Your text ad is only the first part of successfully generating a lead through PPC. If you are seeing high click-through rates but disappointing conversion rate figures, then you may want to consider the effectiveness of your ad’s landing page.
Here are 5 simple best practices for lead generation PPC landing pages.
1. Form Location
Your landing page is not a story, so don’t wait until the end to give people what they came for! Place your form in the above the fold space to ensure that they can’t miss the page’s call to action.
The Impero Education Pro PPC landing page has its lead generation form within the top of the page fold. The location of the form makes it impossible for anyone landing on the page to miss, and helps to signpost them to the call to action: ‘Start your free trial’.
2. Form Fields
No one wants to spend ages typing lots of details into a form; so keep your form fields to a minimum. Reducing the amount of time and effort it takes to fill the form will encourage engagement. Decide what details you need in order to take the lead further, and any other details which you want can be collected at a later point.
For more advice on creating online forms to improve conversion rates, take a look at this post.
Can you offer something in return for the lead? From a call back from an expert to a whitepaper download, consider if there is something that you can give back in return. If someone is debating about providing you with their details, then giving them something could help to prompt them.
Air IT offers a free IT strategic review worth over £1,500 on their lead generation landing page. This is an offer that they would provide to a potential client following initial communications. However, by introducing the review during an earlier stage, they can capture potential clients early with their unique offering.
Remember, personal information is precious. People need reassurance that their information will be protected and used for the right reasons.
Another way to validate your trustworthiness is through customer testimonials. Khaos Cloud uses a 5-star customer testimonial on their free trial PPC landing page. It provides visitors with a review of the product’s benefits and their customer service experience.
5. Other Methods of Contact
Take into consideration that not everyone will want to fill out a lead generation form. Do not miss out on a potential lead by offering another method of contact than your form. Consider a designated PPC phone number to improve your chances of generating a lead which you can then attribute to your campaign.
The key principle here is to make it quick and easy for your visitor to submit their details. Visitors to a PPC landing page already have the intentions you are looking for, so don’t lose them. Leave your visitors with no obstacles in getting the job done and watch the leads roll in.
From there, it is down to you to make contact and turn that lead into a customer! Would you like some help with your PPC campaigns? Get in touch with our experts.