Today, we are going to go back to PPC management basics: increasing conversion rate via landing pages. Landing pages, as you well know by now, are crucial in determining conversion. Amidst all the analytics, the formulas and the strategizing, it is easy to forget the very basics of PPC management so here is a bit of refresher, courtesy of PPC Hero.
1 1. Don’t make your copy too technical. Sure, you want to be the industry expert. But you don’t want to alienate your audience in the process so strike a balance between professional and easy to digest writing. In PPC management, your landing page is your first impression. Don’t drive potential customers away with jargon.
2. Keep your contact forms short and sweet. Of course you and your PPC management expert want to “screen” your customers to make sure they are worth the effort. That’s understandable. But don’t make it too obvious. If you have a specific market in mind, ask specific questions to filter the unqualified leads.
3. Let customers know what they can get from filling out your contact form. Specify the next steps. Are you going to call? Are you going to send an e-mail? A “thank you” gift? A white paper? Be clear from the get-go. Any PPC management expert will tell you that the landing page should carry the specifics.
4. Remove additional navigation from the landing page. Aside from the fact that it clutters the aesthetics of your landing page, additional navigation can also give your potential customers a reason to navigate away from the page. In addition, you should also remove links to other services and links to the home page.
4. Organize. Just because it’s the landing page does it mean that everything has to be there. Keep the copy specific and concise. Add relevant and professional photos and keep your forms short. This is what PPC management 101 is all about.
5. Make sure to test different styles of landing pages. A/B testing is another PPC management basic. For the uninitiated, A/B testing is having two identical pages except for an element which you vary in one of the pages. When doing this kind of test, only one element at a time should be tested.
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