The structure of a landing page
A Quick 5 Point Checklist When doing PPC advertising, the landing page plays a significant role in your success. A bad one will “kill” even the most targeted visitor, and he will leave your website. With more PPC ad networks putting a lot of emphasis on “Quality Score” and related pieces, it becomes even more critical to have a great converting one.
Here is a quick checklist that will help you to evaluate yours.
1) Call to Action
Are you telling your visitors what to do, or do you let them decide what they should do (most likely leave your website using the wrong exit)? A clear call to action is necessary! in making a good landing page.
The visitor needs to recognize immediately what the (landing) page is trying to sell him/her…
Use very clear, readable text (straightforward to understand). Use large generic fonts and eventually spice them up with unique graphics and icons. Be careful not to overdo it because you do not want your sales pitch to be lost in the middle of a freakin’ “image war.”
2) Match the look and feel of the existing website
Under no circumstances, a landing page should be different in design than the rest of the website. Maintain the same look and the same colors. You can play with the navigation bar a little bit. And “hide” at the bottom of the landing page to reduce the leakage. You want your visitors to exit through the (cloaked) affiliate link. Make sure all links to other pages of your website open a new browser window so that the landing page stays open at all times.
3) Place the Sales content above the fold of the landing page
Your conversion rate needs to keep all critical information and the SIGN-UP button above the page’s fold. The fold of a web page is where a visitor would have to scroll down inside the browser window to see the remaining content of the landing page.
Landing pages should stick to an 800 x 600 resolution to meet 99% of all screen resolutions still out there. If somebody is browsing the web with a 640 x 480 resolution, they would not see a forest because of all the trees anyway.
4) Content on Landing Pages
Since implementing the Quality Score by PPC advertising networks, many advertisers have seen their minimum bid prices go through the roof. Because their landing pages do not meet the quality standards required nowadays. Especially Google Adwords requires that people clicking on those links have a “quality experience” when hitting an advertiser’s landing page. The “bots” of the PPC networks scan these and the surrounding pieces of the website. They determine if the requirements of the quality rules are met or not.
If your landing page is mainly made from a sliced Photoshop image, there is not much that helps determine your quality. Therefore, it is highly critical to have actual text content on your landing pages. To help Google and the other PPC networks “read” yours correctly and assign a quality score.
5) Page Navigation on landing pages
Include a link to a “Sitemap” as well as a link to an “About us” page.
Here is a neat little trick that helped me to achieve excellent quality scores. Add links to related products of the product you are trying to promote. This link makes the impression that the landing page is part of an overall website and not just an “add on”.