PPC Landing Pages
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This document provides an overview of landing pages from a PPC perspective. It defines landing pages, discusses their purpose of converting traffic and creating harmony with search intent. It also covers best practices for landing page mechanics, strategies to improve performance, and tips for testing and optimization. The key goals are to engage visitors and guide them through the sales process without creating confusion or distractions from the intended purpose.
PPC Landing Pages
- 1. 10-Spaces Consulting, Inc design & strategy for the web PPC Training Session 6 Landing Pages
- 2. PPC Training Recap • Session 1 - Keyword Meaning • Session 2 - Keyword Research • Session 3 - Adwords Campaign Setup • Session 4 - Advanced Adwords Tools • Session 5 - PPC Ad Copy
- 3. Importance of Landing Pages
- 4. Landing Pages • Critical Function in Conversion Process • Often Overlooked • Misunderstood • Lack Awareness of mechanics
- 6. What is a Landing Page? • An entry point of your website, besides the home page • Page to harmonize user intent with offer
- 7. Types of Landing Pages • Home • Product • Category • Search Results • Lead Generation (see also name squeeze page) • Long Copy (sales letter style) • Email Response
- 9. Keep a file of your own examples of each landing page type.
- 10. What do landing pages look like?
- 11. Goal of Landing Page • Create entry points which lead custom to the exact solution they were searching for • Create harmony in thought process • Carry customer along the sales process • Make broad topics narrow
- 12. Purpose of Landing Page • Pay-Per-Click - entry points, separate from the existing navigation, to target keywords, and convert traffic.
- 13. Purpose of Landing Page • Search Engine Optimization - entry points, within the existing navigation, optimized to one target set of organic results, and convert traffic.
- 14. What’s the difference between landing pages & content pages
- 15. Landing Page Difference • Limited Navigation • Singular Goal • Singular Message • Detailed Explanation • Copy is strategic • Designed to capitalize on general traffic • Designed around single keyword
- 16. Why Are Landing Pages More Simple Than Other Pages? • Focus of strategic content • Content makes the sale. • Design & layout only compliment the process. • Psychological triggers are used.
- 17. Why Have Both Landing Pages and Content Pages • They are both necessary - each serve different purposes when leading prospects through sales conversion (e.g. ‘about us” pg helps PPC landing pg.)
- 18. Functional Result of Landing Pages
- 19. Waterfall Engagement Model • Landing pages are to the sales conversion process as cascading is to waterfalls. • Keep engaged from one sentence to the next • All benefits have been stated, questions answered, objections responded to, credibility established. • Builds momentum toward asking for the sale
- 20. Landing Page Conversion Experience • Visitor waits for page to load, evaluating if worthwhile. • Page load, visitor scans copy. “Should I leave?” • Visitor reads page. Finds disharmony, or confusion. Leaves • Starts conversion process. Not enough credibility and reassurance.
- 21. What Causes Landing Page Abandon? • Not relevant to the exact keyword, and keyword intention of the visitor • Graphics don’t emphasize benefits • Subheadlines don’t help summarize extended copy • Copy is in disharmony with subheadlines or keyword intention. • Commitment seems to long-term • Not clear what action is • Not clear the result of the action • Copy isn’t readable • Forms are overwhelming, or ask for too much info
- 22. Concept: Distracted Buyer Isn’t a Buyer • Great amount of confusion = never make a decision • Everything on the page has to be consistent with keyword intent • Distractions = • disharmony with search intent • negative product aspects • navigation clicks
- 23. Concept: Distracted Buyer Isn’t a Buyer • Even a little confusion = never make a decision • Everything on the page has to be consistent with keyword intent • Avoid customer saying “why am I here again?”
- 24. Concept: Distracted Buyer Isn’t a Buyer • Distractions = • disharmony with search intent • negative product aspects • navigation clicks
- 25. Landing Page Disharmony • “I don’t think this relates to me” • Reader thinks, “No.” • “I don’t really believe it” • “How can that be true” • “I don’t understand what I’ll get for my money” • “I’m confused about my options”
- 27. Landing Page Mechanics • Logo • Response Devices • Headline • Hero Shot • Hero Shot/Caption • Subheadline
- 28. Landing Page Mechanics • Sentence 1, Sentence 2, Sentence 3 Sequence • Testimonials • Guarantees • Offer Bonuses • Deadlines
- 29. Landing Page Mechanics • Credibility, Trust and Assurance Icons • Response Devices • Call-to-Action
- 30. Call-to-Action • Free shipping • Free Shipping with cut off • Inventory indicator / Limited quantity • Add to cart • Irresistible Offer - bonuses, extras
- 31. Insider Tips: Landing Page Mechanics • Removing the Distraction of Navigation • Place hero image on the left, top-fold • Write for both keywords, and audience segments (e.g. personnas) • Vertical 2-column layouts perform the best
- 32. Insider Tips: Landing Page Mechanics • Horizontal layouts create more distractions • Make hero shots clickable • Graphics are secondary to good copy • Response Devices can be throughout - logical points for soft and hard sells
- 33. Insider Tips: Landing Page Mechanics • Make ‘add to cart’ buttons readable from across the room (from your computer screen) • Segment Tire Kicker from Qualified Traffic - two different goals, but can still result in a sale.
- 34. Landing Page Strategies and Performance
- 35. Landing Page Strategies • Lead generation for general traffic. • Convert to qualified customers. • Lower Cost Per Acquisition. • Increase visitor value.
- 36. Landing Page KPI (Key Performance Indicators • Sales as a percent of visitors • Sales by traffic source • Average Sale amount • Average life time value (do they buy more than once) • Visitor Value • Percent of Sales from New vs. Existing Customers
- 37. Landing Page Testing • Headlines • Subheadlines • Intro paragraphs • Add to Cart button colors
- 38. Landing Page Testing • Is the right keyword matched to the right landing page? • Audience Segmentation within one keyword
- 39. Landing Page Dos and Don’ts
- 40. Landing Page Dos and Don’ts • Do have a singular goal for action • Do have a singular purpose to the page • Do use “Add to Cart” for buttons • Don’t create navigation distractions • Don’t try to force keyword intent on landing pages, creating disharmony