Pay-per-Click (PPC) is a method of bringing paid traffic to the desired webpage. The platforms like Google, Facebook, Linked In, Instagram, YouTube, Pinterest, and TikTok are facilitating PPC advertisements.
Google’s Advertising Revenue was $181.69 billion in 2020.
Facebook’s Advertising Revenue was $84.2 billion in 2020.
LinkedIn’s Advertising Revenue was $3 billion in 2020.
These statistics indicate organizations of all sizes are spending huge money to bring paid traffic to their websites and landing pages.
A lot of companies are failing to generate desired conversion rate and revenues from pay-per-click campaigns because they ignore the post-click experience of the prospect.
So, it boils down to the question — what is Post-Click-Experience?
Post-click experience is the experience that a prospect undergoes after clicking an advertisement.
The post-click experience depends on the quality of the landing page.
I am going to highlight five techniques that help to optimize the post-click experience of visitors.
A Coherence between Ad Description and the Landing Page’s Value Proposition
There is often a mismatch between the promise made on the advertisement and the value proposition communicated on the landing page.
People click on an advertisement when they like the promise it makes. Upon clicking, they expect to gain more insights into the promise made by the advertisement. If the landing page does not provide more insights into the ad description, the prospect would quickly close the page and move back to search results.
A Good example:
Prospects who clicked Instapage’s ad are navigated to a landing page whose screenshot is provided below.
Instapage’s Google Ad has promised to offer an Advertising Conversion Cloud. Its landing page has provided more insights into the promise by explaining how it helps to personalize a 1:1 ad-to-page to post-click experience. This coherence encourages prospects to scroll further down the landing page to understand the solution better.
A Bad Example:
Prospects who clicked this ad are navigated to a landing page whose screenshot is provided below.
Verenia’s Google Ad description has promised a software solution that reduces costs and increases efficiency. However, its landing page does not speak about the software it offers. Instead, it encouraged prospects to download an E-book. If the organization aims to increase the number of downloads of an e-book, its Google ad description should focus on the e-book, not the software.
Page load speed is the time that a page takes to load completely.
How do you feel when a page takes a huge time to open after clicking a link? What would you do if the page is taking time to open?
You simply close it and move ahead with your search, don’t you?
So, page speed can influence the conversion rate. Ideally, a page should load within 3 seconds. An increase in every second, after these ideal 3 seconds, reduces the conversion rate proportionately.
Business owners invest huge money in designing the website with high-quality pictures and graphics. However, they ignore the importance of optimizing the load time. They don’t recognize the relationship between page loading time and conversion rates.
I recently copyedited a SAAS landing page. It has appealing graphics throughout all the sections. The hero section had 3 rolling images wherein each image is communicating the value proposition in bits and pieces. The page is taking a whopping 30 seconds to display the entire value proposition.
People don’t have the patience to wait longer for a page to load.
Why should they wait? They have plenty of other resources out there to provide information. If not your page, they get the relevant information on other’s pages.
A landing page with the best copy, structure, and CTAs cannot convert if it does not load within 3 to 4 seconds.
I encourage you to test the loading time of your landing page before navigating traffic to it. If it is taking more than 3 seconds to load, put efforts into identifying elements causing higher load-time. Don’t navigate paid traffic to the landing page until it achieves ideal page load time.
Larger images often lead to lower page speed. Compress images to improve the page load speed. A common misconception among people is that image compression leads to reduced image quality. Tools like CompressPng and Optimizilla would help you compress images without compromising on the quality.
I have used CompressPng to compress an image for which a before and after comparison is provided below.
Do you find any difference in quality? Unnoticeable!!
The size of the compressed image is 5 times smaller than the original one. That’s how powerful these tools are in compressing images while keeping the original quality intact.
According to StatCounter, mobile contributes 56.86% of web traffic, whilst desktop devices have a share of 43.41% in May 2021. So, there are two aspects to page speed optimization. They are mobile page speed and desktop page speed. Ignoring any of these could reduce the overall conversion rate.
Several tools help to analyze the landing page’s loading speed. GTMetrix, Pingdom, Think with Google: Test My Site, and KeyCDN are widely used to measure page speed.
Clear Value Proposition
Value Proposition is a statement that summarizes the promise of value that the organization aims to deliver to a customer. According to Jacob Mcmillen, one can communicate the value proposition in three steps.
- What your offer is.
- Who the offer is for.
- Unique selling point.
- Trust Elements.
Here’s the value proposition I wrote for an Online Education Institution. It aimed to increase the number of enrollments for the Level 3 Diploma in Business Management.
Tell the value you promise to deliver. Don’t use jargon. Don’t complicate it with your vocabulary skills. Give a chance to visitors to relate themselves with the value proposition.
I have mentioned “Get ATHE Level 3 Diploma in Business Management Certification” in the headline because that is what eventually learners get by enrolling in this course.
In the second line, I have identified the target customers. Students and Working Professions are the target audience for the organization. If students or working professionals, seeking to enroll in a Business Management course, visit the landing page, they would immediately scroll the page down to get more information. The Unique Selling Point ( USP) of the course is the ‘Duration’.
I have also mentioned the number of students who have already received certification from the institution for two reasons.
1. To enhance trust.
2. To prove the authority of the institution.
Almost 100% of visitors go through the value proposition on a landing page. If you confuse prospects with the vague value proposition, you cannot expect them to scroll further on the page. That is the end of the prospect’s journey on your landing page.
According to Neilson Normal’s Group, people scroll below the fold only when above the fold is promising enough.
Benefits Vs. Features
A benefit is an advantage, good outcome, or a positive result.
A feature is a characteristic or an attribute that makes a product special.
Features and benefits have their importance on the landing page. However, one should know when to use what to tickle the emotions of prospects. For instance, an end-user of a mobile application does not bother whether the application is developed using a Phyton code or Java. He is concerned if the application is user-friendly, processes financial transactions securely, and maintains confidentiality of personal information.
I recently audited a PPC landing page of a sticker manufacturing company. The organization has highlighted how they are maintaining social distancing and how they are taking care of their employees in the landing page that aimed to increase the sales of stickers they manufacture. The question is — do these aspects persuade prospects to make a decision?
I opine, absolutely, NO.
When operating in B2C, you may need to focus on highlighting benefits over features. For B2B, you may need to correlate features with benefits.
Benefits help to address the pain points of prospects. The objections that make prospects uncertain about their decisions can be addressed by highlighting the benefits of the products or services.
Benefits should be specific and clear. A landing page that successfully distills features into benefits, just like how NetSuite did, would stand out and achieve a better conversion rate.
How many times you have bought a product that does not have any reviews and ratings on Amazon? You look for a product that has a 5-Star rating and read the experiences of the existing users before making a decision. You inquire with your friends, relatives, and neighbors before making a purchase decision to ensure that the products you purchase are worth the money.
The same principle applies here too. Prospects look at reviews, testimonials, and ratings very keenly to assess the quality and credibility of the product.
Showcase as much social proof as possible to clear the objections of prospects. The social proof should appear right below the hero section of the landing page to get better results.
According to Nielson Norman Group, 74% of the viewing time was spent in the first two screenfuls. The social proof that does not appear in the first two screenfuls is less likely to get noticed by the visitors.
Make sure that the testimonials are crisp. They should talk about how the product/service has addressed pain points. Testimonials that reveal the quantitative results would generate a better conversion rate.
For instance, RoastMyLandingPage has ensured that the testimonials speak about the quantitative results achieved by clients.
You must ensure to display the name, designation, and photo of the person who gives the testimonial on behalf of the organization that received your services.
A Call-To-Action or CTA is a phrase that tells visitors to take a particular action. The call-to-action should reflect the goal of a landing page. For instance, a landing page developed to get more subscribers for the weekly newsletter could carry “Subscribe to Weekly Newsletter” as a call-to-action.
Be specific with what you want people to do when they visit your landing page. If you want them to book a demo, just put ‘Book A Demo’ as a call-to-action. If you want them to download a book, put ‘Download the E-Book’ as a call-to-action. A half-baked and vague CTA will not convert.
So, the golden rules of CTA are:
1. Single CTA throughout the landing page.
2. Clarity of CTA (Make it Specific to the outcome).
3. No navigation links on the landing page other than the CTA.
A landing page created by incorporating these techniques increases the conversion rate significantly.