Let’s say you search on Google “dog daycare near me” and you find an ad promoting a local daycare and a coupon for 50% off the first day. Intrigued, you click the ad and land on the homepage of the website.
As you scroll you start to feel confused and frustrated because you can’t figure out how to sign up for that daycare and claim your 50% off. It’s only been a few seconds, but by now you’ve had a bad experience with the website and don’t want to look for it any longer. So, you hit the back button to see what else is out there.
Whether you’re offering a discount or just trying to get someone to sign up to come into your store, setting up a clear landing page ensures your audience finds what they’re looking for within seconds of landing on your website.
Your landing page should:
- Match the copy on the ad
- Offer what the ad promised (i.e. 50% discount)
- Have a way to claim that offer/learn more (a form to fill in their information)
- Be simple and easy to read and understand exactly what the customer gets out of signing up or coming in
- Not distract from the main conversion goal
- Include a contact form that is short and simple
When creating your landing page, ask yourself: is your ad’s landing page answering a question or solving a problem relating to what your customer is searching for? For someone looking for dog daycare, is your landing page offering the right coupon, or leading them to bring in their cat instead?
Both your landing page and your call-to-action should work together to create a cohesive and consistent experience and let your customer know that you have what they’re looking for.
3. Create a Clear Call to Action
Imagine what would happen if someone came up to you and said, “I have this amazing product that’s going to make your life so much easier,” and then simply walked away. First of all, you’d be very confused. But beyond that, you wouldn’t know what to do with that information even if it was something you were actually interested in.
The major problem with this statement, besides its lack of originality and specifics as to what that product is, is the person left without telling you what to do with that information. At least if they had followed up with, “If you want to learn more about it, call me at 123-456-7890,” you would know what steps to take next.
No matter how great your message is, how beautiful your display ad looks, or how well you can solve your customers’ problems – if you don’t have a clear call-to-action (CTA), it’s impossible to get real conversions.
When coming up with a clear call-to-action, ask yourself: what do I want this person to do after they see this ad? What will they do when they get on the landing page?
Make your call-to-action so clear that within a few words your audience knows exactly what they have to do and what they’re going to get out of it. Are they signing up for a free trial? Are they getting 25% off their next purchase? Are they getting an inside look at something you’re working on?
Whatever your offer is, make it clear and make sure it solves a problem they’re currently experiencing.
4. Build Trust With Your Audience
As a small business, one of the biggest challenges you face is lack of brand awareness. So, unless you’re creating a remarketing campaign, chances are most of the people coming to your site from your AdWords campaign don’t know you very well. They may or may not have seen your business’ name before, but they certainly don’t know you enough to visit your site directly to answer their needs.
Think about it – when was the last time you clicked on an ad in a Google search and immediately trusted the source? Probably never. That’s why it’s crucial to gain their trust within seconds of coming to your landing page before they click the back button.
There are multiple ways to build trust with your audience. You can do any or all of the following:
- Post case studies of how your products or services helped previous customers in the past
- Display social proof or reviews and testimonials from people who had success from working with you
- Make sure your website is well-designed and easy to navigate
- Use high-quality pictures and avoid generic stock photos
- Include any certifications, mentions in major publications, and anything else to prove you’re a legitimate business
Once you have built trust with your audience, it will become much easier to get them to hand over their personal information and begin interacting with your business.
5. Conduct A/B Testing
Now that you’ve built your ads and landing pages, it’s time to conduct a few tests to find out what works best. Even if you’ve had some experience running ads in the past, you won’t know which colors, copy, images, and form styles work best until you start testing them.
An A/B test is where you set up two versions of an ad or landing page to be exactly the same and then alter one small thing at a time, test, and compare your results. For example, let’s say you set up that ad for dog daycare offering 50% off the first visit.
You create two identical landing pages that are exactly the same except for the button color. On landing page A, the button is blue, whereas landing page B has a yellow button. After some time has passed (no less than a week, but the more data you can get, the more accurate your tests will be), you revisit the analytics to see which landing page has the higher conversion rate.
After diving into your analytics, you find the blue button has a higher conversion rate than the yellow. So, you make both buttons blue and then change the headline on one of the pages and run the test all over again.
The A/B testing will never end as long as you’re running your campaign. Continue testing small things one at a time to continually improve your results and increase your conversion rates.
6. Optimize for Desktop and Mobile
You may have heard a lot of talk over the past few years about the importance of having a mobile-friendly presence. There’s a reason – according to Statista, “In 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones, up from 50.3 percent in the previous year.”