When it comes to turning paid traffic into conversions, landing pages are a crucial aspect of a digital campaign. Thus, we outlined the best practices for you.

Benefits of PPC Landing Pages & Best Practices | Union

8 Ways to Build Landing Pages That Convert Customers

<p dir="ltr">Published 10/21/2014; Updated: 7/1/2021</p>
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<p dir="ltr">When it comes to turning traffic into conversions, landing pages can be the most important aspect of a <a href="https://union.co/services/performance-media">digital marketing campaign</a>. Landing pages are independent pages dedicated to receiving specific types of traffic (<a href="https://union.co/services/performance-media/marketing-automation">through email marketing</a>, <a href="https://union.co/services/performance-media/paid-search-marketing">pay per click</a> or PPC, direct marketing, etc.) and are designed to drive conversions. For the purposes of this post we are focusing on the importance of the relationship between landing pages and paid media campaigns, however, the best practices outlined below can be applied to all traffic sources.<br /></p>

<p dir="ltr">The paid media process can essentially be broken down into two parts:<br /></p>
<ul><li dir="ltr"><p dir="ltr">Generating traffic through the setup of the campaign (your ads, audience configuration, etc.)</p></li><li dir="ltr"><p dir="ltr">Converting that traffic at the highest rate possible (your landing page)</p></li></ul>
<p dir="ltr">“Amazing creative and data-backed audience targeting isn’t enough to ensure a positive campaign ROI,” said Union Paid Search Supervisor Amanda Zwerin. “You need your paid traffic to convert. That’s the job of your landing page – to get the form completion, reservation or sale that pushes your business forward.” </p>
<p>Here are eight ways to improve your landing page experience with landing pages that convert.<br /></p>
<h2 dir="ltr">Be campaign specific </h2>
<p dir="ltr">We all know companies generally offer a lot of different products and services. It’s much more effective to provide the exact information consumers are searching for rather than a generic message with conflicting offerings. Your landing page needs to line up with your ads – the same message, offer and creative style. </p>
<h2 dir="ltr">Make landing pages easy to modify</h2>
<p dir="ltr">To get the full benefits of landing pages, they need to be built on a flexible framework. The easier it is for your team to spin off variants, the more easily you can A/B test your landing pages. This is a crucial step in any high-performing digital marketing campaign toward confirming what messaging lands best with your consumers.<br /></p>
<h2 dir="ltr">Focus on conversions </h2>
<p dir="ltr">Have relevant calls-to-action and information based on the visitor’s intent. This streamlines their steps to conversion and <a href="https://union.co/services/data-brand-strategy/conversion-rate-optimization">improves your conversion rate</a>. </p>
<h2 dir="ltr">Keep it simple</h2>
<p dir="ltr">Determine the essential information needed and leave the rest out. The easier – and faster – it is for the customer to complete the desired action, the less likely they are to get distracted and abandon their journey. </p>
<h2 dir="ltr">Be benefit driven </h2>
<p dir="ltr">Once the user has reached your landing page, you know they are already interested in your product or service. The goal now is to give them an offer they can’t refuse by highlighting the benefits of your product to help them make their decision to purchase. Promotions or discounts wouldn’t hurt either.</p>
<h2 dir="ltr">Get your attribution in place</h2>
<p dir="ltr">Take the time to incorporate any needed conversion tracking systems into your landing page experience. Not only can this help your team better track your return on investment, but it can also help lower your ad costs by exploring conversion-based bidding. </p>
<h2 dir="ltr">Start with a mobile-first experience</h2>
<p dir="ltr">Mobile traffic is the majority of paid traffic. Your landing page needs to be built for a mobile-first world, which means:</p>
<ul><li dir="ltr"><p dir="ltr">Your page needs to load quickly without any broken or missing elements</p></li><li dir="ltr"><p dir="ltr">Page elements should stack on top of each other within a single column</p></li><li dir="ltr"><p dir="ltr">All forms and interactive elements should be mobile-friendly</p></li></ul>
<h2 dir="ltr">Optimize your landing page for relevancy </h2>
<p dir="ltr">Just like your website, having a relevancy-optimized landing page (keywords in your H1 tags, etc.) can help improve the quality score of your ads and lower your per-visit costs. </p>
<p><br />Interested in learning more? <a href="https://union.co/contact">Reach out to Union today</a> and let us review your current digital marketing campaigns. Together, we can build a landing page strategy to drive conversions and improve campaign performance.</p>

<p>Why are landing pages critical to a high-performing digital marketing campaign?</p>

<p>Union is a creative &amp; performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data. </p>

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