Checklist for Launching a PPC Landing Page Landing pages are one of the most powerful tools in the PPC marketer’s arsenal, with the right strategy and messaging you can see improvements to a campaigns performance instantly. So how do you ensure that the new landing page you are introducing is going to have the best possible chance of achieving these improvements? Here a few tips to make sure your landing pages are off to a great start!
Does the page load fast? Having a landing page that takes more than a second to start showing content is going to hamper its performance heavily. If you landing page is not delivering at least the above the fold content within the first three seconds you abandoment rate will start to climb from 25% at three seconds increasing exponetially every additional second.
Does the main message reflect the Ad copy? Consistency with messaging is vitally important to keep your users on your pages, if a user is attracted to a message in your ads they must be able to see the same message or a continuation of it on the landing page, if they don’t, chances are they will abandon the page.
Does the page try to do too much? It’s important that landing pages are clear and concise; the purpose of a the landing page is not to highlight all your services and offers but to direct people to a specific relevant page from advertising. Landing pages work best if they have a single purpose, they are used as the destination for advertisements so the visitors to a landing page are expecting to find information relating exactly to the adverts message and promises.
Can you scan the page quickly? If you are dealing with a complex service based offering it can be easy to get lost in the detail. I have watched hundreds, if not thousands of web visit recordings and lot of people rapidly scroll/scan through information, only to come back to it after they have taken in the entire page. Users do not read pages, they scan!