Download - Landing Page - PPC
Position2 ConfidentialPosition2 ConfidentialJuly 26, 2011 www.position2.com 1
Smart & Hard work by
Florita Pinto
Position2 ConfidentialPosition2 ConfidentialJuly 26, 2011 www.position2.com 2
Position2 ConfidentialPosition2 Confidential
An active webpage where customers will 'land' when they click your ad. The
web address for this page is often called a 'destination URL' or click through
URL. (courtesy Google ad words)
- is a single web page that appears in response to clicking on an advertisement.
July 26, 2011 www.position2.com 3
Position2 ConfidentialPosition2 ConfidentialJuly 26, 2011 www.position2.com 4
Which
one??
Position2 ConfidentialPosition2 ConfidentialJuly 26, 2011 www.position2.com 5
• What does a USER want from your PAGE? (Exact info!)
• Is your LP a Wagon Wheel or a Scary Ghost? ( Boooo!!)
• What should your Landing Page do? (Sell your Product!!)
GOAL
• Convert site visitor into sale/lead.
Position2 ConfidentialPosition2 ConfidentialJuly 26, 2011 www.position2.com 6
Landing Page Structure
Headline that addresses a
problem
Subhead that makes a promise
Reinforce credibility
Outline main benefits
Facts over Fiction
Clear Call to Action
Position2 ConfidentialPosition2 ConfidentialJuly 26, 2011 www.position2.com7
HEADLINE( Core keyword with /without image)
BODY COPY(Related to your headline)
FORM FILLS(Name,email,etc)
CTATESTIMONIALS
Position2 ConfidentialPosition2 ConfidentialJuly 26, 2011 www.position2.com 8
Headline
Form Fills
CTA
Testimonial
Body
Position2 ConfidentialPosition2 ConfidentialJuly 26, 2011 www.position2.com 9
Tabs
CTA
Form Fills
Headline for the
tab
Position2 ConfidentialPosition2 ConfidentialJuly 26, 2011 www.position2.com 10
1. Relevant and original content
• What is the purpose of your site?
(It should be clear to users)
• Is your content copied from other sites?
(It shouldn't be!)
• Why would a user visit your page over a similar site?
(Your site should offer value for users)
• What other additional products, features, or reviews can you offer?
Position2 ConfidentialPosition2 Confidential
2. Transparency
• Can the user easily learn more about your business
(i.e. about us, company info, contact info).
• How does your site interact with a visitor's computer?
(it shouldn't download malware or collect
sensitive information without a user's permission).
• Can users tell what they're getting (or giving you) when they click a download button
or fill out a form?
• Is it clear to site visitors how you will use their personal information?
July 26, 2011 www.position2.com 11
Position2 ConfidentialPosition2 Confidential
3.Navigability
• If your page is conversion-focused, can the user easily access additional
information to learn more or answer questions?
• Is it simple for the user to move around the site, and reach destination content
within a few clicks?
Just Remember the KISS principle (Not too hard!!)
July 26, 2011 www.position2.com 12
Position2 ConfidentialPosition2 Confidential
• Your landing page is the most likely funnel point to produce a conversion lift on your
campaigns
• Here are some reasons why using landing pages to engage your paid search traffic
will increase conversions:
Message Match
Subject Focus
Storytelling
Experimentation
July 26, 2011 www.position2.com 13
Position2 ConfidentialPosition2 Confidential
• Customer will typically spend 5 seconds on your page before deciding whether to
stick around or not.
• By providing a very clear headline on your page that strongly matches your ad
message you give people a sense of positive reinforcement – that they made a
“good click”.
July 26, 2011 www.position2.com 14
Position2 ConfidentialPosition2 Confidential
• Your homepage probably communicates multiple messages, or shows multiple
products.
• If you count the links on your homepage you might count 20-75 interaction points –
this is focus dilution.
• A correctly designed landing page should have only one.
LP- Storytelling
• Effective salespeople are good storytellers.
• Effective landing pages take an idea (the ad) and expand it into a clear and powerful
motivational story.
• This is done through the implementation of persuasion design techniques.
July 26, 2011 www.position2.com 15
Position2 ConfidentialPosition2 Confidential
• Conversion isn’t about standards or best practices, it’s about experimentation and
creativity.
• A landing page can use content in ways that breaks the structure or rules of your
website (while still staying on brand).
• You can test many variations of message and layout by using standalone landing
page without redesigning your website or seeking the consent of multiple
departments.
July 26, 2011 www.position2.com 16
Position2 ConfidentialPosition2 Confidential
• Landing pages simplify and improve the PPC conversion.
• They do this by enabling more focused messaging which
boosts your quality score and reduces your cost-per-click.
• At the same time they reduce the post ad-click bounce rate
which improves conversions.
July 26, 2011 www.position2.com 17