Creating Landing Pages That Convert

Written by Pablo Palatnik on June 27, 2008

You’ll be surprised how many people spend thousands of ad dollars in PPC marketing without taking into consideration that the page which is being landed on is made to convert a click into a lead/customer/sale. If the company is trying to use someone who doesn’t know squat about online marketing, I don’t really fault them, but they will be very disappointed with the results if they don’t have the right landing page. Let’s put it this way…it’s not even easy converting with a good landing page.

I was browsing around to get some content on landing page conversion for a client because instead of writing a whole descriptive email about what a landing page is, there is great content out there on what and how landing pages should look and be designed. Obviously, it also goes case by case.

Image From: www.webdesignaffinity.com

Zac Johnson, a well known affiliate marketer, has a great landing page optimization article. One thing affiliate marketers have to understand when joining the game, it is crucial to create your own landing page and content in order to be successful with Google due to quality score guidelines. He shows a great example of a quick and easy landing page he made for a campaign and you can actually download the template.

I also found 10 great tips on landing page optimization from e-Consultancy which I will list here:

1. Brevity
Keep it short and to the point. Paragraphs should be no longer than three lines, if they are used at all. One idea per paragraph is plenty of information fodder.

2. Relevancy
In the case of PPC landing pages you need to match the offer to your text ad copy. Keywords should be highlighted or displayed prominently. Keep it relevant to that person’s search query, because that’s all they care about.

3. A direct approach
Bullet points work well online, to help communicate the benefits of a product or service. Keep in mind that people skim read on the web. Use bold text to reinforce key messages.

4. A clear call-to-action
That potentially means a big Buy Now button, above the fold…

5. Fact over fiction
Stick to the key facts and be transparent, especially when the landing page is related to an ad campaign. Do not hide the price. Avoid flowery prose. This ain’t a press release. Product features, product features, product features.

6. Persuasion
Persuasion means removing any links that might distract, focusing the consumer’s mind on the end goal: the checkout. This means writing compelling copy. Persuade visitors not to drop out by limiting their options - remove link navigation, for example. Prominently display delivery options and costs. Sell the goddamned product…

7. Clear scent trails
How easy is it for a novice web user to get from A to B? You need to encourage visitors to walk / run down that conversion path. Conducting usability testing on your landing page templates may also provide you with some answers.

8. Grammatical accuracy
Its important, innit? Because people don’t like spelling mistakes and stuff like that. First impressions count.

9. Reinforcing credibility
Testimonials, press, kite marks, partners, visible customer support options. All these things convey trust and respectability. They ease the mind of the prospective buyer, who might not know your brand. Trust is very important.

10. Good use of images and colour
Presentation (eg: colours, graphics, icons) can play a big role in reinforcing purchase intent. Avoid clutter. White space and big fonts. Smart layout.