You've designed a special product promotion, set up a campaign, and created your catchy ad copy. It sounds like a recipe for advertising success, right? We say, not exactly. Unless you've optimized the final piece of the puzzle, your ad copy might as well not even be live on the ad network. Your landing page can make or break conversions. Regardless of the quality of your content, if it is not organized, and laid out in an intuitive format, it will have no influence on the reader. Keep these three tips in mind when creating a landing page for your ad campaign:
Content on your landing page should be concise and directly relevant to the deal or information displayed in your ad copy. If your ad copy advertises 25% off shoes, be sure to follow through and re-iterate that information on your landing page. If you don't keep a consistent message throughout the advertising process, potential customers will lose focus, and you'll see an increase in bounce rates and a decrease in conversions.
Clean Call To Action:
Make sure your call to action is the main focus of your landing page. Too many images or too much content can be distracting to visitors and may lead them astray. If your goal for that landing page is to generate sign-ups, be sure to make the sign-up button the most dominating focal point. Extraneous links and buttons will just confuse visitors and take away from your conversion goals.
Conduct Multi-Variate Landing Page Testing
Once you've created the perfect landing page, make sure you constantly monitor and tweak it based on your analytics data. Conducting frequent A/B testing can ensure that your content never becomes static. Test different button designs, title text, or even colors and fonts. A/B testing will keep you constantly improving your landing page, and ultimately improving your ROI.