The time has finally come. You’ve poured your blood, sweat, and tears into your most recent content piece, and it’s ready to be packaged up and sent to the client to be pushed live. After a few final checks and only…
Why are they leaving?
One of the most important aspects of campaign management is optimization. As a search marketing or pay per click campaign manager part of the job is consistently making tweaks to keywords, ad copy, and yes landing pages in order to improve campaign performance.
You can decrease CPCs, improve quality scores and engage users, but if they bounce before converting all your efforts are wasted.
If you have what you believe is a fully optimized landing page (fast load times, keyword and quality rich ad copy, lead gen form above the fold, etc.) with poor performance you can test visitor interaction with a heatmapping tool.
A heatmap is a graphical overlay of your website which uses different colors to describe what content is “hot” and not on your page. Heatmap technology typically tracks where a visitor clicks, but more advanced versions can track eye and scroll movements.
Heatmaps are relatively inexpensive, and easy to install. There are free trials and free versions which you can use to gain powerful insights about your site visitors.
What Heatmaps Teach Us
Heatmaps give users a glimpse into the minds of site users. Where users click can be especially significant if you have ads or a lead gen form on your page. It’s important to know if users are clicking away to your main site, or missing ads due to placement.
With this knowledge you can gain insight into the performance of everything from the color of your site, content and ad placement, page copy, outbound and inbound links.
Crazy Egg is a popular heat mapping tool, because it’s easy to use and inexpensive. The company provides a free 60 day trial. After the initial trial period plan pricing starts at just $9 a month for up to 10 pages. To install Crazy Egg heatmap tracking, you simply copy the code provided into your site HTML. Instructions are provided. Once installed you can use the platform to test the code, and get confirmation that tracking is live.
Mouseflow claims to be the #1 heatmap and session replay tool on the market. What makes Mouseflow unique is you can actually view recordings of your visitors interacting with your site. This can prove valuable when users aren’t clicking on your pages. You can see what they scroll over, what they avoid, and what causes them to bounce without converting. Mouseflow offers a free plan for 100 recorded sessions of 1 domain. They also offer a 30 day money back guarantee for their paid plans. Paid plans start at $19 a month.
Ptengine provides analytics for both heat and scroll maps. Unlike other heatmaps, Ptengine allows the user to differentiate between interactive and non-interactive elements of a site. With this tool you can gain insights into clicks on buttons, images, videos, drop down menus and more. With the Scroll Reach Map you can determine the percentage of visitors scrolling to specific sections of your page, and get insights into why your visitors are leaving once they land. There is a free trial for up to 20,000 page views a month for 1 domain. Plan pricing starts at $39 a month for 50,000 page views and up to 20 domains.
Landing page optimization is not voluntary it’s vital to the success of your organic and paid campaigns. Contact I Dream of SEO today to learn more about our landing page and website services or to inquire about paid campaign management.
What’s Wrong With My Landing Page?
“Your landing page is amazing, it’s perfect in every way. There’s nothing you need to change about your pay per click landing page,” is something no SEM expert said (or should say) ever.
Hi, I’m your pay per click advertiser and I’m here to aggravate you all the way to the bank.
I’ve managed pay per click marketing campaigns for small to large businesses in verticals ranging from finance to arboriculture. I won’t say I’ve seen it all, but I’ve seen a lot of it. I know a little bit about what it takes to create a winning landing page, and it might not be (and probably isn’t) what you’re currently using.
Why you messing with my landing page?
When you hand over the PPC reigns to a professional it must come with trust. You must trust that we know what we’re doing and that we have your best interest at heart. After all, you’re not very likely to renew with us if we can’t expand your reach and increase your ROI.
Yet, we often see push back when it comes to editing your landing page. Your landing page is the page your customers land on when they click on a pay per click ad. It can be a page of your website, or a page specifically designed for a pay per click campaign.
The first thing we suggest is creating a separate landing page for your marketing campaigns, with no-follow URLs so we keep your search engine optimization chugging along without hiccups from PPC traffic.
Besides keeping your SEO happy, custom landing pages help you achieve your PPC goals. A winning landing page is:
- Easy to navigate
- Provides useful relevant information
- Keeps it simple
- Has few external links
- Is SIMPLE
- Has FEW external links
See where I’m going with this?
The Fewer Links the Better
You’re paying for clicks to your website, why provide the visitor with ways to click away? Imagine throwing money out the window. Not something you’re interested in? Keep links to a minimum on your landing page.
Keep Your Landing Page Simple
If your store offers a variety of products, it’s best to create product groups and then design a page around these groupings. This way we can create a custom ad group for this product type and send visitors to a page where they can shop for exactly what they’re looking for. If you have a sports equipment business for example, you could group your landing pages by product types. You could have one page for camping equipment, one for water sports, etc.
By keeping navigation and your page simple, you improve user experience and make it easier for visitors to turn into customers. Make it easy for your visitors to make a purchase by making the path to the shopping cart quick and easy.
As your PPC experts, I Dream of SEO can help you design a winning landing page. We’ll optimize your existing landing pages, or create brand new ones for you. We work to create campaigns optimized for your landing pages, to increase conversions and help you achieve a high ROI.
Contact us today for a free landing page audit and Pay Per Click management quote.