4 Design Elements Your PPC Landing Pages Can’t Ignore
There are some design elements your PPC landing pages can’t ignore, as a design someone might think looks good will actually perform very poorly with paid traffic. When it comes to designing landing pages there is only one thing that matters and that is whether or not the page converts traffic. Without conversions all of that paid traffic becomes useless.
It requires constant A/B testing and tweaking to learn what works and every industry’s target market is going to respond to offers differently. There are some design elements that need to be considered regardless of the type of landing page being created. There isn’t a single successful PPC campaign that didn’t spilt test multiple landing page variations before arriving at the design that has the highest conversion rate. Even then, most companies will continue to split test in an effort to constantly increase conversion rates and ROI. Here are four design elements that you simply cannot ignore.
You need to make sure that your visitors can quickly digest your message within seconds of hitting your landing page. If the font is difficult to read or blends in with the background and surroundings the message will take longer to register. If it takes longer than a couple of seconds there is a good chance the visitor will bounce off your landing page.
It’s a good idea to use font that mirrors the font of your main website. This helps with branding and if the individual has already interacted with your brand in the past that familiarity will help to push them towards a conversion. You will also want to make sure that the font renders correctly across all devices, including mobile and tablets.
Look at some of the landing pages used for campaigns in industries that have very high costs per click like insurance and mortgages. Simple flat designs and simple bold font is very common these days because it works. You don’t have to try to impress with fancy font. Often times this will push away potential conversions because they don’t digest your message immediately.
If a visitor can’t identify your call to action within two to three seconds you are not going to convert them. Your layout plays a huge role in converting PPC traffic. Split testing plays a major role in identifying where your traffic is clicking and how far down your landing page they are scrolling. A heat map tool such as Crazy Egg is a great way to see exactly what your traffic is doing while they are on your landing page. Using this data you can relocate CTAs and move your offers to the areas that receive high levels of activity.
You could have an amazing offer and great landing page copy but if your call to action is below the fold and the user has to scroll down to even see it there is a good chance they won’t. This is going to create such a low conversion rate because the offer isn’t even visible. It’s a good idea to have multiple calls to action on your landing page: one above the fold, another in your sidebar and then in the footer area, for example.
The overall color of your landing page has to be appealing and there is a psychological element when it comes to color choice. You can get some more information by checking out this infographic. The color of your text and call to action buttons will also impact your conversion rate. There are many programs that will allow you to split test several button styles and colors to determine what your audience reacts better to.
If you are using a lot of images in your design don’t forget to include some white space to highlight certain aspects of your landing page. You don’t want everything to blend together and confuse your visitors.
4. Conversion Path
It is important that the entire process, from clicking on your PPC ad to completing your offer, runs smoothly and your prospect moves along the conversion path effortlessly. Does your PPC ad copy match your landing page ad copy? Is the visitor going to get exactly what is promised in the ad?
If your ad offers a free trial or download then your CTA should be exactly that. If your landing page is not relevant to the ad that brought the visitor they will leave right away. The best PPC ad copy alone won’t convert your visitors just like the best landing page won’t automatically convert traffic. Both need to be one, creating a seamless path from ad to offer. When this is done correctly your conversion rates will high and they will continue to increase as you continue to optimize your campaigns.
Think of the last landing page that you interacted with. If you signed up for a trial offer or registered for a service such as Netflix how was your experience? It was obviously successful from the advertiser side as they converted you. Next time you are interacting with a landing page review these four elements and chances are they will all be addressed correctly if you end up converting. Smart PPC bidding strategies and optimization is only half of the battle. When that paid traffic hits your landing page the elements described above dictate whether or not that traffic converts into leads, sales and revenue.