Smooth landings
In the online world, initial reactions are critical to success. Visitors make snap judgments about whether or not to leave a website in a matter of seconds, so a bad first impression can translate into a lost opportunity. Google AdWords can help drive visitors to your site, but your landing page – the page visitors first see when they reach your website – is the key to making them stay put.
The source: Tie it in
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Choose the most relevant landing page for each of your AdWords ads or ad groups. If your ad mentions database solutions, send people who click on it to the page on your site featuring database solutions.
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If your ad refers to a free demo or whitepaper download and you require visitors to register for it, display the signup form prominently on your landing page. Keep the process short so visitors don't get frustrated and give up.
The headline: Short and sweet
- Create a consistent user experience by echoing your ad text in the headline of your landing page.
- Since people tend to skim rather than read each and every word, keep your headline simple and easy to understand.
The copy: To the point
- In an April 2007 study, Enquiro Search Solutions found that people look for pricing, product information, and features while researching technology solutions. Put the nuts and bolts front and center, and save the finer points for a less prominent spot.
- Nobody wants to come up against an imposing wall of text. Use bulleted lists and concise language to cut down on eye strain.
- Make product names clickable so visitors can navigate with ease. "Click here" and "Learn more" links create clutter without adding any value.
Need help understanding how to improve the user experience on your landing page and beyond? Use Google Analytics to optimize your website and identify the most effective pages.
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