Every good PPC marketer knows that you need to think like a customer to build successful landing pages. This can be difficult at times, since we’re all biased by the knowledge of our own products. You tend to get so involved in your own business, that it can be hard to see your product pages with new eyes.
But, thinking like a customer can be easier than you think. If you have a pay per click marketing account, chances are you’re pretty familiar with the internet. You might have even done some competitive analysis on some of your rival’s pages. So I’m going to tell you a little secret that will help you think like a customer. Here it is:
You are a customer.
That’s right. You’ve bought things online. You’ve submitted a lead form. You may have even subscribed to a newsletter, got some instant quotes on car insurance, or signed up for some kind of software service. You’ve been there. You’ve done that. So why should it be so hard to optimize your own pages?
If you’ve done all this stuff online, then you’ve probably come across something that really pissed you off. An overly-long form, annoying popups, or auto-play music and video on a landing page. So don’t do that. Learn from the mistakes of others. Go through your landing pages and your sales/signup process and find the points that really piss you off. Then stop doing those things. People generally don’t like being pissed off when they’re going through a process on a website. If it annoys you, it’s going to annoy your customer. If it annoys your customer, then it’s going to cost you revenue.