How to create a landing page that converts well for paid campaigns
The largest error we notice is not optimizing your landing page for the campaign when investing marketing dollars in paid advertising. Although it is inexpensive to have visitors come to your website, you will typically need a specific landing page that is optimized for conversions for those campaigns and audiences.
Why Do Paid Campaigns Require Me to Create a Landing Page?
It’s simple; just consider the user’s trip. This user might not be familiar with your company, what you have to offer, or why they ought to choose you over a rival. When someone clicks on an advertisement, they are either directed to a contact page that doesn’t clarify what your business does or a homepage without a clear call to action. You should incorporate both while developing a landing page, especially for your paid advertising. You may encourage a visitor to convert without having them leave your website by providing them with high-level information and a clear call to action.
What Information Must a Paid Landing Page Contain?
1. A headline that is simple and straightforward
Every time we create a plan for testing a landing page, we start with a headline test, and each time, the snappy, succinct headline is what convinces a user to convert. We don’t hold it against a company when they want to use a headline that contains their motto or number of years in business, but users will convert when your message is clear and to the point.
2. An obvious call to action
Above-the-fold refers to the area a person sees when they first arrive at a webpage. The call-to-action should always be there when a user lands on your page, whether they are using a desktop, tablet, or mobile device. A form, button, or phone number should always be present on paid landing pages you create. If you are travelling along this route, we advise using a phone tracking number.
By utilising a button colour with high contrast or, if using a form, by making it stand out from the rest of the page, the form or button should stand out from the rest of the page. You get right to the point about what you are providing that will convert users.
3. Short Content
Conscious, easy-to-scan material should always be used on paid landing pages. Keep in mind that potential customers are seeking rapid information on how this might help them while promoting your service or product. To make it simple to skim and comprehend, we advise using short paragraphs, bulleted lists, or callouts with graphics or icons. This also entails keeping the page’s length short to entice visitors to complete a form and request additional information.
4. Disable all links
Don’t offer your user the opportunity to visit another page. Conversions are what matter most in paid advertising. Users won’t convert if you give them the opportunity to read more or visit another website. This includes avoiding adding a phone number (unless it’s trackable), any social media links, or “learn more” buttons, or hyperlinking your company’s logo.
To keep boosting conversions, every sponsored landing page should be evaluated against variations. Depending on the difference in conversion and the amount of traffic to the page, we advise testing every 30 to 90 days. You can determine what works best for your users by conducting tests. As was already noted, a few things to attempt first include running a headline test, moving pieces around, and experimenting with fresh graphics or content sections.