Landing pages are extremely important for many reasons:
- First of all, they’re part of the Google formula to calculate the quality score of your keywords. The content of your page needs to be closely related to those keywords to get a higher score. Hence the importance of having a specific ad and landing page for each category of keywords.
- Secondly, a relevant landing page will increase your conversion rate. If someone types in Necklace they won’t want to be directed to a page about rings or a generic one about jewellery where they will have to find their way through to necklaces. The idea is always to reduce the number of clicks leading to a potential conversion to a minimum.
Landing page optimisation for a better conversion rate
1. Reassure
Your landing page needs to make users comfortable and its content needs to be trustworthy. Make sure you have your certifications on this page. Also make sure everything is clearly explained and there are no grey areas. Don’t hesitate to clarify why you’re asking for their mobile number for example (order confirmation sent to them) or to remind them where to find the CCV number on their card.
2. Ask the bare minimum from your users
A lot of ecommerce websites ask you to register before placing an order. This is not necessary at all and can put off some users from ordering your products. Give them the option to register or order straight away. The whole order or registration process needs to be as smooth as possible.
Don’t ask for unnecessary information, keep it as short as possible. One phone number is enough, one email address too and you don’t necessarily need to know their date of birth. Or if you feel you do, offer them something in return (a discount or a voucher). Just remember you will get something very valuable from them in the process: their email address. Once you have it you will have plenty of time to communicate with them and add more information to their profile.
3. Check your page load time
This is another very important factor when it comes to conversion rates. In the meantime it’s also one of the parameters taken into account for your quality score. Your pages load time should always be under 1.5 seconds.
To achieve this make sure your code is trimmed down to a minimum, avoid unnecessary background apps and make sure your images are as small as possible (avoid heavy formats like png and bmp for example). Use Google Analytics regularly to check your page load time is as low as possible.
