How to improve landing pages and increase conversion rates

• What is a landing page?
• Top 5 tips to optimize a landing page
• The first impression
• Navigation

What is a landing page?

A landing page is the first web page a user will see after clicking your ad. This could be your homepage, a dedicated page for a product or service or a deep link to a specific product in your online store.

Top 5 tips to optimize a landing page

The following optimization tips for landing pages and web site navigation can help make your Sponsored Search campaign more effective.

• Offer transparent and easy-to-understand navigation, and create deep links that go directly to the advertised product or service.
• Use landing pages that show multiple ways to get in contact with you and additional information that might bind the customer to your offer.
• Make sure users will have a positive experience on the landing page.
• Ensure that your online shopping engine and shopping cart are safe and easy to use (if applicable).
• Maintain good server availability and remove any broken links from your site.

The first impression

You don’t get a second chance to make a first impression—so make life easy for potential customers.

• Keywords in a prominent location
• Unique product photos
• Product reviews and comparisons
• Offers (such as free shipping), discounts and rebates
• Consumer testimonials or case studies
• Buyer’s guides
• Method of contacting you directly (email or phone number)

Navigation

The customer has already searched on a search engine—it’s unlikely he wants to start searching again on the landing page.

• Try to see your web site through the eyes of a potential customer.
• Make an obvious pathway to the product/service the customer was looking for.
• Avoid too many navigation layers between the customer and what they are looking for—2 clicks maximum.
• Deep links that lead directly to the offer and relate to the search query and ad are ideal.
• If a sale is your primary objective, move noncommercial related content/information below the fold.