Landing pages are a crucial component of any successful PPC campaign, as they are specifically designed to convert website visitors into leads or customers.
However, simply creating a landing page is not enough.
To maximize the effectiveness of your PPC campaigns, it’s important to optimize your landing pages for better performance.
In 2023, the competition for digital advertising space will be even fiercer, making it essential for businesses to stand out from the crowd.
By optimizing your landing pages, you can increase your chances of converting visitors into customers and achieving a positive return on investment (ROI).
In this article, we’ll explore eight key strategies for optimizing your landing pages for better PPC performance in 2023.
From testing your USPs to incorporating user-generated content (UGC) and videos, to making your offer clear and using testimonials, we’ll cover the best practices that will help you create landing pages that convert.
1. Test your USPs
Unique selling propositions (USPs) are the features or benefits that make your product or service stand out from the competition.
Testing your USPs is crucial because it allows you to determine what messaging resonates best with your target audience and drives conversions.
To test your USPs, you can use A/B testing, which involves creating two versions of your landing page with different USPs and measuring which version performs better.
When conducting A/B testing, it’s important to only test one variable at a time, such as the headline or the value proposition, so that you can accurately measure the impact of each change.
When developing your USPs, it’s important to keep your target audience in mind: your USPs should be tailored to their specific needs and pain points.
For example, if you’re targeting budget-conscious consumers, highlighting your product’s affordability and value for money might be more effective than emphasising luxury features.
Finally, make sure that your USPs are clear and prominent on your landing page. They should be visible above the fold and reinforced throughout the page with supporting messaging and imagery.
By testing your USPs, you can ensure that your landing page messaging resonates with your target audience and maximizes your conversion rate.
2. Optimize above the fold space
Above the fold space refers to the portion of your landing page that is visible without the need for scrolling. This area is crucial because it’s the first thing visitors see when they land on your page and can make or break their first impression.
To optimize above the fold space, you should focus on creating a clear and compelling headline that immediately communicates the value proposition of your product or service.
a. Use attention-grabbing language that highlights the benefits of your offering and differentiates you from the competition.
b. In addition to a strong headline, you should also include a prominent call-to-action (CTA) that encourages visitors to take the next step, whether it’s signing up for a free trial, making a purchase, or filling out a contact form.
Make sure your CTA is visible and stands out from the rest of the content on your page.
Visual elements such as images, videos, and infographics can also be effective in optimizing above the fold space. Use high-quality, relevant visuals that support your messaging and draw visitors’ attention to key areas of the page.
Finally, keep in mind that above the fold space is limited real estate, so you should focus on keeping the content concise and to-the-point. Use bullet points and short paragraphs to convey your messaging quickly and effectively.
By optimizing above the fold space, you can ensure that your landing page makes a strong first impression and encourages visitors to engage with your offering.
3. Include UGC and other videos
User-generated content (UGC) and other videos can be powerful tools for optimizing your landing page and increasing engagement.
UGC refers to content created by your customers, such as product reviews or social media posts that can be repurposed to showcase the benefits of your product or service.
Including UGC on your landing page can increase social proof and build trust with potential customers. It also provides a more authentic perspective of your product or service, which can be more compelling than brand-created content.
In addition to UGC, other videos such as explainer videos or product demos can also be effective in optimizing your landing page.
Videos can help to simplify complex messaging, demonstrate the benefits of your offering, and increase engagement by providing a more immersive experience.
When incorporating UGC and other videos into your landing page, make sure they are high-quality and relevant to your messaging. Test different types of content and placement to determine what performs best for your target audience.
Finally, don’t forget to optimize your videos for search engines by including relevant keywords and descriptions. This can help improve your visibility in search results and increase traffic to your landing page.
By including UGC and other videos on your landing page, you can increase engagement, build trust with potential customers, and provide a more immersive experience that can lead to higher conversions.
4. Focus on compelling copy and try different lengths
Compelling copy is crucial for engaging your audience and convincing them to take action on your landing page.
Effective copy should be clear, concise, and communicate the unique value proposition of your product or service.
When crafting your copy, it’s important to consider the length of your messaging:
a. while shorter copy can be more impactful and easier to digest,
b. a longer copy can provide more detail and build credibility.
Testing different lengths can help you determine what resonates best with your audience.
In addition to length, focus on using persuasive language and highlighting the benefits of your offering:
a. Use action-oriented verbs and descriptive adjectives to create a sense of urgency and excitement.
b. Be sure to also address potential objections or concerns that your audience may have, and provide clear solutions or explanations.
When testing different copy lengths, make sure to only test one variable at a time so that you can accurately measure the impact of each change. Use A/B testing to compare the performance of different versions of your landing page and adjust your copy accordingly.
Finally, keep in mind that your copy should be scannable and easy to read. Use bullet points, subheadings, and short paragraphs to break up the content and make it more digestible.
By focusing on compelling copy and testing different lengths, you can create messaging that resonates with your audience and encourages them to take action on your landing page.
5. Include and test CTAs
Call-to-actions (CTAs) are one of the most important elements of your landing page, as they direct visitors to take a specific action, such as making a purchase, filling out a form, or signing up for a free trial.
Effective CTAs should be clear, concise, and visually prominent.
When including CTAs on your landing page, consider the placement and design.
a. The CTA should be prominently placed above the fold and should stand out from the rest of the content on the page.
b. Use contrasting colors and clear typography to draw attention to the CTA.
In addition to placement and design, it’s important to test different variations of your CTA. Test different language, colors, and design elements to determine what performs best with your audience. Use A/B testing to compare the performance of different versions of your landing page and adjust your CTA accordingly.
When creating your CTA, use action-oriented language that clearly communicates the benefit of taking the desired action.
For example, instead of using a generic “submit” button, use language that is specific to the action, such as “Get Your Free Trial” or “Download your e-book.”
Finally, make sure that the CTA leads to a clear and concise form or landing page that is optimized for conversion. Keep the form fields minimal and only ask for the essential information needed to complete the action.
By including and testing CTAs on your landing page, you can encourage visitors to
take action and increase your conversion rate.
6. Try removing navigation
One strategy for optimizing your landing page is to remove navigation from the page.
By removing links to other pages or sections of your website, you can minimize distractions and keep visitors focused on the main message of your landing page.
When removing navigation:
a. make sure that your landing page still provides all the necessary information for visitors to make an informed decision. This can include information about your product or service, pricing, and customer testimonials.
b. use visuals and persuasive copy to keep visitors engaged and interested.
By removing navigation, you can also create a sense of urgency and encourage visitors to take action on the page.
Without the option to navigate away, visitors may be more likely to take the desired action, whether it’s making a purchase or filling out a form.
It’s important to note that removing navigation may not be effective for all landing pages or audiences.
Some visitors may prefer to have the option to navigate to other pages to learn more about your business or product. Test different variations of your landing page with and without navigation to determine what works best for your audience.
Finally, if you do choose to remove navigation, make sure that visitors still have a way to exit the page or navigate back to your main website – use a prominent exit button or link that is easy to find and click.
By trying out different variations of your landing page with and without navigation, you can determine what works best for your audience and optimize your landing page for better performance.
7. Make your offer clear
One of the most important aspects of your landing page is making your offer clear and easy to understand.
Your offer should communicate the unique value proposition of your product or service and clearly outline the benefits that visitors can expect to receive.
To make your offer clear:
a. use a headline that clearly communicates the main benefit of your product or service.
b. use persuasive language that highlights the unique features and value that your offering provides.
c. Your offer should be easily understood within the first few seconds of landing on your page.
In addition to the headline, use visuals to support your offer.
a. Use high-quality images or videos that showcase your product or service in action.
b. Visuals can be particularly effective for conveying the benefits of physical products or experiences.
Finally, make sure that your offer is prominently displayed on your landing page.
a. Use a large font and contrasting colors to draw attention to the offer.
b. Consider using a CTA that is specific to the offer, such as “Claim Your Free Trial” or “Get Your 50% Discount.”
It’s also important to provide clear details about the offer, such as pricing, the length of the trial period, or any restrictions or conditions.
Make sure that visitors have all the information they need to make an informed decision.
By making your offer clear, you can increase the likelihood that visitors will take action on your landing page. Be sure to test different variations of your offer to determine what resonates best with your audience.
8. Use testimonials
Testimonials are a powerful tool for building trust with potential customers and increasing conversions on your landing page.
Testimonials are reviews or feedback from customers that endorse your product or service and can provide social proof of its value.
To use testimonials effectively:
a. choose testimonials that are specific and relevant to your target audience.
b. look for testimonials that highlight the unique features and benefits of your product or service, and address common objections or concerns that potential customers may have.
c. incorporate testimonials throughout your landing page, including above the fold and near the CTA.
d. use visuals, such as photos of the customer or their company logo, to add credibility to the testimonial.
Be sure to also include the customer’s name and any relevant information, such as their job title or company name.
In addition to written testimonials, consider using video testimonials or case studies.
Video testimonials can provide a more engaging and authentic perspective of your product or service, and can help to establish a personal connection with potential customers.
Finally, make sure that your testimonials are genuine and transparent.
a. Avoid using generic or fake testimonials,
b. And always obtain permission from customers before using their feedback.
By using testimonials, you can increase the credibility of your landing page and build trust with potential customers.
Be sure to test different variations of your testimonials to determine what resonates best with your audience.
Optimizing your landing pages for better PPC performance is crucial for achieving a positive return on investment and standing out in a competitive digital landscape.
By incorporating the strategies outlined in this article, you can create landing pages that engage your audience, build trust, and increase conversions.
Remember to keep your target audience in mind and test different variations of your landing page to determine what works best. By continually optimizing your landing pages, you can improve your PPC performance and drive business growth.
Article written for CEE Digital Alliance by Kokos Agency