Building a landing page on Google that achieves maximum conversion is not a simple task. It could very well be that a sponsored advertising campaign on Google is not achieving good results because its landing page fails to convert visitors to the page. Especially for this, we have put together a number of simple actions for you to improve the conversion of landing pages on Google.
The idea of dedicated landing pages for advertising on Google was created with the aim of providing businesses with an alternative solution to using the business website as the landing page of the campaign. Instead of using the business website, which is not necessarily built only for advertising on Google, the business can create a dedicated landing page built specifically for the purpose of advertising the business on Google.
The dedicated landing page shows visitors arriving through sponsored advertising on Google only the information relevant to the product/service advertised on Google and encourages them to complete the desired conversion action. This way you can increase the chances that more surfers will complete a conversion, which also increases the return that the business receives from advertising on Google.
But building a dedicated landing page does not necessarily guarantee maximum conversions from Google advertising. If you want to build a dedicated landing page for a sponsored advertising campaign on Google, or if the existing landing page of the campaign does not manage to convert enough visitors, we have several simple actions that you should know that can improve the conversion ability of landing pages on Google:
1. Reducing content on the landing page
Most surfers make a decision in less than 10 seconds whether to stay on the landing page or return to the Google search engine. So the landing page only has a few seconds to convince the surfers to stay and find out more about the business, and hopefully complete a conversion.
One of the simplest actions to convince surfers to stay on the landing page is by reducing the content on the page. When a surfer notices, in the first seconds after he lands on the page, that he does not need to spend too much time to go through all the content on the landing page, the chances increase that he will decide to stay on the page, find out more about the business and complete a conversion.
2. Improving the call to action
A proper landing page for advertising on Google always includes a call to action that informs the surfer what conversion action they want him to complete on the landing page. Whether the action is buying a product or leaving details, the call to action should be clear and prominent.
A common reason a landing page fails to generate enough conversions is a weak call to action. It is recommended to re-examine the call to action on the landing page and make sure it is good enough to capture the attention of the visitors to the page and encourage them to complete the conversion action.
3. Emphasizing the contribution to the client
Every surfer who clicked on the advertising ads on Google wants to get more information about the business offer and understand how it can contribute to him. The better the landing page does in highlighting the contribution that the business’s product/service makes to the customer, the more likely it is to generate more conversions.
Efforts should be made to emphasize as much as possible on the landing page the contribution that the business provides to its customers, both from the design aspect of the landing page (for example highlighting the advantages in large headlines) and in the content of the page (for example a detailed explanation of the advantages of the business over the competitors).
4. Creating urgency to complete the conversion
Many studies have found that Google surfers are more likely to complete a conversion if the landing page succeeds in creating in them a feeling of urgency to complete the conversion as soon as possible. So it is recommended to create a sense of urgency among the visitors to the page to complete the conversion operation on their first visit.
For example, a course landing page can indicate to visitors to the page that “there are a few places left for the upcoming course. It is recommended to reserve a place as soon as possible” in order to create a sense of urgency among surfers to leave details in the contact form.
5. Strengthening the feeling of security among surfers
One of the main reasons why landing page visitors choose not to complete a conversion is because they don’t trust the business enough. It could be because they don’t know the business enough, aren’t sure the business will honor their deal, aren’t sure they’ll get the quality of the product/service promised on the landing page, etc.
You should consider doing simple actions to strengthen the visitors’ sense of security on the page, such as presenting recommendations from customers, presenting previous projects of the business, adding credibility markers, storing the page at a secure domain address, etc.
6. Moving the conversion operation to the top of the page
Another reason why landing page visitors don’t complete a conversion is because they don’t see how they can perform the conversion action on the page. Usually this is because the element on the page through which they can complete a conversion (contact form, dial button from mobile, buy button, etc.) appears at the bottom of the page and they miss it.
As a result, many top web design agency recommend moving the conversion operation to the top of the page. With this simple action, it is possible to increase the exposure of the conversion element to surfers, which makes it easier for them to locate the conversion action on the landing page.
7. Simplifying the conversion process on the landing page
Another simple action that can make it easier for visitors to the page to complete a conversion is simplifying the conversion operation itself. The more time visitors have to spend to complete a conversion, the more likely they will decide to abandon the page in the middle of completing the conversion.
For example, instead of including on the landing page a contact form containing 4 fields to be filled in (customer name, mobile phone, e-mail, reason for contacting), you can make it easier to complete the action of leaving details on the page by reducing the fields needed to be filled in the contact form to only 2 fields ( customer name, mobile phone).
8. Adding a robotic chat
A chat robot is an automatic chat that can be added to a landing page whose purpose is to simulate a conversation with a virtual representation that encourages visitors to the page to leave contact details or provides them with answers to frequently asked questions. The chat jumps out to surfers as soon as they land on the landing page in a way that attracts attention.
A robotic chat is found as a function that can greatly help a landing page generate more leads, complete more sales and improve the browsing experience of visitors to the page. So it is recommended to consider adding a robotic chat to the Google landing page.
9. Adapting the site’s content to Google advertising
Surfers today expect to reach a dedicated landing page whose content matches the advertiser’s Google ads. If there is a significant discrepancy between the content of the advertising ads on Google and the content of the landing page, the surfers may get confused and think that they have arrived at the wrong place.
In order to maximize the conversion ability of the landing page, it is important that the content of the landing page is as compatible as possible with the text of the advertising ads on Google. This includes focusing only on the product/service being promoted on Google, using similar keywords and a single call to action in the ad and landing page.
10. Reducing the file size of images on the landing page
One of the variables that most affects the conversion capabilities of a landing page is the page’s load time. The longer the loading time, the higher the bounce rate, which reduces the conversion capabilities of the landing page.
Heavy image files on a landing page is one of the common reasons for long loading time, as a landing page with heavy files takes longer to load. So a simple action that can be easily done to shorten the loading time of the landing page, and thus improve the conversion ability of the landing page, is to reduce the file size of the images on the landing page.
You can install SEO plugins in the landing page system that reduce the size of the image files on the website without damaging the quality of the image or download the images on the website, reduce them and re-upload them.
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