What is landing page experience?
Landing page experience is defined as the connection between your ads and landing page.
To determine this experience, the AdWords platform utilizes both automated systems and human evaluation.
Based on this analysis, your landing page experience can impact critical factors like your ad rank, CPC and ad positions.
For instance, if your post-click landing page is not designed well, runs slowly or does not connect well with your users, it can lead to your ads not showing as much as you would hope or perhaps not showing at all.
To see profitable results in your ad placement and rank, as well as your CPC, you need to align your landing page experience with your users' expectations.
15 Ways To Improve Landing Page Experience
Implementing this checklist will help you improve your landing page's experience. More of your website's visitors will convert into paying customers once you implement this 15-step checklist.
1. Improve page speed
One of the most critical ways to improve your Google Ads' landing page experience involves improving the speed at which your page loads.
Research shows that pages that take more than three seconds to load have 32 percent higher bounce rates. Slow loading speeds also negatively impact your page's conversion rates.
With that, you can find out how fast your page loads by using resources like Google's PageSpeed Insights. You should also prioritize fixing some of the most common challenges that lead to slow loading landing pages, such as:
- Javascript issues
- Excessive flash sizes
- Large media files
- Unoptimized images
- Poor caching methods
- Poor caching methods
- Excessive HTTP requests
- Failing to utilize gZIP compression
- Bulky codes
- Not using a content delivery network service
- Excessive plugins
In addition to addressing these common loading issues, you should also make use of online resources that help you design faster loading pages.
By designing a landing page that loads faster and easier for users, you can decrease your bounce rates, enhance users' engagement with your page and increase advertisement conversions.
2. Make your website mobile-optimized
To enhance your landing page experience, it is not simply enough to make it mobile-friendly. You must optimize it expressly for mobile users if you want to decrease bounce rates and increase conversions.
In fact, evidence shows that mobile ad spending will top more than $400 billion by 2023, which by then will represent more 80 percent of all global mobile ad spend. When you want your landing page to connect better with your ads and target audience, you need to optimize it for mobile users.
You can make your landing page mobile-optimized by:
- Making sure your landing page copy is concise and easy to read
- Introducing click-to-call buttons on it
- Removing any clutter from your landing page
- Adding sticky CTA buttons on your landing page
These measures meet the recommendations that Google encourages landing page owners to use to enhance mobile optimization.
They also satisfy some of the initiatives that Google now uses, such as mobile-first indexing, accelerated mobile pages and responsive ads, to ensure advertisers take mobile optimization seriously.
3. Personalize your page for different audience segments
You also need to personalize your landing page to satisfy different segments of your audience. To accomplish this, you must strive to make your ads correspond with your post-click landing pages.
In fact, you want each element of your page to ensure your users that they are in the right place and also that the offer for which they are looking is only one click way.
The ad-to-page personalization that you use will give your users the most original and meaningful experience in your campaign, starting with the ad itself to your post-click landing page.
Even more, successful ad-to-page personalization increases your boost relevance and lends into your overall good quality score. It lends to important factors like:
- Good brand impression
- Lower cost-per-click
- Lower cost per acquisition
- Increased ROAS
Making your content on each landing page relevant satisfies your users' unique behaviors, as well as their motivations for visiting your landing page in the first place.
4. Make your page relevant to the ad
Another important way to improve your landing page experience involves making your page relevant to your ad. You need your post-click page to landing page to be an extension of your ad, in fact.
You must strive to ensure that the content that you use is both relevant and matches the messages between your users' pre- and post-click experiences on your landing page.
More specifically, you need to make sure that you direct them to a dedicated landing page if they click on an ad for a specific product or offer.
You do not want to use a generic post-click product page or a page that is full of a variety of options rather than the one for which they purposely clicked on the ad. Generic pages or pages full of options can actually prevent users from finding what they want and dissuade them from obtaining what they initially wanted from your page.
You also need to maintain the same messages from your ads to your post-click landing pages. You should ensure that you specifically message-match your:
- User headlines
- Copy
- Intent
- Brand imagery
By ensuring these aspects of your landing page, you help create relevance for your users and increase your landing page's conversion rates.
5. Make your website's navigation easy to use
Easy navigation is another aspect of improving your landing page experience for users.
You can give your users what they want by making your website easier for them to navigate and provide a way for them to control their options on your page better.
To start, you can make your landing page easier to navigate by using bullet points or lists.
Bullet points and lists enhance your page's organization and improves overall user experience, especially for people who are using mobile devices to access it.
You should also get straight to the point to enhance your site's navigation.
By getting straight to the point, you give your customers what they are looking for right away and minimize the chances that they will grow frustrated and leave your website quickly.
Likewise, you should make your page's call-to-action buttons large. Making your CTA buttons large and visible will help users find them quickly and be more likely to utilize them.
Finally, make sure your page and its content is easy to share. Put your social media buttons at the top of your page and ensure that any images or videos on your landing page can be shared easily.
6. Assist potential customers with proactive live video chat
You can also improve your landing page experience by proactively assisting them with live video chat.
Live video chat makes it very easy to talk to the people who are using your website. Your potential customers will be shocked when they see you show up on their screen, ready to help them.
Live video chat also gives you a way to answer your users' questions face-to-face, and it provides you with an easy way to convert traffic into leads.
It gives you the opportunity to provide more details about ad offers and encourages users to follow through in obtaining what they visited your landing page for in the first place.
Sign up for ServiceBell today, and start assisting potential customers directly on your website when they need you the most.
7. Add contact information on your website
Improving your landing page experience also calls for you to add contact information to your website.
The contact information on your website serves a number of important purposes. The foremost, arguably, is allowing you to answer your users' questions and address their concerns in a convenient and ready manner.
However, contact information on your website also allows you to welcome user-submitted content and generate an email marketing list. It also allows you to get more leads for your business.
To add contact information on your website, you can start by clicking on Pages in the Home menu. You then should click on the + icon in the menu and select Page Layouts.
Next, click on Contact and select Layout Option. Add a title the page and then click on Edit to open the Page Editor. Finally, click on the pencil icon to replace the placeholder content with your own.
You should ensure that the contact information on your website remains updated, particularly if you change your email or phone number for your business. You should also place it in an area on your website where users will be able to find and access it easily.
8. Have a link to your privacy policy on your website
The landing page experience that users have on your website is influenced in part by your privacy policy.
A link to your company's privacy policy is an important element that you should include on your website. It serves a vital role in how you connect with your website users and how they connect to the content and ads on your landing pages.
To start, a well-designed privacy policy should outline your company's views. It should also give details on what information that you gather from people who visit and engage with your website.
Even more, your privacy policy is technically a legal document and should be designed as such.
You should make every effort to make this part of your website easy for users to understand and also ensure its accuracy. You should avoid hiding or obscuring clauses in it that your users need to know when visiting and engaging with your website.
Specifically, your privacy policy should contain sections for:
- Company or website information
- Information about your website collects from users
- The method that you use to collect user information
- How that information is stored and utilized
- How users can contact your company
The link to your privacy policy should be clearly highlighted and placed in an easy-to-find location in your content.
9. Show Testimonials and Customer Badges on Your Page
When you include testimonials from customers and display customer badges, you can improve the landing page experience for your website. In fact, both of these tactics builds credibility for your business.
They serve as a sort of referral from verified customers to your overall targeted audience about the products or services that you make available on your website.
There are two types of testimonials that you can include on your site: User-generated and solicited. User-generated is testimonials from customers who posts on blog articles or your social media accounts about how much they like your products or services.
Solicited testimonials are those that solicit or request from customers directly. Both forms are powerful and can significantly improve your landing page experience.
You can determine where to place them on your website by tracking visitors' use of your website. For example, you can run A/B tests on specific pages, check user behavior reports and decide what placements encourage the highest conversion rates.
10. Add a clear, contrasting CTA button to your page
A clear, contrasting call-to-action (CTA) button can also enhance your website's landing page experience.
A clearly marked CTA button serves an important purpose. It primarily motivates users on your website to complete an action like downloading content or buying a product or service from you. It needs to be interesting and visually appealing to catch the eyes of every user.
Some of the wording that you can use to label your CTA button include “click to download,” “submit” or “contact us.” You should be creative in how you label it and tailor it to the experience that you want users to have when they are on your website.
You should also incorporate four important elements when designing your CTA button:
- Use action-oriented second-person verbs like “discover” or “request”
- Provide clear value proposition of using the CTA button like “free download”
- Create a sense of urgency with words like “hurry” or “today”
- Ensure consistency between your CTA button and landing page
Make sure the transition from using your CTA button to your landing page is smooth and directs your users to the offer they want.
11. Remove anything on your website that doesn't add value
Old and useless content can negatively impact landing page experience. By getting rid of any content that does not lend to your website's value, you can improve not only this experience but build on or maintain your website's credibility, increase ad placement and eliminate disjointing between users, your landing page and your site's ads.
To help you identify content that you no longer need, you should perform a regular audit of your website. Ask yourself if your content hurts or helps your website and if it is as updated or relevant as it should be. You can also revise or consolidate content that you would prefer to keep to make it more beneficial to your website.
Finally, determine what content to keep and what content to get rid of by gauging user engagement with your website. Keep the content that generates the highest conversion and eliminate content that is not useful to users.
12. Ensure your page's content is original and engaging
On the same token, you should make sure that all of the content on your landing page is original and engaging.
It is imperative that you avoid using plagiarized or stolen content. You could face legal challenges if you use content that belongs to someone else and failed to obtain the creator or owner's permission.
You can make sure any content that you use is not stolen or plagiarized by running it through a program like Copyscape. If the content exists on another website, the program will alert you so you can avoid using it on your own website.
By making sure that your content is original and engaging, you improve your landing page experience. You build authenticity and trustworthiness in your brand and website.
You can also increase your page rankings and, in turn, your ad placements. All of this can generate more traffic, maintain or increase conversion rates and generate more revenue for your business.
13. Explain your unique value proposition (UPV) on your page
Your landing page's Unique Value Proposition, or UPV, can also lend to its overall quality and experience.
The UPV for your landing page essentially is the promise of value that you will deliver to your users. It should be placed front and center on your landing page where users can readily see and read it.
Its primary purpose should explain why users should engage further with your landing page and follow through with a transaction, such as purchasing a product or signing up for a newsletter, rather than hit the back button.
It should be comprised of:
- A headline that mentions the product, service or customer
- A sub-headline that offers a specific explanation
- At least three bullet points that list key features
- Visuals or images
It is vital that you test and revise your UPV as needed to target your audience and encourage the highest conversion.
It needs to be relevant to your landing page users, offer a quantified value or results and explain why users should engage your landing page or website over those of your competition.
14. Gear your language toward your audience
When you design your landing page, you should also gear its language toward your targeted audience.
Part of gearing the language toward your customers involves placing keywords strategically in the landing page's content.
Strategic keyword placement where users will encounter them can encourage higher conversion rates and build trust in your brand, as well as your products and services.
Audience-geared language can also play to users' emotions and make them feel more confident about their decision to follow through with a transaction on your landing page. They may be more prone to visiting your website and its landing pages again in the future.
15. Use ad groups to narrow your focus
Finally, you should use ad groups to narrow your focus on your landing page. Ad groups contain one more ads that all share the same or similar targets.
They are an effective way to generate more traffic. They also help lower the costs of operating your website and are beneficial in boosting conversion rates.
They can be an important part of enhancing your overall landing page experience.
Frequently Asked Questions
What makes a good landing page experience?
A number of factors lend to a good landing page experience. These include using relevant content, adding a call-to-action button, using ad groups and making your website easy to navigate.
Why is my landing page experience below average?
Your landing page experience can be below average because of outdated or irrelevant content found on it, disjointing headlines that do not connect users to your ads or slow page speeds, among other reasons.
You also may need to add customer testimonials and badges or revise your Unique Value Proposition to appeal more to users.
How do I improve my landing page quality score on Google Ads?
You can improve your landing page quality score on Google Ads by:
- Researching and revising your keywords
- Using ads that are more relevant to your keywords
- Deleting or revising content that does not add value and reviewing metrics for conversion rates and site engagement.