Some people call landing pages “squeeze pages”. I don’t. I call them landing pages because when I think of “squeeze” I think of Darth Vader making orange juice…
But that is NOT the point of this post. The point of this post is to explain the FIVE elements of great Pay Per Click lead generation landing pages. Lead-gen is our bread and butter and we’ve cycled through many iterations of landing pages. Our experience boils down to five things:
1. Build Trust
2. Overcome Objections
What is it that holds your customers back from buying? Is it the high price point? Then show the value in your product. Are there many substitute goods in your market? Do a side by side comparison highlighting your strengths. Does your product seem hard to install? Show a video of someone installing the product. Address their concerns and overcome them so they are more willing to take action. This question helps guide the content strategy which we will discuss next.
3. Relevant Copy
When someone searches for “fresh squeezed orange juice” your landing page needs to talk about “fresh squeezed orange juice”! Pretty simple right? Not so much. Beyond that you need to know WHO it is you’re talking to, including their demographics and pyschographics, and tailor the page to them. The difficult part with this is replicating across dozens of keywords. We usually go with themes or use dynamic keyword insertion. We’ve also used dynamic city insertion with good results. In the end, relevancy helps both Quality Score and conversion. We’ve found that following the “SEO optimized page” practices will land you high QS marks for landing page.
Eliminate distractions is the name of the game. Take off that navigation! Don’t ask for more info in the form than you need! Captcha? No way! Once you determine what the goal of the page is (capture the lead) then everything on the page should help move them to take that action. How your form is structured is a big part of this; if you need a lot of information split it up into multiple steps so it seems less daunting, in multi-step forms ask for personal info last, put first and last name into one field, don’t ask how they found you, etc.
Knowledge is power. That is especially true with the data Adwords and landing pages can give us. You should start with Analytics and tie it back to Adwords to see how each keyword performs. However, the key piece of data that many marketers look past is tracking the quality of leads and tying that back to Adwords data. Leads/conversions are not created equal so knowing which are of high value is paramount. We not only track that but also automate the bidding of lead quality through Marin Software (Avalaunch Media PPC is Marin Certified yay!).
BONUS – Don’t forget about your thank you page! This page is more than just a place for confirmation code. It’s an opportunity to upsell, reinforce your brand, tell them what to expect when they get a call, have them subscribe to your blog or social pages, or more. We should call these pages “More-than Thank You Pages”
Creating a landing page is like going to bat. With past experience you try to hit a home run on each page, however you’re not going to hit it over the wall every time. Once you’ve created your page you need to test and optimize your page to continually improve your conversion rate! Eventually you’ll knock it out of the park.