25th October 2013 – Landing Page Happiness

Landing Page

Last week, I wrote about PPC and how, if you manage it well, it can deliver excellent quality traffic to your website.  However, I also mentioned that this is only half of the equation – if your website is a disappointing experience, then the money and effort that went into driving the right traffic will all be wasted.  So, here are some tips to help you towards landing page happiness and a great experience for the user.

  1. Make sure it’s a landing page: You should not use your home page as the first page that someone visits when they come from PPC.  For a lot of the visitors who visit your site, you will not know what their particular interest is, but for PPC users, you will know what keyword they have used, so you will be able to tailor the content that they see to the keyword that they have used.
  2. Make is specific: Although this is not PPC related, it is something to consider!  If you are receiving traffic from a particular referrer, then you should tailor your landing page to that referrer.  For example, the link to your website from your YouTube channel should contain video (you already know they like that!), or if it is from Twitter, then the content should be concise and as punchy as possible.  Think about the mind-set that the user will be in when they first visit your site.
  3. Keep the options limited: When this is done well, the user will not feel like their options are limited.  Depending on the keyword that the user has searched for, offer the logical next steps for journey, and don’t confuse them by giving them too many options – this will result in the user getting lost and abandoning the site.  And don’t forget the call to action, it’s what the user is looking for!
  4. Let the user decide: There is no such thing as the perfect landing page, so you should always be testing your landing page.  Using A/B or multivariate testing to see which elements are working and which are not, and let the user behaviour and a deep analysis of the results tell you what the best approach is.  And don’t make testing a one-off exercise – it should be part of a programme of continuous improvement.  

Got some great landing page tips of your own?  Please leave a comment and share them!

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