In our latest Inside PPC post we started looking at landing page best practices and we’re back today to round up our list. Our aim in these posts is to run through the key best practices to give you have everything you need to create landing pages that convert and turn your ad spend into profit.
We want to go a step further than that though, so in Part Three we’ll explore some examples of where you may want to break best practices to give your landing pages to improve performance and get an edge on the competition.
Rule #6: Know your web form best practices
We recently posted an article on web form best practices and it’s no accident that we published it before Part Two in this series. Forms will play a large role in many of your landing pages – perhaps all of them – and there are plenty of guidelines to follow when it comes to form design and user experience.
As we mention in the web forms article, 67% of users abandon them before hitting the ‘submit’ button which can kill conversion rate across your entire website – not only your landing pages – so get your forms in shape first.
Rule #7: Make it mobile
This was one of the best practices for web forms as well and it should really apply to your entire online presence. In a world where mobile searches outnumber desktop you can expect plenty of people to see your ads on handheld devices and you don’t want poor mobile UX to scare them away as soon as they click.
Rule #8: Measure performance in Google Analytics
Google Analytics has a dedicated dashboard for landing pages, which you can find by clicking on the Content tab on the left-hand column and selecting Landing pages. You’ll also want to set up goals in Analytics so your data points towards actionable improvements and you should also take a look at event tracking to pinpoint where users may be having problems.
For more info on using Google Analytics to measure your landing page performance take a look at this article by the guys over at Unbounce.
Rule #9: Turn your data into actionable improvements
If you’ve followed landing page best practices you should be off to a good start, but now it’s time to start fine-tuning individual pages for better results. Each landing page should have it’s own goal and this is why it’s so important you track them in Analytics.
Let’s say you have a landing page designed to generate email signups and you’re tracking this goal in Analytics, but your conversion rate is much lower on mobile. Without measuring landing pages, tracking goals and segmenting data by device you would only know your PPC campaigns are underperforming. Collect the right data, though, and you’ve narrowed it down to a landing page issue, which landing page is causing and realise you need to optimise better for mobile.
Rule #10: Look beyond the landing page
Landing pages are the symbiotic middle ground between your AdWords account and the calls to action that yield ROI, which means your campaigns and entire website need to be optimised for better results as well.
Even if visitors fulfil your landing page goals, they may not make it as far as the final conversion that brings on the profit and you may need to look further down the sales process. Even the best AdWords campaigns and landing pages can only do so much of your checkout process is problematic, for example, or you have UX issues elsewhere on your site.
Next time on Inside PPC
In Part Three we’re going to move beyond landing page best practices and look at times you may need to break them before you can get the best results. So check back with us soon for more tips on landing pages and be sure to get in touch if you have any problems in the meantime.