The ad contains the promise, but the landing page has to deliver.
A great landing page won’t work if the ad creative fails to garner interest. Similarly, you won’t generate many conversions or sales if you run a slam-dunk ad against a mediocre landing page.
Consumers are smarter than ever. They look for specific elements when they reach a landing page, even if they’re not aware of it. Our brains are always attuned to patterns, and if we sense something discordant, we just walk away.
You don’t want that to happen with your landing page — especially when you’re spending the cash to run ads against it.
So here’s how you can optimize your own ad landing pages to make sure you convert as many visitors from your ads as possible. We’ll focus on Google Adwords and Facebook Ads.
11 Tips to Optimize Your Ad Landing Pages for Conversions (Facebook and Adwords)
The most important word to remember when your optimizing your ad landing pages is intent.
First, consider your intent with the ad itself. Do you want to raise brand awareness, collect contact information, sell a product, or something else? Your ad creative needs to match your marketing intent.
Next, consider user intent. When a consumer sees your ad and clicks on it, what does he or she hope to achieve? Your landing page needs to deliver precisely that.
Let’s say you’ve created a Facebook Ad to encourage people to subscribe to your new podcast. Your intent is to increase subscribers and spread your message further.
The ad creative lets prospective subscribers know what your podcast offers and how it can help them. People who click on it will have the intent of subscribing if they believe it offers sufficient value.
Consequently, your ad landing pages need to reinforce the value your podcast provides and give people an incentive to subscribe. If you fail to do so, visitors will get irritated and click away.
With the concept of intent in mind, let’s look at 11 tips you can use to optimize your ad landing pages right now.
Start by considering the overall design concepts of your landing page:
Ideally, your ad landing page will match your ad in design. It should incorporate similar colors and fonts so your visitors don’t feel discombobulated when they arrive.
Additionally, the design should drill down on the offer you’re providing. With our podcast example, you might want to include a video of you recording your podcast, images of microphones, and similar graphics.
You’ve probably heard that you should include the most important information “above the fold.” While it’s a good standard from which to start, it isn’t always the most effective — or most practical — way to lay out your ad landing pages.
For instance, your podcast landing page might need to include more text than will fit above the fold.
That’s fine. Just ensure that you give visitors a reason to scroll.
Your layout should be pleasing to the eye and fit your site’s overall feel. You can remove the navigation links, sidebars, and any other extraneous content to focus visitors on the conversion you want them to make — in this case, subscribing to your podcast.
3. Copy and language
Energetic copywriting is essential for ad landing pages. Your ad creative got viewers excited enough to click, so keep that momentum going.
This doesn’t mean you have to go full-on cheerleader. Just use unusual and active language to get people excited about your offer.
For instance, your headlines on your ad landing pages about your podcast might look like these:
- Charge Up Your Phone Now So You Don’t Miss a Single Riveting Episode of [Podcast]
- Prepare for Delightful Pop Culture Commentary From [Podcast]
- Get Your Daily Fix of Video Editing Tips on [Podcast]
Keep the energy going with your body copy. Use language that’s related to your industry or subject matter, and consider creating a style guide to ensure that your words and phrases match up with your brand.
People who click on ads are usually more primed for conversion than people who don’t because they’re removing themselves from another intent — such as perusing Facebook — to check out your offer. Don’t miss your opportunity.
Finding the right length for your ad landing pages takes effort, so try testing a short landing page against a longer one. Figure out which converts best.
If you’re struggling to get conversions on Facebook Ads, check out the video Crazy Egg co-founder Neil Patel created on the subject. It might help you generate better results.
5. Images and videos
Ad landing pages often drive more conversions when they offer visual content. Cisco has predicted that, by 2021, 80 percent of all Internet traffic will belong to video.
You don’t want to miss the opportunity to capture all that traffic. Plus, once you create videos, you can repurpose them for your ad landing pages — or the other way around.
An explainer video that shows off your product can find a home on your landing pages as well as in your blog posts, on YouTube, and on other social media sites. It’s easy to get tons of marketing mileage from a single video.
Images can be just as compelling, whether they’re stock photos or hand-drawn graphics. Just make sure they match your brand image.
One of the most critical things to include on your ad landing pages is testimonials. In many cases, that will be the defining factor in a conversion.
Social proof is a well-established way to convince people to convert on your offer. Think about the last time you went out to dinner at a new place. A full parking lot at the restaurant might have made you hopeful, while an empty dining room would have filled you with unease.
That’s because human beings are followers. We don’t really want to be first — not to buy something, anyway — because we need to know that others approve.
Include video testimonials if you can. Consumers have become increasingly savvy when it comes to trusting social proof, and you want to give visitors every reason to believe what your satisfied customers have to say.
Plus, if you can get a review from a well-known influencer or celebrity, you’ll have even better chances of converting visitors.
7. Call to action
The call to action is the most critical aspect of ad landing pages because it’s the moment of truth. Either visitors will click it or they won’t.
If they don’t, you lose a conversion.
Calls to action should motivate visitors, give them a reason to click, and hold a promise for what they’ll get if they do. Restating your headline can be a great starting point.
You might start your CTA with an action verb. Tell your visitors exactly what you want them to do next: Subscribe to my podcast, Get your copy of my book, Check out my revolutionary product.
Alternatively, consider asking a question: Do you want to become a better speaker? Are you ready to cook healthier meals for your kids? Can you imagine the possibilities once you have my product?
8. Good navigation
Some experts will tell you to remove all navigation from your ad landing pages except for the CTA.
However, that isn’t the right solution for everyone.
The important thing is to use strategic navigation. What if some visitors just aren’t yet ready to convert on your offer? You don’t want to lose the traffic.
Including links to your homepage or you most popular blog post can prove helpful. You’re bringing visitors deeper into your site so they’ll be more familiar with your brand.
It all depends on your goals. Let’s go back to our podcast example. Some of your visitors might not enjoy listening to podcasts, but love watching videos. If you record your podcasts as videos too, you can direct visitors to your ad landing pages to check out your YouTube channel.
Why would you bother with SEO for ad landing pages? You’re directing traffic via an ad, after all.
But what about the people who never see your ad? You still want them to find your landing pages, right?
SEO is a vital component of ad landing pages that many marketers miss. You want Google to rank these pages based on their content so you get as much traffic as possible.
Choose a primary keyword and one or two secondary keywords. Sprinkle them throughout the text. Make sure to use proper H tag hierarchy on the page and to add image alt attributes throughout.
10. Analyze engagement via heatmaps and recordings
Launching your ad landing pages might seem like the last step, but you’re far from done. You’ll want to check out how your traffic responds to those pages over time.
Heatmaps and recordings are the best way to analyze visitor traffic. You’ll see where they click, how far they scroll, and whether they’re interested in your call to action.
11. A/B Test
After you’ve collected data from your heatmaps and recordings, run A/B tests with two versions of the same ad landing page. You can then figure out which version performs best.
A/B testing is one of the most powerful tools available to marketers, yet many don’t utilize it.
You might know your audience better than anyone else, but you can’t crawl inside their minds. Data backs up your assumptions or tells you something new about your audience.
Checklist: High Converting Landing Page Best Practices
You’re ready to create your ad landing pages, but you might struggle to remember everything we’ve covered. We’ve prepared a checklist to help you design effective landing pages that match up with your Facebook and Google ads.
- Match the ad creative to the landing page design
- Analyze your own intent in creating the ad as well as the users’ intent when clicking on the ad
- Design a landing page that reflects your brand image
- Experiment with different layout options to ensure your visitors keep reading
- Try using unexpected language to engage the reader
- Only make your landing page as long as necessary to communicate value
- Add images and videos for increased time on page and better engagement
- Incorporate testimonials as social proof
- Craft a well-worded call to action your audience can’t pass up
- Make sure you use navigation links strategically
- Optimize your ad landing pages for SEO so they’re discoverable via search
- Use Crazy Egg to get heatmaps and recordings of actual user behavior
- Run A/B tests on multiple versions of your landing pages
If you keep all of these elements in mind, you’ll have a slam-dunk ad landing page before you know it.
Adwords Landing Page Example
Watch the video below to learn how a simple but effective landing page resulted in a 23 percent conversion rate increase for one company. This was a landing page created exclusively to run against a Google Adwords campaign.
Notice how they discuss the really beautiful landing pages that ultimately get no clicks. If you’re relying on fancy stock photos to sell for you, the ROI will probably not be optimal. Simplicity often works much better because you get right to the point.
Additionally, consumers aren’t as swayed by pretty pictures as they might have been 10 years ago. They’re more interested in learning what value they can get from your offer. If you’re not communicating that, you’re in trouble.
Facebook Ad Landing Page Example
One Facebook Ad landing page example demonstrates an impressive 876 percent conversion rate. The company spent just over $4,000 on Facebook Ads and generated over $36,000 in revenue. How? By communicating significant value.
Here’s what the Facebook Ad looked like:
And here’s what the ad landing page looked like:
Notice that it’s not too fancy. We see the image of the same person on both the ad and the landing page as well as similar copy. There’s also matching graphics to help ground the visitor.
It’s not a long landing page, and it uses strategic bullet points to help break up the text. If you can distill value into numbered or bulleted lists, you’ll often get more readers.
Start Using Heatmaps and Recordings to Improve Your Ad Landing Page
Experiment with running heatmaps and recordings on your own landing pages so you can figure out what works and what doesn’t.
Crazy Egg also comes equipped with built-in A/B testing functionality, so you can pit your landing page variations against one another seamlessly.
What is a landing page? It’s a website page designed specifically to generate conversions and sales. That’s why marketers often point ads to them.
A product landing page should focus on convincing viewers to buy the product. The same goes for a service landing page. By optimizing your ad landing pages, you can get more ROI from your ad dollars and spread brand awareness much faster.
Use the detailed guide as well as the checklist above to create your own amazing ad landing pages, then let us know how it worked out. Until then, subscribe to the Crazy Egg newsletter for tons of free content and advice.