You have an enticing offer in place, your pay-per-click ads are optimized to perfection, but you are still not seeing the results you expected – so what’s the issue? Without a persuasive landing page, your marketing results are bound to be disappointing. A good landing page grabs the attention of visitors and leads them down the funnel, ultimately converting them into new business for your practice. If you are struggling to get the leads you expected, follow these tips for effective landing pages that are sure to increase your conversion rate.
A good landing page grabs the attention of visitors and leads them down the funnel, ultimately converting them into new business for your practice.
Keep it Simple and Clean
Your landing page’s design has a huge impression on your visitors and whether they convert, or take the desired action. The primary goal should be to make it a simple, easy process for the visitor to complete your conversion objective, whether that is to fill out a form, make a purchase, or sign up for your newsletter subscription. Your landing page design should include an attention-grabbing, yet intentional use of color and images. It should not be so busy and chaotic that visitors will click out of it, but should provide strong contrast when necessary, such as the button color and background.
Keep Forms Short
While your first inclination may be to gather as much information as you can about a visitor, the more fields you include on a form, the less likely they will be to fill it out, thus preventing them from completing a conversion. Only ask the essentials. So what should you include? Research has shown that while most users will provide their name and email address, about 50% will not complete the form if you ask for a phone number or date of birth. Remember, you can always ask for more information later!
Research has shown that while most users will provide their name and email address, about 50% will not complete the form if you ask for a phone number or date of birth.
The most effective landing pages make sure that the copy and messaging used in the PPC ad itself is also included in the landing page copy. Reinforcing the same message points reassures visitors that they are on the right track. It is also important to lead them to the content they are searching for. If they clicked on an ad promoting a comprehensive eye exam, don’t lead them to a page on your frame inventory or one that is so general it does not even mention the comprehensive exam.
Remember, your landing pages should be as persuasive as possible. After all, an effective landing page is the foundation of your paid marketing strategy! Maximize your return on investment by implementing these tips into your landing pages, and watch your conversions increase.
Looking to expand your paid advertising efforts?
These additional resources can help you plan out your paid marketing efforts.