Optimizing your landing pages is a surefire way to boost your PPC campaigns and get the most out of your advertising budget. We’ve shared numerous tips and tricks over time, but we’re revisiting our absolute favorites – the ones proven to deliver consistent results. This post is your ultimate guide to PPC landing page optimization, featuring both simple adjustments and bolder strategies, each designed to instantly improve your conversion rates.

The Best Landing Page Tips We’ve Got

Once you’ve explored these tips and tricks, be sure to check out some inspiring landing page examples for more ideas!

1. Ensure Consistent Messaging Between Ads and Landing Pages

This one might seem obvious, but surprisingly, many advertisers miss the mark. If your ad’s promise doesn’t align with your landing page’s content, you might as well have a broken link. Let’s illustrate with an example:

Now, let’s take a look at the corresponding landing page:

As you can see, the landing page perfectly reflects the ad, providing a seamless and relevant experience. This might seem basic, but countless advertisers still direct PPC traffic to their homepage (not ideal) or a generic splash page (even worse). Consistency is key! This also extends to visuals. To delve deeper into visual continuity, explore our post on Facebook landing pages.

2. Overhaul Your Landing Page Sign-Up Flow

Small tweaks yield small results. Changing button colors and font spacing might feel productive, but you’re actually missing out on opportunities for significant conversion boosts. To achieve substantial results, you need to implement significant changes, and revamping your landing page sign-up flow is a prime example. Here’s a practical illustration:

Instead of limiting prospects to a single sign-up option, this landing page offers three, each tailored to different user preferences. This cleverly reinforces user control, empowering them to choose their path without feeling forced into a rigid process. Whatever changes you make to your sign-up flow, always A/B test to ensure data-driven decisions. And speaking of A/B testing…

3. A/B Test the Placement of Your Landing Page Forms

Many marketers obsess over landing page forms themselves, but often neglect a crucial aspect – their placement. Testing the positioning of your landing page forms can lead to substantial conversion improvements. Take a look at this example:

The control page (left) already boasted a respectable conversion rate of around 11% before testing. However, the variant (right) outperformed it with a conversion rate of just under 16%. While this might not be a radical change, it demonstrates how testing elements like form placement can significantly impact your conversion rates.

4. Optimize Landing Page Forms for Mobile Devices

Have you ever filled out a web form on your mobile device? No? Then expecting your prospects to do so is unreasonable, especially since mobile ads thrive on immediate purchase intent. Your mobile landing pages and their forms need to facilitate effortless conversions on the go. In the following example, Progressive has made it incredibly easy for visitors to provide their information. Even sending a simple text message would likely take longer:

While this form might not capture extensive user data, it prioritizes user experience. This best practice of simplifying the user journey encourages prospects to complete the conversion process. RELATED: Our 50 Best Marketing Tips in 5 Minutes

5. Create a Compelling Call to Action

If “Submit” is still your go-to call to action, it’s high time for a revamp. Calls to action are crucial, often determining whether a visitor bounces or converts. Yet, many advertisers don’t give them the attention they deserve. Without a strong CTA, even the most impressive landing page falls flat. Let’s look at an example of an outstanding CTA:

Notice how the CTA uses inclusive language to emphasize teamwork, aligning with the product’s value proposition. “Let’s do it!” is far more engaging than “Submit” or any other generic alternative. When crafting your next CTA, employ the “I want to…” strategy. Your CTA should seamlessly complete a sentence starting with “I want to…” Here’s a practical demonstration:

While you don’t have to explicitly include “I want to…” in your CTA, these examples highlight how this principle leads to compelling and clear CTAs. You wouldn’t say, “I want to submit,” would you?

6. Speak Your Customer’s Language

While design is crucial, copy holds equal, if not greater, importance for landing page success. One effective technique is using “the voice of the customer.” Too many landing pages rely on jargon and salesy language, especially among enterprise-level businesses. However, connecting with customers using their language yields far better results. Using language that resonates with prospects’ wants and needs is key to attracting potential customers. Identifying your customer’s voice involves data-driven research to understand their desires and tailor your offerings accordingly. Here’s an example from FreshBooks:

Every selling point emphasizes customer benefits instead of technical specifications or client numbers – aspects marketers often prioritize. Dive deeper into incorporating the voice of the customer into your landing pages and watch your conversions soar.

7. Leverage the Power of Words

Combining the voice of the customer with “power words” can make your landing pages incredibly persuasive. Using power words goes beyond word choice; it involves structuring your copy to evoke emotions. Consider this example:

The single word “again” carries significant weight in this context. By stating, “Make home feel safe again,” the copy subtly manipulates prospects’ fears, creating a remarkably effective message. Explore the full post to learn more about utilizing power words, incorporating narrative techniques, and other strategies to enhance your copy’s persuasiveness.

8. Integrate Video Content

Including videos on your landing pages can be highly impactful, especially for conveying complex ideas without overwhelming visitors with text. Video also reinforces your messaging and branding. Here’s an example where Rosetta Stone effectively uses video:

9. Explore New Ad Formats and Ditch Landing Pages Altogether

Now, for a truly bold approach – eliminating landing pages entirely. While this might seem counterintuitive, forcing prospects to a landing page is no longer essential. New ad formats allow advertisers to bypass landing pages without sacrificing conversions. In fact, these formats can be even more effective than the traditional funnel approach. Twitter’s Lead Generation cards are a prime example:

This illustrates the power of embracing bold changes. While many marketers cling to outdated practices, daring to be different can give you a competitive edge.

10. Utilize Call-Only Campaigns

Our final optimization tip also eliminates the need for landing pages. Why? Because it has the potential to significantly boost your conversion rates. On average, mobile SERP conversions outperform desktop SERP conversions by a factor of nine. Combine this with the fact that calls to businesses are at least three times more valuable than clicks, and you have a compelling case for ditching landing pages and embracing Call-Only campaigns. AdWords’ Call-Only campaigns allow you to feature a clickable phone number in your ad, replacing the traditional URL. This enables direct calls from the ad – no clicks, forms, or landing pages. Just pure, direct communication.

That concludes our top 10 landing page optimization tips. Which ones are you already implementing, and which are you eager to try? We’d love to hear about your optimization successes, so share your experiences in the comments below.

Recap: The Ultimate Landing Page Tips

Here’s a quick recap of the most effective landing page optimization tips:

1. Maintain Consistent Messaging Between Ads and Landing Pages
2. Revolutionize Your Landing Page Sign-Up Flow
3. A/B Test the Placement of Forms on Your Landing Pages
4. Ensure Mobile-Friendliness of Your Landing Page Forms
5. Craft Compelling Calls to Action
6. Embrace the Voice of the Customer in Your Copy
7. Harness the Power of Words in Your Landing Page Copy
8. Integrate Video Content into Your Landing Pages
9. Explore New Ad Formats and Consider Eliminating Landing Pages
10. Leverage Call-Only Campaigns for Direct Communication