Whether you're just getting started with eCommerce PPC or are already a self-proclaimed expert when it comes to social media advertising and Google Ads, these PPC landing page best practices will help you optimize your ad campaigns and, hopefully, convert more visitors into leads or customers (depending on your company's goal).
10 PPC Landing Page Best Practices
In this blog, we're focusing on 10 best practices to help you optimize your landing pages for both eCommerce and lead generation:
- Create pages unique to each campaign
- Align your headline, offer & CTA
- Use creative design & images
- Write brief and compelling copy
- Use video when appropriate
- Include assurances when possible
- Use minimal form fields
- Avoid distractions
- Keep the page relevant to the keywords you're bidding on
- A/B test different elements
1. Create Pages Unique To Each Campaign
The number one rule to eCommerce PPC is to create landing pages unique to each campaign. There's no point in directing users to the same page for different campaigns. For example, if your goal is to drive more leads, you'll need to direct your audience to a page where they can submit a form and share their personal information, like their name and email, with you.
Though the homepage is the most important page on any website, avoid driving traffic here. The homepage will not perform as well as a highly optimized landing page with a clear call-to-action (CTA). It creates multiple conversion funnel paths, making it difficult to properly analyze performance from your PPC campaign. Plus, users are more likely to meet your goal if there is less information on the page.
2. Align Your Headline, Offer & CTA
All PPC ads, banners and landing pages must have a clear CTA so that your audience innately knows the next step to take on the path to conversion. Be sure to align the CTA with the headline and offer on the landing page.
Let's pretend you're running a Valentine's Day promotion and offering 15% off your entire website. In this case, the headline should read something along the lines of Get 15% Off - No Minimum Required! or This Week Only: 15% Off Everything. Then, align the CTA with the offer using copy such as "Save Now" or "Get 15% Off." Remember to keep the CTA above the fold, too.
Keeping these three elements consistent across all PPC landing pages creates a seamless user experience from the moment your audience sees the ad to the moment they convert.
3. Use Creative Design & Images
Visuals are just as important as the headline and CTA. They help brands tell a story and show off products, but it's important to keep the visuals relatable to the offer. Let's go back to the 15% off example from above. This time, let's pretend you're offering 15% off of specific products only, like chocolates. If you sell other food and perishable items through your eCommerce store, it's imperative that they are excluded from this offer. In this case, you'd want to include only images of chocolates on the PPC landing page and exclude other food products.
If your eCommerce brand sells services rather than products, like Groove Commerce does, then it doesn't make sense to use product photography. In this situation, we encourage creating relevant graphics, like the one seen below that we use to promote our eCommerce Advertising Guide.
Here, we included a tablet graphic of the downloadable eBook in the thumbnail image of the promotional video − rather than keeping this page empty and free of visuals. This way, people who visit the page are quick to recognize the offer.
4. Write Brief & Compelling Copy
Website visitors generally scan through the words on a page to get the gist of it. Keep things simple by writing brief yet compelling copy. Bullet points are a great way to get your brand's message across to visitors clearly and concisely.
5. Use Video When Appropriate
Use video on PPC landing pages, just like how we did in the example above. Video is a great tool to get your message across, but it's important to keep the video extremely relatable to the page it's on. Use "how-to" videos or lifestyle videos to sell products and convert more landing page visitors into customers.
6. Include Assurances When Possible
Build consumer trust and confidence with your brand by including trust signals, like previous customers' testimonials or product reviews. People like to know what their peers think of products and services, so make it easy for them to see by displaying this user-generated content on the page.
In addition, display security assurances, certifications and guarantee seals to prove that your website is trusted and reliable among online shoppers. This is especially important for first-time visitors who are typically hesitant to purchase from a brand they're unfamiliar with.
7. Use Minimal Form Fields
The number of form fields and conversion rate are inversely related: as the number of fields in a lead form goes up, the conversion rate goes down. That's why it's important to limit the number of required fields − only ask for the absolute most important information. A standard recommendation is to ask for a visitor's first name, last name and email. However, there may be something more or less important to obtain; that's dependent upon each individual business and their goals.
8. Avoid Distractions
The goal of a PPC landing page is to convert as many people as possible! That being said, include only the most important information needed to convert a person (like everything we discussed previously − limited form fields, security assurances, graphics, images/videos and compelling copy). Do not include your website's top or side navigation on this page as it will be a distraction and cause visitors to browse rather than convert. The links in the footer could also be a potential distraction, so be sure to limit how many links you put here as well.
Another important thing to note is to remove pop-ups on desktop and mobile (if your company leverages a pop-up tool). This is the ultimate distraction as it immediately takes attention away from the main focus of the landing page.
9. Keep The Page Relevant To The Keywords You're Bidding On
When people search on Google, they expect to see relevant search results. Optimize all of your PPC landing pages to ensure that they deliver information relevant to the keyword typed in on the search engine. Match the keywords that you're bidding on in both the landing page and the ad copy.
For example, if a person searches for "hotels in Chicago," don't send them to a landing page titled "5 Reasons To Visit Chicago." The intent behind that specific search is to find places to stay − not to persuade them to visit.
P.S - we recommend bidding on high-impact keywords with a low CPC and high search volume.
10. A/B Test Different Elements
A/B testing is the process of continually experimenting with on-page factors to increase your landing page’s performance. Pick an element to test instead of trying to test everything at once. Some common places to start testing are headlines, images, CTA copy or button colors.
Are you looking for the best platform to build your new landing pages with? Check out our blog "Our Favorite Enterprise eCommerce Solutions" which covers the specific benefits that both Shopify and BigCommerce offer eCommerce retailers.
We hope these 10 eCommerce PPC landing page best practices help you to increase page performance and convert more customers or drive more leads. If you have any questions or concerns or would like to learn more about how our team can implement a paid media strategy to grow your revenue, don't hesitate to reach out through the form below. Talk soon!
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