Conversion Best Practices for PPC and Landing Pages

Conversion Best Practices for PPC

You’re spending money to drive traffic to your website, but are you testing your landing pages to make sure they convert at maximum levels?

Our projects follow the best practices provided by Marketing Experiments. Some specific examples of the best practices for PPC conversion are listed below for your reference. We institute these practices when we manage your PPC campaigns for you.

  • Make sure you are not optimizing the web page. You need to optimize the user’s thought sequence instead!
  • Be sure to have only 1 main call to action on your landing page. Otherwise users will get confused with what they should do.
  • Make sure that the value proposition you are communicating in the ad is very clear on the landing page. That’s how you get the initial relevance in terms of your ads and landing pages. Then once the customer gets there, you use your company’s value proposition to show them why and how to buy a specific product on the page.
  • Use the term “FREE” in your ad copy as it raises click thru rates.
  • In the ad copy, don’t mention 20% to 50% discounts. Specify your largest discount by using “Up to 50%” instead.
  • If you offer a money back guarantee, that is absolutely something you also want to test in your pay-per-click ad.
  • On landing pages, reduce anxiety by saying your factory authorized (if you are). You can prove it with the seal, put that on the page.
  • You want to confirm that the discount offered in the ad is visible on the landing page. You want to remind them of that throughout the entire order process.

The Conversion Funnel

Attracting prospects depends on a good first impression. So, it’s easy to see why the beginning of the funnel gets more attention from marketers. However, retaining prospects depends on maintaining that positive first impression throughout the conversion process.

It is critical to understand that each click you ask the user to take, you must provide a perceived benefit to them for making that click. You are constantly fighting the battle against friction and anxiety on a web page, so enticing the users to take action requires some incentive on your part. The good news is that the incentive does not have to money or free stuff. As long as its a perceived benefit to them, that offsets the friction.

Each step in the conversion funnel should follow a congruent path, so that the message, tone, and value is consistently communicated in each step. Remember that with every step, its a chance for the user to click away or leave the site. So be careful to reinforce your value proposition throughout the process, offer incentives to complete the funnel, and reduce their anxiety along the way with client testimonials, Better Business Bureau seals, SSL certifications, and so on.


PPC Conversion Funnel

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