The Landing Page MUST

Of all the tips to increase your landing page conversion, this is one of the biggest ones that many people forget to do.

First off, let's look at a great example and see if you can spot what's so great about the landing page...

We'll be looking at a slightly less traditional page than what most of us build, but it's a landing page none the less.

First the Ad. This ad is not your typical PPC Ad, but you can get the idea. This ad is located on Woot.com.

This ad in the top right is a link to Tigerdirect.com (an online electronic superstore). It reads "More Deals @ Tiger."

This landing page goes to THIS page.

You can see the landing page below as well:

Now, what do you suspect makes this landing page great?

Yes, there are great deals, but that's really that's not just the only thing...

See, when people click an Ad, they want to see the "solution" to what their trying to find. Essentially, it's the same with PPC. People are searching for a "solution." You want to explain that you have the solution to "X" as soon as possible to your visitors. This can generally be done in the form of a Headline or graphic that is above the fold.

So can you spot it on that page?

Let's try to get in the mind of a visitor.

A Woot.com visitor is looking for a great deal on electronics. Thus the ad is "Find more DEALS @ Tiger." Now the visitor reaches a page that say, "Welcome W00t Members!"

Even though this doesn't directly say, "You're going to get a great deal," it emphasizes the feeling of exclusivity. Since the Ad has already explained that we're going to get a deal, the need for it to be said again, isn't needed.

Think about if this page was just a generic page that was "Specials." This page was accessible by anyone on the site. I'd be willing to say that the conversions of the page would be much less even though I have no actual figures to go off of.

Many times we get into the habit of throwing keyword after keyword into adgroups with the same ads. Using the same principal you saw above, you need to instantly reassure the user that they are indeed going to get exactly what they were looking for.

And this, my friends, is exactly why you shouldn't have massive groups of keywords unless they're all answering one "question."

Doing so will increase conversions, profit, quality score, and overall happiness in life.