The Click Isn’t the Goal — Conversions are!

PPC is a key component of getting engaged traffic to your site, but if your landing page is terrible, PPC can be pointless. A high bounce rate can often be caused by a sub-par experience once users land on the site. From no clear call to action to messy pages and slow load times, there can be many reasons that your website is putting people off. You can have the best PPC campaign ever, but if the conversion rate is low due to poor page design, your results will always be limited.

Understand the Intent Behind the Click

Keeping a flow between your Google Ads and your website is important. It should be a continuation of the same message, tone and topic of conversation. Suddenly having a change in any of these can confuse the user. If they were looking for information on one topic and then you switch to another, they will immediately bounce in search of a different website. 

Make sure you are addressing the questions and intent of the user. What is their aim? Are they ready to buy, learn, or compare? Try to ensure that the landing page addresses this for the user. Make sure it is easy to read, navigate and isn’t too cluttered.

Crafting a Killer Headline

Keeping the headline of the landing page similar to the ad allows an easy flow between ad to website and immediately catches the attention of the viewer. Keeping this in line reduces the risk of a high bounce rate as it encourages the user to keep reading and stay on the site.

Your headline should hook immediately. Whatever method that you use to do this, whether you make it bold and centre stage, or pose a question straight away. It is a great way to increase conversion rate.

Simplicity Wins: Clear, Focused Design

Keep your landing page simple. Don’t make it an essay as your users will get bored. Limit distractions: one goal, one call-to-action (CTA). Make it easy for your user to complete the process you want them to, whether that’s signing up to a newsletter, or contacting you via a form or simply giving you a ring.

Keeping a clean layout, with scannable text that is easy to read, allows the user to skim the key details before deciding to read more; it gives them a flavour of the information you are providing in advance of reading the whole page. A mobile first website ensures that whatever device the user is using, it is designed to fit on their screen. 

Persuasive, Benefit-Driven Copy

Write website copy that speaks to the pain points and solutions for your expected user. Appealing to the emotional side of why they are searching is a key way for them to feel heard and understood; but also feel like you are able to help them with their issue.

Use social proof, guarantees, urgency, and testimonials to show yourself as a leader on the topic. This provides users with more belief and trust in you as a business to get in touch or learn more from your website.

The CTA: Make It Obvious, Make It Compelling

Button text matters when it comes to CTA. Don’t over complicate the process. Make it no more than a few steps. Instead of using “Get Started” instead use “Submit”; this shows the user that they are not expected to write an essay to get in touch with you.

Placement strategy matters. Make sure your CTA is front and centre above the fold. CTAs should be at strategic points down the page, having one instance isn’t enough. Make sure that only one CTA is used, otherwise this will dilute the route you want the user to take. 

Speed, Trust, and Technical Must-Haves

Fast load times are always more likely to keep users on the site. If a site takes longer than 3 seconds to load, the majority of people will believe the site is broken and could bounce. Having trust badges, an SSL, and minimal form fields are all additional factors that improve the likelihood of conversions. 

Conclusion: Turning Clicks Into Customers Isn’t Luck

Aligning your ads with the intent on the landing page as well as highlighting the experience you have, are all key ways to keep the attention of your audience. Making your CTAs clear and concise is also a factor to increasing conversions and conversion rate. 

Not sure where to start? Get in touch with us today and see how we can help your business grow.