By now, you are fully aware of the benefits that come with using paid advertising platforms like Google Ads. Optimizing these campaigns for success is much easier when using landing pages. Studies show that businesses that use 30 or more landing pages on their websites generate nearly seven times more sales leads than their competitors. In short, a landing page is a standalone web page designed to focus on one particular subject.
Developing new landing pages to coincide with the content featured in your ad copy is crucial when trying to entice website visitors to make a purchase. However, there are many problems you need to keep your eyes peeled for if you want to achieve your sales goals. The following are some of these problems and what you can do to fix them.
Landing Page with Lackluster Conversion Rates
One of the main goals most business owners have is turning visitors to their websites into actual customers. The metric used to judge how successful you are at accomplishing this goal is referred to as your conversion rate. If you are getting tons of website traffic but very few quality sales leads, then you have a definite problem that needs to be addressed. Low landing page rates can be caused by a number of different factors, like a lack of relevancy.
If a person clicks on a link to your landing page in hopes of finding out about the product/service you are promoting only to be taken to a page that is completely unrelated, they will get quite frustrated. Tweaking your page to reflect the subject matter covered in your ad copy is a great way to remove this frustration and improve conversion rates.
Abnormally High Bounce Rates
The amount of time people spend on your website before leaving is referred to as your bounce rate. If you notice that your landing page’s bounce rate is abnormally high, figuring out why should be your main objective. The page loading speed is one of the first things you need to assess when trying to diagnose this problem.
Web pages that load slowly are usually ignored by Internet users. If your page speed seems to be acceptable, then you might need to check how responsive the page in question is. Mobile users typically refuse to resize content and images to view them. This means you will have to make your pages responsive to keep your large mobile audience interested in what you are offering.
Very Low Page Traffic
Are you getting little to no traffic on a particular landing page? If so, it might be time to rethink the keywords you are targeting in your ad copy. Boosting landing page traffic will also require you to promote these links on your social media accounts. Developing blog content and linking back to these landing pages is also a great way to drive more traffic to them.
By fixing the problems mentioned in this article, you can make your landing pages more effective.
By, Peter Roesler, President of Small Business SEO. 25+ years in marketing! Yippee.
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