These rules apply across the online board when coming from email or social media to your website
- Take your reader to a page they would expect to see based on the context of the link. If you don’t have a page to take them to then build one or change the message.
- Keep the path to checkout as short and as simple as possible. The longer the path (the more clicks and questions) the less likely user is to complete.
- Tell a continuous story so that the user is compelled to move forward. A good story answers questions in a timely fashion, keeps the user engaged and minimises resistance to the final call to action.
- Lastly do not be tempted to distract the user with other messages and actions – keep your landing page focused.
Researchers are discovering that smaller type encourages people to read the words where as larger type promotes scanning.
This was especially the case when we looked at headline size on homepages. Larger headlines encouraged scanning more than smaller ones – an appropriate balance is important.
Users tend to view both the headline and blurb when the headline was bold and the same size as blurb text and immediately preceded the blurb on the same line.
With a headline larger than the blurb and on a separate line, people tended to view the headlines and skip the blurbs; they scanned the headlines throughout the page more than the group that looked at the smaller headlines. If the headline is larger than the blurb text people appear to decide that viewing the headline is sufficient and they skip the blurb.
Underlined headlines also discourages users from viewing blurbs on the homepage visual breaks — like a line or rule — discouraged people from looking at the blurb below the break.
There are ways you can make the most of your budget on Adwords with minimal affect conversions.
Tip 1 – Content Network
Switch off content network. Adwords are shown not only in searches, but also across the Content Network (i.e those sites that use Google ads) as well. Content network traffic is renowned for poor conversions and too many click thrus. You can save money by simply switching it off. You might want to look at the other channels as well
Tip 2 – Negative Keywords
Make the most of negative keywords. Many people don’t realise that their ads are showing up for all sorts of searches that aren’t even related to their products or services. The obvious one is the use of “Free”. If your service is not free then you are not interested in people searching for “Free” items relating to your ad. Keep a close eye on how your ads are working and spot negative words as you find them. You can do this by running
Tip 3 – Quality Score
Google looks at the page your ad is going to (your landing page) and assigns it a Quality Score. The lower your score the more you will pay per click. So optimise your landing pages – best of all write a special page for the ad this should increase conversions anyway. Y should be able to lower your cost per click and increase your position without spending more.
There is a Google Relevance tool that will tell you how your landing page works for specific keywords
If you would like a free no obligation appraisal of your Adword Campaign please get in touch?