In my opinion, the landing page is the most crucial part of any pay per click marketing campaign. Ads and keywords can drive traffic to your site, but it’s your landing page that actually causes a potential customer to convert. But what makes a “good” landing page that will get you lots of conversions? Put simply, a high converting landing page will successfully build trust with your customer – they want to make sure that they’re getting what was advertised, and you’re not going to steal their money or identity.
There are three easy ways to build trust on a PPC landing page:
- Add A Phone Number – despite the ubiquity of e-commerce, some people are still reluctant to hand over their credit card information to a strange new web store or service. Adding a phone number subtly assures your customers that your organization has a physical presence. Sure, just about anyone can get a phone number through Google Voice or any number of other VoIP providers (all the more reason to get one for your business!). However, adding a phone number is just reassuring on a subconscious level. Your customers may never use it, but they’ll be glad it’s there.
- Testimonials – word of mouth is probably the most effective form of marketing. When people are considering a purchase, most times they’ll consult their friends, family, and acquaintances of the wisdom of their decision. Obviously, you can’t get feedback from everybody’s friends, but you can pick out a few enthusiastic customers and post their quotes on the website. Go fishing for happy customers by offering discount codes/coupons for honest reviews. Don’t make these up – most people can sense a fake review when they read them, and posting phony reviews on your site could do more harm than good. An honest, positive review will reassure people that real people are getting your product and enjoying it.
- Good Web Design – this one is often overlooked. Just because you buy a canned e-commerce page template doesn’t mean that it will look good for what you have to offer. Customers are much more likely to buy from a page with a slick interface, easy navigation, and clean design rather than a page that looks like it was made by a teenager with a MySpace template. Step back from your current page for a second and ask yourself, “would I feel comfortable giving these guys my credit card number?” Investing in a few hours of solid web design work from an experienced freelancer will do wonders for a webpage – sometimes you just have to trust the experts instead of doing it yourself.
Any other ideas for building trustworthy landing pages? Let’s hear them in the comments…