You are likely reading his article because you are frustrated by the lack of clear, reliable knowledge online about landing page optimisation. It can certainly be confusing when there is so much conflicting information floating around the internet. Therefore, I have created this guide to help you navigate the process.
Fundamentally, there is little use in generating traffic and the attention of your target audience if you cannot get them to perform the desired conversion once they reach the landing page. Within this blog post, I am going to share with you how you can influence the behaviour of Google Ads visitors through landing page optimisation.
First of all, I would like to focus on the most important point regarding landing pages for Google Ads – the selection of keywords! If the keyword is not predestined for conversion, landing pages will barely bring you leads or sales. Before you start optimising your landing pages, you will need to check your keywords carefully, placing yourself in the position of your potential client.
Determine your keywords
Ask yourself following questions for each keyword in your campaign:
- Is this keyword option specific enough?
- Is there a buying intention behind this keyword?
- How far in the buying process is the user already when he enters this keyword?
- What keyword might the user enter instead to buy the item or use the service?
- What does the user want to achieve by entering this keyword?
I then use the following 3 questions to examine my keywords before I use them because each search intention represents a different stage in the customer journey.
- Is the user looking for further information? (informative search)
- Is the user wanting to buy something? (transactional search)
- Is the user seeking a specific place or brand/navigation? (brand orientated search)
With the final of these three, there are a few further elements to consider. These keywords can be difficult to interpret, as several different intentions can be hidden behind the keyword. Many users are simply too comfortable to formulate a detailed search query, or to enter the domain in the address bar.
For example; if someone googles for the ‘Adidas’, this can have several backgrounds. The client knows the navigation path on the Adidas page that will lead him to the shoes he wants to order. Or he might be looking for a store nearby, in search for employment with the company. It is therefore difficult to decipher what his intentions are from his keyword search of origin.
5 Landing Page Optimisation Best Practices to Improve Your ConversionsNow that we have dealt extensively with the user intention, let’s move ahead to how you can optimise your landing page!
Place your keyword strategically on your landing page
When a visitor lands on a website, they should be able to see immediately if they are where they wanted to be. It is therefore recommended that the keyword entered is visible and thematically meaningful. Ideally, ad copy should use the same wording as the landing page.
It is recommended to position the entered keyword in the following places on the website:
- Alt Attributes of the images
- Within text
Certainly, proof and relevant terms that you may know from the WDF-IDF analysis also play a role. These are terms that are closely related or connected to the actual keyword. If you have SEO-optimised your landing page, then keywords will be one and the same in Google Ads. As a result, the probability is very high that this keyword will have a great quality factor and a low click price.
Using conversion driving elements / call to actions
If you want your ideal user to start conversion or a purchase or a contact request, you must make your visitors aware of what you want them to do. By simply placing some CTA (call to action) buttons in a visible position you will be optimising your chances of conversion ultimately.
Your landing page should inspire confidence in your work. If this is not the case, users will leave the website again within a very short time which will affect your bounce rates and decrease your conversions.
Here are some very simple, actionable methods to help you promote client trust in your business:
- Testimonials: Previous customers hold a great amount of power – never forget the impact word of mouth can have, both online and offline.
- Customer Reviews: Emphasize that your customers are satisfied with the service or products. (Trusted Shop / Google My Business Reviews)
- Awards/Certifications/Labelling: By referencing accolades and recognition of your value, you will be increasing your conversion power tenfold.
- Ease Of Use: Outdated designs and information that dates back to 2001 is only going to end in disaster. Would you trust someone whose last blog post was 5 years ago? Exactly.
- References: When users see that other well-known companies have already worked with you, it will create trust in your abilities to deliver what you are promising them.
- Personable Imagery: In an online world it can be hard to know whose who – reduce potential disconnect by placing high-quality headshots of your key staff members on your site.
- USP: Your unique selling point needs to be clear from the offset. Make it clear to your visitors why you are the right company for the website visitor and what makes you different from the rest of the competition.
Make sure that the website loads as fast as possible. Internet users want to find results in a fraction of a second and they won’t wait around for slow pages.
According to Google, half of all search queries now take place on mobile devices. As a result, you should pay attention to the speed of your website on mobile devices, as it could be a deal-breaker for some customers if they cannot access information quickly enough!
Test how Google rates your page speed for mobile devices and desktop PCs and get tips on what can be improved on the site to shorten the loading time on this page.
It must be clear to the user directly on the landing page what he has to do. In our case, this would be to make an inquiry or start an order. Because of that, confusing animated pictures, unnecessarily many parallax elements, pop-ups, other gimmicks or elements that distract or confuse the user should be turned off directly.
The checkout process on an online shop must be as quick and easy as possible. Move all unimportant actions such as registering for a customer account to the end of the ordering process to prevent losing custom mid-way. Unnecessary information requests are conversion killers. The check out process should be completed within two to three steps at a maximum.
Don’t forget – think how quickly you would give up on a line in a supermarket if the service was slow and there were many people in front of you. The same applies online!
Landing Page Optimisation Checklist/h4>
- User intention considered (keywords)
- Content reference of the ad copy to the content / content of the landing page
- Keywords that are useful and visible on the landing page.
- Conversion-driving CTA’s positioned in a visible positions.
- Trust-building elements (references, employee pictures, testimonials, seal of approval, etc.)
- Unique Selling Proposition (USP) optimisation.
- Short loading times both on desktop and mobile devices.
- Easy navigation.
- Contemporary design
- No distracting content (banners, pop ups, etc.)
…and there you have it!
You are now equipped for landing page optimisation, helping you to finally achieve your company goals, and drive conversion rates up without delay.
I hope you have found this guide useful, and I look forward to sharing further insights with you in the near future. Until then – start implementing the changes you need. Probably, you will be surprised about how quickly you will see the results.