While managing PPC projects CPC is the term that most of you worry. You always think how to manage CPC at a lower level and yet drive more visitors to your site. Now what happens when the visitors visit your page? Do they perform what you want them to do? Do you worry about CPA or Cost Per Acquisition? If you don’t then its high time to think.PPC and SEO is no more limited to just increasing the number of visitors. You also need to show ROI or Return on Investment to the client. Are the visitors are actually being converted to clients or generating any enquiry? A few tweaks in the landing page can improve the conversion percentage. Lets discuss what are the key factors that play a vital role in LANDING PAGE OPTIMIZATION.
Simple Design: Landing Page is often not the part of the main website. It’s a standalone page in major cases. Don’t over decorate the page and divert the attention of the visitor to the design rather than performing some action. Follow the old saying “Don’t make the frame beautiful of a good picture” So don’t get the main focus lost in great designs. Just keep it simple.
Keep in mind the Cognitive Aspects: Users usually never read word by word. Rather they prefer to read the entire page as an image. So add only that much text which the user can digest at one look. Avoid long paragraph texts and multiple images. The vision path of a normal user moves from left to right, then diagonally down and then upwards, completing a right angled triangle. The below picture will explain the trajectory of vision.
Point A to B is very important. So use that position to communicate your most important message. Then diagonally down keep the other elements to support your message. Finally keep the other elements across the right border. Keep the most important elements in the first fold and if possible avoid the second fold. This issue is often called Iceberg effect. But if you have a second fold, give some indication in the first fold so that the user knows something is there under and he needs to scroll.
Direct Communication: Avoid using poetic language. It may add some credibility to your imagination power but visitors don’t have time to read… then think..then make out the meaning and perform call to action. For example if you are selling Mobile phones at a cheap rate then don’t say “Who said Mobile Phones are Expensive” but directly communicate “Buy Mobile phones at a cheap price”
Enquiry Form: If you have an enquiry form in the landing page and you need your visitors to fill it then keep the form as simple as it can be. Do not add irrelevant fields and irritate the customer. Only put ask for relevant information that will help you to serve the customer. At the end of the form add a disclaimer that the information are safe with you. This will increase trust and you will get good business leads.
Call to Action: Your call to Action should be well defined. If you are selling a product then the “buy” button should be very prominent and in the most important position. Use multiple call to Actions like placing “Buy button”, Filling up a short form, Registering your mobile number etc. This will improve the probability of getting a lead if the visitor is not converted to customer. At least you will not lose a visitor
Indication: Always give the visitor an indication of where they are and where will they goes after clicking a particular hyper link. Don’t do any guess work. Always guide the visitors so that they can navigate effortlessly and reach the payment page.
Trust: Building Trust is very important. A visitor will buy from you only if he has faith in you. Always add some testimonials/video/awards list to the landing page. These need not to be in the main visibility region. But once a visitor gets impressed on your product and prices he will surely look for some recommendations and then your testimonials /videos and awards and recognition may strengthen his belief that you are a company worth trusting
Testing: Create multiple variation of Landing page and perform AB Testing and Multi variant testing from www.google.com/websiteoptimizer. This will help you to understand which design is actually converting more and then you can make decisions accordingly.
