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Keep it Simple for PPC Landing Pages that Sell

Consumers convert on landing pages that are simple. The key to getting consumers to buy your products is to give them fewer choices, minimal distractions and an overall page design and orientation that emphasize the call to action.

For those who are not clear, a landing page is the webpage that appears when a potential customer clicks on a search-engine result link or an advertisement. It needs to be an ultra-specific page that clearly delivers the promise of the advertisement.

Here's our quick guide to creating landing pages that will help boost your site's sales.

1. Define one goal for each page and focus on it. Define your objective (singular not plural) and drive everything on the page to it.
2. Use a vertical flow through the centre of the Sales page. Use vertical single-column body copy through the centre of these pages. Left and right columns must support movement towards the objective with testimonials, press quotes, product reviews, etc.
3. Remove elements that distract eye movement from flow towards the goal. Every element on the page has to work towards the same goal. Ditch all photographs, graphic images, icons and anything else that does not move your visitor to taking the desired action. For example, replace distracting images of sales consultants with a few eye catching images of your product.
4. Strengthen the Call to Action. Place your call to action button in clear view and clearly and concisely tell visitors what to do. Use size, colour and shape to draw the eye to the call to action.
5. Do not use off-page links. Launch new browser windows or use passive pop-ups to provide details or supplemental decision information. Once visitors leave the page, their forward momentum is interrupted and must be re-established even if they do return. Minimising the number of clicks it takes to act will keep visitors more engaged with your message.
6. Simplify Forms - Visitors to your site see forms as a hurdle, so keep them as simple as possible. Ask only for information that is absolutely essential to the current transaction. Any additional information can be requested later in the conversion process.
7. Streamline Text - Visitors do not want to read long blocks of text, so communicate important information through headlines and bullet points and consider removing any long blocks of text.

Sources

• http://www.copyblogger.com/keep-it-simple-stupid-applies-to-your-landing-pages-too/
• http://www.marketingexperiments.com/improving-website-conversion/landing-page-confusion.html
• http://en.wikipedia.org/wiki/Landing_page

Google's 7 Best practices of PPC Landing Page Design

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