5 Steps To Get 40%+ PPC Landing Page Conversion

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Boost your PPC campaigns in 5 steps to 40%+ conversion rates. Learn to align ads with landing pages, highlight benefits over features, leverage testimonials, & optimize for mobile. Elevate ROI with optimized landing pages. Read Blog Now.

Greatest hits

Your Google Ads campaign is only as strong as your PPC landing page. You might have aced your ad set-up, budgeting, and clickable ad copy, but if users bounce from your landing page, you’ve wasted both your time and money.

Over the years, we’ve built thousands of landing pages, with some reaching impressive conversion rates as high as 70%. While that’s not typical, we do know what it takes to have a landing page that regularly converts into double digits.
And today, we are gonna share with you only 5 things that matter when creating a PPC landing page.

1. Ad Copy and Landing Page - A Consistent Duo

One prevalent mistake is a lack of consistency between ad copy and landing page headlines.

 

For instance, If your ad copy promises one thing, but the landing page headline discusses your company, experience, or other services, it can confuse visitors. They may struggle to find the offer they saw in the ad, increasing the likelihood of them leaving your page.

Ensure your landing page directly reflects your ad copy to reassure the user they’re in the right place.

 

To illustrate, consider a client who’s promoting “Solar Installation for Homes.” If the ad copy targets this service, the landing page headline should also reflect it, such as “Top-rated Solar Panel Installation for Your Home.”

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The Beginning of the landing page should reassure them that they are at the right place to get the best service they can.

2. Sell the Benefits

Let’s talk first things first, It’s crucial to clear up the confusion on what’s a feature and a benefit?

 

So let’s understand it like this:

 

Do you remember when Apple Launched the iPod? It was a hit. It came with 1 Gigabyte of Storage, and that was a great feature.

 

But that doesn’t sell, many people didn’t even know what a Gigabyte was during that time.

 

So How did Steve Jobs sell it? He said, “It’s a 1000 Songs in your pocket.”

 

He mentioned a great benefit, and It sold like Crazy

The idea is Steve Jobs didn’t promote the iPod as a device with 1 GB storage – he sold it as “1000 songs in your pocket.”

The key to the iPod’s phenomenal success was emphasizing the benefits, not just the features.

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Image Source: Wordstream

The same principle applies to landing pages.

 

Let’s say for instance, you’re creating a landing page for an eye doctor who uses state-of-the-art technology. While this is an impressive feature, it’s vital to also communicate how it benefits the customer, such as “Our cutting-edge technology ensures precise diagnosis for your vision needs.”

So one vital point to keep in mind when creating your landing page, make sure you’re not just listing features, but also clearly conveying the benefits those features bring to your customers.

3. The Right Call to Action (CTA)

If you’ve been researching Landing Page Optimization for some time, You must’ve read all sorts of different tips about CTA.

What kind of Call to Action to have and where to put it? Some people say don’t have too many CTAs, while some believe only have a single focused CTA will work.

So an effective CTA isn’t a one-size-fits-all scenario. It should be guided by your client’s ultimate goal and their customers’ preferences.

For example, let’s consider a dental practice. We have two major target groups here: Those requiring emergency attention (who need to call) and those intending to arrange future appointments, particularly those who avoid calls and find it simpler to fill out a form for scheduling.

Thus, the landing page should include both a visible call button and an easily accessible form. Catering to both these audiences optimizes the chances of conversion.
Check out this example of a landing page from one of our clients, where both a form for scheduling appointments and a call option are available
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4. Share a Testimonial

We all know by now that Testimonials can provide the necessary push toward conversion. According to Hubspot, “60% of consumers think that user-generated content (UGC), like reviews, is the most authentic form of content a brand can use.”

And Our analysis also reveals that 47% of high-converting landing pages feature a testimonial or a review.
Like See this for example, this is on one of our Solar Client’s Landing Pages
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A testimonial like this gives the lead a sense of assurance that these guys will do the job right, even if a client doesn’t know much about Solar.
And let’s just say we were to A/B test the Landing Page with and without the review. ngl, but we’ll 100% get higher conversion rates on the one with the review
So, Always have a Testimonial on the Landing Page. If you don’t have one, ask your clients to give you one. And if you don’t have a testimonial, just quote yourself or a member of your team.

For instance, if you are a solar installation company, you could quote your installation expert saying,
“We take pride in ensuring each solar installation is done meticulously and efficiently, providing our customers with a seamless switch to renewable energy.”

This gives the visitors a sense of confidence in your service quality, even if the quote comes from within your organization.

5. Don’t be Desktop first

If you’ve ever used a Landing Page builder tool, it likely defaults to a desktop view, with mobile as an afterthought. However, ad campaigns often generate a higher percentage of mobile traffic.

And yes, most of these web builders auto-optimize your landing page for Mobile, but they are only solving a rendering problem that doesn’t solve the conversion issue.
What these web builders do is they take multiple columns of desktop content and just stack them to optimize for the Mobile viewing experience. And that makes the Landing Page so hard to read; your message and information just won’t get across, and you won’t be able to get any conversions.

So what you need to do is go into your Landing Page Builder tool and manually optimize the landing page for mobile, making sure that the right elements and the more persuasive elements are up at the top and within a few scrolls, making sure that they are able to take the next step.

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If you don’t optimize for Mobile, you’re letting cascading motion happen with the elements of your page, and you’ll miss out on conversions only every time.

And We can’t stress on this point enough, even though it’s the last on the list.

💡Fun Fact: According to a report by Statista, as of the second quarter of 2021, mobile devices (excluding tablets) accounted for about 54.8 percent of global website traffic.

Wrapping It Up

In a nutshell, the path to a profitable PPC landing page involves five key steps.
Begin by aligning your ad copy and landing page to affirm the visitor’s choice, followed by spotlighting the benefits of your service over its features to highlight how you cater to the visitor’s needs. Offering multiple CTAs caters to diverse visitor preferences, and showcasing testimonials can enhance trust and steer conversion decisions in your favor.
Undeniably, a mobile-first approach is indispensable, given the increasing number of mobile users. In tandem, these elements can craft a landing page that achieves impressive conversion rates and boosts the ROI of your Google Ads campaigns.
However, it’s essential to keep in mind that while these steps can optimize your landing page conversion, there are other facets to consider that could impact your conversion rate.
Aspects, such as the overall ad optimization and quality of traffic, can significantly influence your landing page’s effectiveness.
Hence, continuous testing and adjustments are necessary to adapt to evolving trends and user behaviors. Therefore, a comprehensive view of the whole advertising ecosystem is recommended for sustained success.

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