The landing page, called a destination page in web marketing , refers to a page to which an Internet user is directed after clicking on a link from a marketing campaign (Google Ads sponsored link, Facebook advertising campaign, email marketing campaign, banner advertising, inbound marketing, web referencing, e-commerce, etc.).
It is an essential step in the marketing strategy and an important variable for analyzing and optimizing conversions with essential Google Ads KPIs .
For an e-commerce site, it will be the product page that will receive traffic and generate conversions.
When you spend energy and money generating traffic, especially with small budgets that should be put to best use, whether through Google Ads or other acquisition channels, it is It is essential to ensure that this traffic is used in the best way by directing it to the most suitable landing pages on your website .
The quality of your landing page will determine the overall effectiveness of your digital marketing campaign and will determine the outcome of the conversion (more or less qualified prospect, sale, subscription to a newsletter, filling out a form, etc.). Bad landing pages can be the cause of Google Ads campaigns that do not work or poorly, the content being irrelevant to your visitors.
Getting traffic and ranking first on Google is pointless if your landing page isn't able to turn visitors into leads or customers.
The optimization of your landing pages must therefore be the subject of particular care so as not to harm your marketing campaign.
This specific work will relate to the optimization of your landing pages by adding essential elements to include there, as well as to the tests and competitive bidding of these in order to validate their performance.
This is part of the general work of creating and managing Google Ads campaigns to maximize its traffic acquisition strategy.
- Clarity, simplicity and a precise goal: your landing page must focus on the product to be sold or the specific information to be given, in correlation with the announcement made upstream. Avoid non-useful information and disperse the user's attention with superfluous information.
- Visible information: the most important information that helps decision-making must be visible at the top of the page without the need to scroll. Pay attention that this is valid with all screen resolutions and all supports. Reduce the message to its essentials for mobile versions.
- A speed of display: make sure that the display of your pages is fast, it is a major issue for your conversions. Drops in traffic are observed beyond 500 ms of waiting, and a very significant drop beyond 4 seconds. The conversion rate would drop on average by 7% with each new second of additional loading.
- Strong and targeted calls to action: the call to action must be clear and well put forward. Avoid giving the user a multitude of choices, he must go to the essentials and complete the conversion process in which you led him (buy, fill out a form, call a number, leave an email, etc.)
- Optimize image files: optimize image quality, display speed and optimize image file tags for SEO.
- Features and Benefits: Clearly and concisely state the benefits of your offer. Be brief and incisive.
- Go to the essentials: just give the information necessary for decision-making, without giving too little or too much information. Keep the essential information and remove the superfluous.
- Reduce exit points: the ideal is to keep the visitor on the page. Give any necessary information with modals so that it stays on the landing page without having to navigate to other pages and lose track of the conversion funnel.
- Facilitate data entry: facilitate data entry with the possibility of pre-filling forms, do not ask for too much information at the risk of discouraging or scaring people. Just ask for the information you really need right now, you can get the information you really want later in the process.
- Make conversion easier: If the visitor clicks a call-to-action button, make the conversion process fast and require as few steps and page navigation as possible. Again, make it simple, sober and fast!
- Reassure visitors: "trust badges" and information on payment security are elements that can greatly reassure future customers. However, be careful not to overuse it. Some illegal and deceptive sites often use references to these trust badges extensively. Stay there so sober.
- Social proof and customer reviews: 88% of consumers consult online reviews before buying on the Internet and 52% scan social networks before placing an order. Gather all customer reviews on a single platform like Trustpilot or equivalent to start collecting them. When the number of reviews is significant, use these ratings and reviews on your site to provide trust indicators. You can do the same with social mentions Facebook, Twitter…
- Readable contact details: legal notices, general conditions of sale, shipping and shipping costs, access to customer service... Be transparent, put yourself in the visitor's shoes and ask yourself what elements are essential to you when you are yourself Buyer.
Your Google Ads campaign landing pages must be linked to your ads and correspond to the messages mentioned there (specific product, promo, particular event, service sought, etc.)
Optimize the titles and texts of your landing pages so that they are closely related to the titles and descriptions of your Google Ads ads.
This will show users that they have arrived on a page corresponding to their expectations, while helping to improve your Quality Score and lower the cost per click.
Landing page optimization is the continuation of optimizing Google Ads campaign structure for conversion.
The objectives of your landing page are clearly identified, so it is now necessary to monitor performance indicators and make improvements.
Creating a landing page by following the fundamentals of marketing is not an end in itself, you are only at the beginning of the process. From now on, you will have to carry out tests by varying the elements one by one and measuring the effects obtained to make trade-offs.
In the case of the landing page, the optimization process will consist of testing different elements of the page (layout, color variations, key messages, call-to-action sizes, call-to-action button text, etc.). action) and measure the results in order to obtain more conversions.
There are many solutions developed to facilitate these tests and improve the speed of the optimization process through classic A/B, but also multivariate tests .
When you perform tests on your variations of landing pages, do it with the same traffic so as not to have erroneous statistics. If you test your pages with low relevance traffic it will be difficult to draw conclusions about the quality of your landing page. There may also be a discrepancy between what you announce in the ad and the actual content of the landing page, be careful to have the best continuity and fluidity throughout the customer journey with regard to the message or the offer presented.
Here are some key indicators to monitor and analyze to make the necessary trade-offs:
- Time on Page: How long users spend on the page.
- Call-to-action CTR: How many people click on call-to-action buttons.
- Conversion rate: what percentage of people actually converted for the targeted action? (registration, request for information, request for a demo, download of a brochure, request for a quote, etc.)
- Bounce rate: allows you to know the percentage of visitors who left the page without reading it.
- Number of page views: how many other pages of the site have been visited by the Internet user?
- Lead cost: the cost of acquiring a lead is to be calculated. The purpose of landing pages is to generate more leads with equal traffic than by sending to other less optimized parts of the site. Check that this is indeed the case.
Our team remains at your disposal to assist you in the creation and optimization of your landing pages, do not hesitate to contact us on this subject.