Have you faced situations where PPC and other Paid Search is not
converting while organic traffic results in converting ? This might be a
usability issue in your landing page and there might be numerous
reasons why this happens.
Here are some of the main factors which might be causing this:
1) Is your Search engine optimized content on the landing page having too much length ?
2) Have you mentioned the highlights of the product/service clearly ? Using a bullet point will make visitors see the features/highlights quickly
3) Do you have more than one call to action ? A visitor should be able to book from the landing page whenever he feels that this is the right product which he has been looking for. Visitors behavior changes from person to person and there should be some
4) We all know that this is a fast paced world so the landing page should be well optimized to give the customer a quick value proposition why he should book our products/services.
5) Loading time of the landing page is an important factor. The desired loading time would be around 10 seconds for a well optimized landing page.
6) Don't repeat content as this will make visitors think that the site is not having valuable information.
7) Design the landing page in such a way that it captures the attention of the visitors as soon as he enters the page and also communicates the primary value proposition to the visitor within the least time.
8) Test different versions of content to attract visitors and test which sort of content is working in PPC campaigns. Use seperate landing pages for PPC with the outcomes.
You can now optimize your landing page based on the above 8 main factors which affects the conversion from Paid Search. You can also do a A/B testing and multivibrate testing to find which landing page is getting more conversions from Paid Search.
Here are some of the main factors which might be causing this:
1) Is your Search engine optimized content on the landing page having too much length ?
2) Have you mentioned the highlights of the product/service clearly ? Using a bullet point will make visitors see the features/highlights quickly
3) Do you have more than one call to action ? A visitor should be able to book from the landing page whenever he feels that this is the right product which he has been looking for. Visitors behavior changes from person to person and there should be some
4) We all know that this is a fast paced world so the landing page should be well optimized to give the customer a quick value proposition why he should book our products/services.
5) Loading time of the landing page is an important factor. The desired loading time would be around 10 seconds for a well optimized landing page.
6) Don't repeat content as this will make visitors think that the site is not having valuable information.
7) Design the landing page in such a way that it captures the attention of the visitors as soon as he enters the page and also communicates the primary value proposition to the visitor within the least time.
8) Test different versions of content to attract visitors and test which sort of content is working in PPC campaigns. Use seperate landing pages for PPC with the outcomes.
You can now optimize your landing page based on the above 8 main factors which affects the conversion from Paid Search. You can also do a A/B testing and multivibrate testing to find which landing page is getting more conversions from Paid Search.
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