions kill conversions. Landing pages that are too busy or contain too much information may cause a distraction and get the visitor to think about something else.
Your efforts placed in pay-per-click are as good as the conversions achieved. So, your landing page is a critical component of your success.
Turn your visitors to conversions and have a happy landing!