4 Ways to Skyrocket Your PPC Landing Page Conversions
Are you running a PPC ad campaign that gets plenty of clicks, but limited conversions? It’s great to have a solid click-through-rate (CTR), but you also need a decent conversion rate because that’s how you’ll generate revenue. As explained by PPC.co, a PPC ad is a powerful catalyst for creating conversions, but ads don’t directly convert.
If you’re struggling to generate conversions through your PPC ads, your landing pages could probably use some TLC. Here are some of the most effective ways to boost your landing page conversion rate.
1. Hire a copywriter
Bland copy is one of the most common reasons landing pages don’t convert. It’s not enough to write up a few paragraphs about your product or services. This kind of copy is informative, but informative won’t skyrocket your conversions. If you want significant conversions, you need copy that compels visitors to make a purchase.
The person who writes your landing page copy matters. For optimal results, you need a professional copywriter. While content writers might seem like an equal option, there’s a difference.
When you want visitors to take a specific action, your copy needs to persuade them to take that action. Simply asking visitors to buy your product isn’t enough. Your copy needs to reach them on a level that speaks directly to their pain points. They need to feel like buying your product is the best solution to their problem.
The best person for that job is a professional copywriter. Copywriters are skilled in the art of persuasion and have experience crafting copy that sells.
2. Utilize exit-intent pop-ups
Are you using an exit-intent pop-up that appears when visitors bring their mouse to the top of their browser? If not, you’re absolutely missing out on conversions. Statistics show that about 3.9% of visitors can be converted through exit-intent pop-ups. They also outperform traditional pop-ups that appear when a visitor first lands on a webpage.
This information might come as a shock if you’ve read that people hate pop-ups. The truth is, pop-ups aren’t always annoying. Many people find some pop-ups helpful. For example, when you’re presenting an irresistible offer, your visitors are more likely to feel excited about your pop-up.
If you’ve never used an exit-intent pop-up, start testing it out as soon as possible. Just remember to craft an irresistible offer that differs from your initial offer if possible. Try to come up with the best possible offer you can give someone who has decided to bounce from your site. For example, offer an extra discount or a BOGO offer in exchange for an email address.
3. Optimize your call-to-action (CTA)
A well-optimized CTA is the key to conversions, but you need to do more than just ask people to buy your product. Your CTA needs to move visitors into action while being clear and concise. Start with the basics like:
- Sign up
- Try [product] for free
- Get started
- Learn more
- Join us
From there, write a sentence or two that makes your offer seem irresistible. For ideas, check out the excellent examples of effective CTAs on HubSpot’s blog. You’ll find a variety of CTAs from different industries and you can use them as a template for your website. Even if your industry is different, you can tailor the content to match your products and your market’s needs.
4. Keep track of traffic sources
When you have multiple traffic sources for one landing page, it can be hard to figure out which source is generating the most conversions. If you’re using software that tracks the source of each visitor, you can run a report to see where your conversions come from. However, if you’re on a budget you probably don’t have this type of software.
If you can’t easily separate the source of traffic to a given landing page, keep each landing page limited to one source of traffic. For example, don’t use the same landing page for PPC ads across multiple platforms. You can copy your landing page, but use unique URLs for Facebook, Instagram, and Google ads, for example.
Test, test, and test your landing page elements
Last, but not least, start split-testing your PPC ads and landing pages. Also known as A/B testing, this is an element you can’t afford to skip. If you don’t test your page elements, you won’t know which elements are hurting or helping your conversions. Just be sure to take it slowly and test one element at a time to generate the most accurate results.