Landing pages are designed to help you convert your visitors into leads and customers. But what happens when people don’t actually click through? Google’s new Landing Page Users report will show you how many people saw a landing page, but didn’t end up converting on it. Learn the top reasons why users aren’t clicking through in order to get better results next time!
Creating a landing page is an essential part of your marketing strategy. It allows you to target specific audiences and increase conversions. With that said, it can be difficult to know where to start. This article will walk you through the process of creating a landing page with Google. Read more in detail here: how to create a landing page with google.
Last week’s Webinomychat was quite educational. Unbounce, the landing page gurus, and Oli Gardner, their Co-Founder, provided their ideas and advice on how to create landing pages that your users and Google will love. They and our community spoke about:
When it comes to landing page optimization, Unbounce is the company to learn from. Prepare to take notes since there is a lot of useful information below that you would have to pay a consultant for.
A landing page is a one-of-a-kind web page that was created specifically for a marketing or advertising campaign. The internet user gets on this page when they click on a link in an email campaign, an online ad, a social network, or a search engine, as the name indicates.
Unlike feature pages, which may attempt to educate, market, and convert, a landing page should be developed with a single objective – to do one thing.
“Launching and constructing a landing page is all about persuading the visitor to complete a single action,” according to Unbounce. “So the number one question you need to answer, and also the most fundamental, is: What are you attempting to achieve?”
- “Can you tell me what you want the guests to do?” The answer to this question should be the same as the first, but it’s crucial to remember it since it will influence how you arrange content on the page later (Information Hierarchy)
- “Will anybody come to my landing page?” One of your marketing parts should be this. Only that portion should be addressed by your LP. Create fresh LPs for each part if necessary.
- “Does the pre-click information match the post-click information?” This is particularly important in the header. We want visitors to know they’ve arrived at the correct location after being directed to our LP. More information about Message Match may be found here.
- “Who are we targeting, what do we want them to do, what copy / offers / CTA will get them to take that action, and what conversion point most easily accomplishes that conversion? It comes down to relevancy and UX – if it’s relevant & easy to convert, you’re gold.” — Patrick Delehanty
- “Make sure it’s solely committed to the marketing campaign it represents. Is it able to carry on the experience that began when the (qualified) SERP user performed their query and then clicked on your ad? Is it motivating them to act? Is it simple to operate?” — ThinkSEM
- “What is the one thing I’d want my consumers to do?” Sarah Marks —
- “What material would I like to see if I were my target audience? Is it possible to view the most critical details above the fold? Is it simple to use? – Do the call-to-actions make sense? Is this material thorough, trustworthy, and authoritative, as if I were Google?” Itamar Blauer (Itamar Blauer)
“Obviously, we have some strong sentiments here,” Unbounce says. There are just too many diversions on your homepage to direct campaign visitors there.
- Homepages are about exploration and discovery.
- Conversions = landing pages.
Always route your visitors to dedicated LPs while launching a campaign.
Each LP has a singular goal. That doesn’t imply you just offer them one choice; rather, the key action (the one you want them to do and the one they should take) is clear and compelling.
That isn’t to imply the homepage doesn’t have a role in your marketing. Assume you’re in startup phase, and you’re launching your first MVP, a mobile app. It’s perfectly acceptable with us if you make an album that serves as your homepage.”
“The one-word answer is NSAMCWADLP. The ten-word explanation of that is Never. Start. A. Marketing. Campaign. Without. A. Dedicated. Landing. Page. << This should be your default starting point. “— Oli Gardner
- “The idea of utilizing an HP for a sponsored search landing page makes me cringe…gross. Only for branded search phrases would I condone such activity. Otherwise, please, for the love of dogs, use an ACTUAL LP if you’re paying for traffic.” — ThinkSEM
- “There is just too much going on on most homepages, which may be distracting. Landing pages, on the other hand, are laser-focused and quickly direct people’s attention to the ‘what’s in it for them,’ resulting in more conversions.” — Sharanya-Manola
- “Rarely. Homepages are designed to inform visitors about the products/services and value you have to offer. Conversions are the goal of landing pages. Conversions are tough to do without first giving value.” Itamar Blauer (Itamar Blauer)
- “I’ve seen a number of SaaS single-page home sites where a separate external landing page would be unnecessary.” Hebdon, Amy Middleton
“When it comes to creating a user-friendly landing page, you’ll need to focus on two primary things: content and design,” according to Unbounce.
- Provide the necessary information in terms of content. Keep the discussion going in the LP that you began in your pre-LP asset (ad, banner, email, etc.). In this approach, you’re assisting users in taking their next step. This takes us to the topic of information hierarchy, or the order in which the material on your website is displayed, both in terms of literal order (whatever appears first) and visual dominance (what stands out most).
- Make the arrangement familiar from a design standpoint. People want familiarity, which makes finding information simpler. Keep the most important elements of your website visible. Make use of whitespace. If necessary, use supplementary CTAs, but make them less obvious. What about mobile devices? Begin with designing for mobile first, and then for mobile solely. When navigating on a mobile device, people don’t click things; instead, they touch them. Consider utilizing AMP LPs to reduce loading times to near-zero. Your time is really precious. Isn’t it possible that you have more customers than that?”
- “Keep everything fluff out, in my opinion. Make sure it’s short and sweet, with relevant/useful information that leads to your final objective or call to action. And, of course, I’d be remiss if I didn’t mention the importance of having a video.” Olivia J. —
- “User concentration may be improved by using a simple design. Users might be persuaded by images and videos. Determine the best color palette for your company. Don’t forget to make your landing page forms mobile-friendly as well!” — Austin, Ben
- “Make sure the page addresses all of the visitor’s queries, and don’t forget to go through it again with a final checklist to make sure you didn’t miss anything.” Scalice, Nicholas
- “1. Quick loading times 2. Above-the-fold message that is succinct and to-the-point 3. Simple-to-understand selling propositions (bullet points, sections). 4. A strong and unambiguous call to action. When you’ve got me hooked, let me know what I need to do!” — Gustafson, Mark
- “The majority of users skim over material. Make sure that the general public understands it and that you utilize language that people can connect to. Your website is user-friendly because of its clear layout and readability.” — Readable
- “Keep it simple and user-friendly; prioritize content and calls to action above the fold; ensure it’s quick; ensure it’s mobile-friendly; ensure it WORKS; have CLEAR calls to action; leverage social proof / testimonials; and, most importantly, TEST IT!” Delehanty, Patrick
Additional Reading: A Beginner’s Guide to the Internet: The Only SEO Checklist You’ll Need in 2020 and 9 Things You Should Know If You’re New to Mobile SEO: 41 Recommendations
“Quality Score is an evaluation of the quality of your advertisements, keywords, and landing pages,” according to Unbounce.
- Lower expenses and a better ad position Mean higher quality ad experiences.
- Here are our top three suggestions for getting there. Remember Message Match? Convey the EXACT same message from ad to LP. A consistent message is important since it informs visitors that they’ve arrived at the appropriate location and are on the right track to the result they sought.
Reduce the time it takes for your landing page to load. If a website takes too long to load, you’ll leave immediately, and prospects who click through on your advertisements will do the same.
- Are you making use of mobile ads? Instead, use AMP LPs.
- Make sure your landing page is simple to use!
- Visitors will bounce if your LP is congested and they can’t locate what they’re searching for, which Google interprets as an indication that your LP isn’t satisfying their demands.
When it comes down to it, Quality Score isn’t a precise science.
Google checks often, but it might take a few weeks before you see your LP influence ratings alter. However, the clearer the conversion route on your LPs, the higher your chances of a solid Quality Score.”
- “For what it’s worth, your @GoogleAds quality score will suffer if your landing page does not load in less than 5 seconds on mobile and is not mobile-friendly.” Reva Minkoff is a fashion designer.
- “A seamless transition from the ad to the landing page. To lower your bounce rate, provide value with high-quality content. Incorporate top keywords that are attracting visitors to your website into the landing page material using Google search statistics.” Elena Salazar is a writer.
- “To begin, double-check that the ad and the album are connected. Then have a look at how the page works. What is the definition of load time? What is the overall user experience? This is something Google considers. Your ad rank may suffer if your website is unusable or confused.” — Howard, Stevie
- “Match the LP to the ad text and keywords. A clear information structure has been established. CTA with a clear call to action and pictures that are relevant. Header is intriguing. Concise. It loads quickly. Credibility/trust. The navigation is simple.” Bentley University (Bentley)
- “Whether you design according to a set of standards, you can use those same rules as a quality check to determine if you missed anything. When you find that you have skipped or stumbled on one of the principles, it might also provide you with a path for optimization.” —Olivier Gardner
- “A LP Audit – starting with the most obvious: HTTPS, Responsive, Mobile, Speed, and Brand Consistency are all terms that may be used to describe a website. With a value-added offer, address the message, headlines, and content clarity (does it speak to the audience?) Is there a call to action? Paid search A/B testing.” Debi Norton is an author.
- “What is the page’s purpose? Is it intended for free or paid traffic? What keywords are you ranking for if it’s organic? What can you learn from the data in GA and heatmapping tools? Is there a clear call to action on the landing page? There’s a lot more to it.” Jarman, Tristam
- “1. What are your company’s goals? 2. What are your key performance indicators (KPIs) for achieving your company goals? 3. Who/what is your intended audience? BEFORE ANYTHING ELSE, these questions must be addressed. Without a thorough grasp of the company, it is impossible to conduct a good audit.” — Vaillancourt, Matt
- “When it comes to a landing page audit, I prefer to employ Unbounce’s own analyzers. SEMrush site analyzer is what we usually use to collect all the data, from tiny errors to meta tags to broken links and everything else.” — Shah, Vraj
You can see vital data for each landing page in a fast view that you can download for reporting if you link your Google Analytics and Google Search Console accounts to the SEMrush Content Audit tool. Sessions, average session length, pageviews, average time on page, bounce rate, and search queries are all included in the statistics for each URL.
Read The Step-by-Step Guide to Conducting a Content Audit in 2020 to discover more about how it works.
If you have any, please post them in the comments section below. We’d also want to thank everyone who took part in the conversation. Next week, we’ll be seeking for your professional advice. Every Wednesday at 11 a.m. ET/4 p.m. BST, join us for # Webinomychat.
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Frequently Asked Questions
Does Google like landing pages?
How do I promote my landing page on Google?
A: Promoting your website is not a difficult task. You need to improve the rankings of your landing page on Google and this will enable you to see higher traffic in return. The best option for promoting yourself is by doing some SEO, which stands for search engine optimization. It also helps if you make use of social media like Facebook or Twitter.
How do I make SEO friendly landing pages?
A: You need to make sure that your landing page is designed in a way so it can be indexed by Google and other search engines. This means having relevant keywords on the page, not too much text, good images etc.
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