Last week I attended a webinar given by Ion Interactive’s Anna Talerico titled “Landing Page Strategies For Higher PPC Conversions.” The presentation focused on the disconnect many advertisers have between their ads and their landing pages. Learn more about why it’s important that you don’t burden the searcher.
“Give the gorilla the banana.” The basis of the entire presentation was to make sure that you are giving the searcher what they want. The gorilla wants the banana, it’s your job as an advertiser to give it to him instead of forcing him to go looking for it. You want to keep the gorilla happy. The relationships Talerico used were as follows:
Gorilla = Searcher
Intent/Desire = Search
Promise to fulfill that desire = Ad
Fulfillment of promise = Landing Page Image via Wikipedia
As an advertiser you want to make it as easy as possible for the searcher to find what they desire, and preferably you want that to be what you are offering. If you show an ad when the user searches, you want it to be appealing enough for them to click on it. You want to guarantee them that you have what they are looking for. Where many advertisers fall short is right after the user clicks. The landing page. If your landing page doesn’t confirm you have what you say you have, the user will most likely back track to the search page and go in another direction. You don’t want this to happen. When there is a disconnect between your ad and your landing page, it creates a burden for users.
Here are 4 crucial best practices to make note of when analyzing your landing pages, as recommended by Talerico:
Message Match. This is the primary concept of relevancy. Make sure the promise you made in your ad is fulfilled on your landing page.
Pre-Conversion Segmentation. This process pre-qualifies your visitors. Post-click marketing practices are ways to confirm the visitor that they are in the right place, and then steers them in the most relevant direction. As Talerico states, it puts them in the right bucket, so you can speak to them more accurately. A good way to do this is through a two-button landing page.
Singular Focus. Don’t let the user get distracted. Keep the promise you made them in front of their face the entire time. If you give them tunnel vision, they are more likely to convert.
Testing. However you prefer to do it, you should always test your landing pages. Whether through multivariate, or a simple A/B test, you need to continually make adjustments so you get the best performing landing page possible.