You know that your business is legit and your offers are valuable, but what about the visitor who has never heard of you before? They need a little convincing, and if you can’t prove yourself, they may not think of you as particularly reliable.
Social proof is one way that businesses legitimize themselves on their landing pages—include a few inconspicuous buttons that lead to your profiles on Twitter and Facebook, for example.
Endorsements and testimonials also go a long way toward converting on your landing pages, as they give the visitor a snapshot of your value and demonstrate the faith that others put in your brand. When visitors see that you’ve worked with names they recognize, and that you have helped other customers just like them, they’re more willing to take your offer seriously.
5. Skipping the Testing Stage
You may think that your landing page is all done and optimized to perfection, but you can’t always predict how visitors will respond. Don’t leave anything up to chance, personal taste or even professional intuition—test it, and trust the numbers.
A/B testing allows you to launch multiple landing pages with subtle differences—they may use different color schemes, different CTAs or even different stock images. You can then see which ones are more successful than others, allowing you to refocus your strategy to better appeal to future visitors.
When you allow scientific data to inform your landing page design, you can increase the likelihood of conversion—the time and effort it takes to design, test and perfect a landing page will pay for itself many times over throughout your PPC campaign.
Solomon Thimothy is the founder and CEO of integrated marketing firm OneIMS and its online marketing division, ClickXPosure. From their joint headquarters in Chicago, he specializes in web design and development, SEO, PPC, and a wide range of digital and traditional marketing strategies. You can connect with Solomon on Twitter or on Google+.