10. Keep the Messaging Between Ads and Landing Pages Consistent Sure, this might seem like a no-brainer, but you’d be amazed by how many advertisers fail to do this. If there’s a disconnect between what the ad promises and the landing page delivers, you may as well have a broken URL in your ad for all the good it will do.assum.
9. Radically Change the Sign-Up Flow of Your Landing Pages Changing button colors and font kerning might feel like you’re moving the needle, but in reality, you’re wasting time and missing out on opportunities for huge conversions. To see big results, you have to make big changes, and radically adjusting the sign-up flow of your landing pages is one of the biggest changes you can make.
8. A/B Test the Position of Forms on Landing Pages A lot of marketers focus too much on landing page forms themselves (more on this shortly), but far fewer consider where those forms should be. We strongly recommended testing the positioning of landing page forms on your pages to see considerable gains in conversion.
7. Make Your Landing Page Forms Mobile-Friendly Ever finished filling out a web form on your mobile device? No? Then expecting your prospects to amounts to lunacy. Mobile ads are so effective because they appeal to consumers’ desire to buy something right now, which means your mobile landing pages – and their forms – need to make it as easy as possible for them to convert while they’re on the go.
6. Craft a Killer Call to Action If you’re still using “Submit” as your call to action, it’s time to rethink your strategy. Calls to action are incredibly important. They can mean the difference between a bounce and a conversion, yet so many advertisers don’t seem to give them more than a few minutes’ consideration. Without a strong CTA, it doesn’t matter how good the rest of your landing page is.
5. Use ‘The Voice of the Customer’ In Your Copy Design considerations are very important to the success of a landing page, but the copy is just as important – if not more so. One of the best ways to create a compelling landing page is by using “the voice of the customer.” Far too many landing pages (and marketing materials in general) are filled with sleazy marketing buzzwords and terminology lifted straight out of sales training manuals. This is particularly evident among enterprise-level businesses, many of which seem to think the more indecipherable the language, the better. However, speaking to customers using their language is far more effective, and will result in much higher conversion rates.
4. Use ‘Power Words’ In Your Landing Page Copy Using the voice of the customer in your landing page copy is powerful. Combining this with “power words” can make your pages damned near unstoppable. In this post about how to write persuasive landing page copy, I explain how utilizing power words in your copy can take a compelling message and make it almost irresistible. However, using power words is about much more than choosing certain words or phrasing carefully; it’s about structuring your copy in ways that appeal to your prospects’ emotions.
3. Include Video on Your Landing Pages Including video on your landing pages can be very powerful, especially if you’re trying to convey a complex idea without bogging your visitors down with reams of text. Video is also an excellent way to reinforce your overall messaging and branding.
2. Use New Ad Formats and Get Rid of Your Landing Pages Altogether For our final two landing page tips, we’re busting out the big guns and advocating for a truly bold strategy – getting rid of landing pages altogether. This might seem counterintuitive (or downright crazy), but today, there’s actually no real need to force prospects to a landing page at all.
1. Use Call-Only Campaigns Our final landing page conversion optimization tip is another that removes the need for landing pages altogether. The reason this is our top tip is because, quite simply, it blows the others out of the water in terms of its potential impact on your conversion rates. On average, users are NINE times more likely to convert from a mobile SERP than a desktop SERP. When you combine this with the fact that calls to businesses are worth at least three times as much as clicks, there’s a powerful case for abandoning the traditional landing page by using Call-Only campaigns. AdWords’ Call-Only campaigns allow you to include a clickable phone number as part of your ad. This actually replaces the traditional URL altogether, meaning that your ad lets visitors call your business directly from your ad – no clicks, no web forms, no landing pages. Just get straight to the point and help prospects pick up the phone and call you.