How to Optimize a Landing Page for Your PPC Campaign

Optimizing a landing page properly can mean the difference between getting a visitor to convert or not. Following are some tips to optimizing the ideal landing page:

• Reduce the steps. Don't make your potential customer jump through hoops to get what you're selling or promoting. If you're bidding on the term "running shoes" and your landing page is a land mine of links, consider it a missed opportunity. Make the page easy to understand, with a main call to action.
• Be consistent. If you're offering a free product in your PPC ad, your landing page should reflect that offer. Keep it consistent.
• Keep the length to a minimum. If you're offering an online newsletter, why make someone fill out their business address? Keep it short and to the point. No need to aggravate a potential customer.
• No outside navigation. Don't make it easy for a visitor to leave with links taking them away from your landing page. Leave out navigation bars and other offers. Your goal is conversion.
• Make it one objective. With clear and concise writing and design, the user will know the point of this page. Eliminate confusion.
• Simple forms. In general, visitors want to know that their information won't be shared or sold, and they don't want detailed forms. Ask for what you need to complete the conversion.
• Make the design simple and easy to read. Don't confuse the visitor. Make the offer or form match the visitor's reason for coming to your page. In addition, place the offer above the fold, then repeat it below.
• Personalize, customize. Each landing page should have content relevant to the targeted audience. Place only relevant information for the receiver.
• Easy-to-remember URL. Since this is a URL that your visitor may forward onto a friend or type it in manually at a later date, keep it simple.
• Follow through. You've made the offer to purchase your product or sign up for your service. Now provide the form, proper navigation and a thank you page.
• Submit button. Make it red and make it obvious.

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