When you use Google Ads and Bing Ads, the most important asset to consider is an effective landing page. From experience, we have seen landing pages become home pages and that’s probably one of the worst mistakes you can do. Nowadays, creating landing pages is becoming easier with page builders like HubSpot, Canva and Unbounce. Once you create a great landing page then you can see improved conversion rates and much more leads or sales. We will go over the best practices that you can make to build landing page that will generate a much better conversion optimization.
Short and Long Content
Creating a landing page with short and long content should be an A/B test or experiment. For long content, you’ll want to focus on details and information that’s helpful for customers to digest. Include infographics, bullet points, pros and cons list, and a clear call to action button. Additionally, you can also use 3d visuals and zoom feature that will showcase a product in a 360 degree motion. Always remember to separate the images and content you put on the website with reasonable margins and padding.
For short content on a landing page, you’ll want to keep it minimize the scrolling and include popular keywords that you would use in advertising. For that reason, you don’t want people to keep scrolling and it would be best if they don’t scroll at all on a desktop. Keep the sentences short and keep the headlines with a reasonable font size. Use a header image that stretches across the website width. Furthermore, you’ll also want to keep the lead generation form boxed in without using a lot of margins or padding.
Remove The Menu
The menu on a landing page is not necessary. With that in mind, you should remove contact us, blog, and any menu items that you have on your website. The only button that will take your customers away from your landing page is the logo which should link to your home page. After you remove the menu, you can put promotions and a customer service phone number. Without the menu, your customers will have less distractions and they will only look at your page. Building a landing page without the menu can pay dividends for you in conversion rates, leads and sales.
Include a Chatbot
Did you know there are AI chatbots that can answer customer questions 24 hours and 7 days a week? Well now you know and you can start using one for your landing pages. For better or worse, AI can help us and using chatbots on your landing pages might help you with you conversion rates. Optimizing and building a landing page with a Chatbot can help serve your customers well and it can make them stay longer on your page. For that reason, this is one of the best practices you can use and you can find many great chatbots anywhere on Google. You’ll want to keep the chatbot at the bottom of the landing page. Soon enough we will have Chatbots that will know your name.
Short Lead Generation Form
Nobody likes to fill out long forms so its also a great practice to make them shorter. Include relevant information like name, phone number and email. This will speed up the conversion that you’re trying to make from your landing pages. Having shorter forms does not disqualify the leads as not high-quality. As a matter of fact, the quality of your advertising campaigns that you run on Google and Bing will do that.
Exit Popups
Building an exit intent popup into your landing page will serve you well. In other words, you should look into creating an exit popup that will show up when customers are trying to exit by clicking on the close button on tabs. This popup is essentially a way for you to collect a lead form or sale as a last resort. This popup will have all the essential lead form inputs. To test this feature out, you can use a Raven Tools URL builder for Google Analytics. As a result, you can track how many of the conversions come from the popup instead of the lead forms on the landing page.
Lead Form Placements
Don’t fall victim of poor lead form placement. For that reason, you’ll need to test out where your best lead forms perform the best. Do they perform better on the left side or the right side of a page? All of us read from left to right so it would work be conventional to put an image on the left and lead form on the right. The middle is also a popular option and sometimes it performs much better than both left and right. What you can also do is place 2 forms on one page. One form at the top and the other form at the bottom. Once again, these are cases that your digital marketing team and developers can both look at.
Informative Video
What’s worse than a person who lands on a landing page and they leave without getting enough information. Building a landing page that includes an informative video about the product or service is the answer. Most people nowadays are using videos to learn how to cook or change a tire. The moment people see an embedded video on the landing page, they will quickly press play.
Landing Page Clicks
Using Google Analytics is not enough to give you a good picture of where your customers are clicking. To solve this, Hotjar is a helpful tool that will solve all those times people clicked on your landing page. With this tool, you can optimize your website and build a landing page that provides the best results for your business. If Hotjar is pointing out that some people are clicking on the menu then it’s a good idea to start removing the menu. On the other hand, if they click on the video then it’s best to keep it on the page.
Conversion Rate Optimization
As you can see, optimizing your landing page can take so many turns. Building a landing page will take time and patience. Most importantly, you’ll have to test page loading speed to make sure that your page is loading fast. With a slow loading time, this will cause you to lose customers. For other reasons, you’ll need to have a digital marketer to start your campaigns on Google and Bing. You’re in good hands with My Digital Marketing Help because we help clients with PPC advertising on Google, Bing, Facebook and Instagram. You can book a call with us to schedule a convenient time for you and we can go over what campaign objectives will serve you for improved landing page optimization.
