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Landing Page Optimisation & PPC: A match made in heaven

April 5, 2016

Tony Grant
Tony
Tony is our conversion rate optimisation expert. Tony has an unnatural passion for UX, customer behaviour and data-driven insights.

Are you pumping a lot of traffic through paid search but failing to realise the expected returns?

There’s a high chance there is something wrong with your landing page.

The landing page has a massive impact on a PPC campaign’s conversion rate, average cost per click and overall revenue generated. It’s essential to optimise your landing page for the following reasons:

  • The landing page is most vulnerable to customer abandonment
  • The more you test, the more chances you discover to improve conversions
  • It will lower your cost per click by increasing your quality score
  • You will maximise return on investment

What tends to happen

We understand there are many variables that can impact a campaign, however, we often see the below scenario play out time and time again.

Let’s say you spend £5,000 on paid search, your conversion rate is approx 33.5%, therefore, the return is £1,700. You decide this is not a good enough return and take action, which is a sensible decision.

You decide to increase the budget, let’s see what happens when we double the spend to £10,000. You achieve double the number of clicks and double the number of transactions. Your return increases a little too, to £3,000. This increase is directly linked to the increased budget, not campaign performance improvement.

Table 1: Double your advertising spend

Screen Shot 2016-04-05 at 12.46.45

Change your tactics

Work with our digital partners has shown us that by allocating 20% of your PPC budget to landing page optimisation can have a huge positive impact on your ROI.

Through our structured process, we manage to double the conversion rate from 33.5% to around 67% and achieve a £6,000 return on investment. As well as improving ROI for paid advertising campaigns, landing page optimisation will benefit organic and direct traffic conversion rates too.

Table 2: Invest 20% conversion optimisation budget

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By going through this systematic data-driven process you significantly improve your chances of increasing your ROI.

Three rules to remember

We follow three simple rules from search term query to the landing page to give the campaign every chance to succeed.

Rule #1: Relevance

There is nothing more frustrating to customers than not getting what they have been promised. When formulating an advert and landing page, it is essential to pay close attention to the messaging. The keywords and phrases should all be consistent and on brand.

Here’s an example of a company getting it right. Topman provide exactly what they promise.

The user journey looks like this:

  • The customer searches for a ‘specific phrase’ on Google (in this case, the search is for blue T-shirts)
  • Topman entice the user to click through to their store by predicting and matching the search
  • Once clicked, Topman ensure the customer is directed to the right page, fulfilling their promise of presenting a variety of blue T-shirts

If the landing page is relevant, you significantly increase the chance of converting the customer, which leads to a higher quality score. This reduces the amount of money you pay for keyword clicks.

Screen Shot 2016-04-05 at 14.54.46

Rule #2: Value

If your landing page is relevant to the customer’s search query, you can guarantee that you now have their attention. When a customer clicks on an ad, they believe you have the solution to their problem.

The next step is to maximise the value the page is providing to the visitor. You need to answer their query effectively to ensure they continue through the conversion funnel.

The advert above provides value quickly by telling the user about free delivery, student discount, and a 70% off sale.

Screen Shot 2016-04-05 at 14.55.20

Rule 3#: Call to action

This is the digital equivalent of the professional handshake.

Providing your customer a next step is essential to getting the conversion. There are many studies into the best call to actions. Ultimately, it needs to stand out, be in the right position and tell the customer exactly what is going to happen when they take action.
As you can see from the image above, my attention is quickly drawn towards the products, which take up the primary real estate of the page. It is obvious what Topman want the customer to do on this page, select a shirt.

Screen Shot 2016-04-05 at 14.56.19

Notice just below the navigation that we are reminded of the sales, and free delivery, this continues right through the conversion process. Consistency, between advert and landing page, is paramount.

Final thought

We are seeing more companies allocate their budget to optimising landing pages to increase ROI on PPC campaigns.

It’s the perfect place to start, they are the ideal place to begin testing and improving conversion rates. Landing page optimisation compliments a pay per click campaign because of the amount of traffic the PPC campaign delivers to the page. As traffic constantly regenerates, and you have a clear objective for the page, you can test and optimise continually to improve conversion rates.

The best thing is, you do not necessarily need to increase your advertising spend; simply reallocate a portion of your budget to conversion optimisation.

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