So after yesterday’s post, hopefully you’ve now got your CRM software in place and you’re ready to move to the next step toward improving the quality of leads from your PPC program. The next step: implementing landing pages. Today we’ll cover some basic best practices and rules to create landing pages that help draw quality leads, and tomorrow, we’ll get into more advanced landing page techniques.
First, if you’re not already using landing pages for your PPC campaigns, shame on you! Landing pages have been proven to be a key factor in PPC conversion, so they’re truly a MUST if you want to see higher conversion rates and lower cost per conversion. I highly recommend the Marketing Sherpa Landing Page Handbook to help you get started. It’s full of great case studies and research. While the $497 price tag may seem a bit much, I will tell you that my firm considers it the Bible on landing pages. So buy it.
Why do landing pages work better than most website pages at converting PPC respondents? Simply put, when designed well, a good landing page puts the main call to action directly on the landing page itself. Most websites, because of the very nature of how site visitors look for information on a website, are designed for visitors to browse several pages to find desired information. A website is communicated a lot of information, and so it must be organized into categories, thus often causing the visitor to have to search around for a call to action. A landing page, however, takes the old three-click rule in mind and incorporates the call to action directly on the page itself — minimizing the number of clicks required to reach the call to action and thereby reducing the possibility of abandonment.
Key Elements to a Good Landing Page
The first question to ask yourself is “What is my main call to action?”. As a B2B company, your goal is likely lead generation; thus the call to action will likely be for a PPC ad respondent to fill out a form, providing lead data that is then stored in your CRM system for your salesforce to follow up on.
Case Study: Clovis Group
Clovis Group is a recruiting firm in the mid-Atlantic region of the U.S. Originally, when they began their PPC advertising campaigns to attract businesses interested in recruiting services, they were landing PPC respondents on the home page of their website. Using the home page as the campaign landing page, Clovis was only realizing a conversion rate of 1.17%.
Because Clovis offers specialized recruiting in several areas, including IT, Sales and Accounting, the home page did not serve as the best choice for a landing page because there were too many options on this page. One thing we already knew about PPC ad responders from Clovis — based on what campaign, ad group or keyword they responded to, we already knew each individual ad respondent’s area of interest: IT, sales or accounting recruiting services.
To provide more targeted information to the ad respondents, Clovis then changed the landing page to a website page that better corresponded to each of these services, based on the interest of the respondent. So for instance, if a PPC ad respondent had searched on a “sales recruiting” related term, he/she then landed on the sales recruiting page of the website:
By making this simple change to land ad respondents on a landing page more targeted to their original search query, the conversion rate doubled to 2.40%.
But we knew a landing page could increase the conversion rate even further. By creating a landing page targeted to the respondent’s interest AND adding our call to action (in this case a sign up form) to the landing page itself, how much could we increase conversion rate?
By incorporating the key information about sales recruiting and the sign up form directly on the landing page, the conversion rate skyrocketed to 12.5%.
Coming up tomorrow…
Tomorrow we’ll cover some more advanced approaches to landing pages, including how A/B or multivariate testing can help you further measure and improve lead quality. Stay tuned!