Yes, the landing page does matter. It plays a vital role for any Pay Per Click or PPC campaign’s success. Attracting users/traffic is an easy and to convert them into potential customer/consumer one have to play trick. After all the tough work you have done, preparing relevant keyword list, creating eye catching ads, added negatives to sort out irrelevant search & being very specific creating the account structure though not getting desired conversions.
To do that your landing page must persuade users to stay totally depending upon your desired goals.
So, go and have a thorough look at your landing page, and make a note keeping the below listed things in mind -
- Does your landing page contains the information user is looking for?
- Does your landing page tells what are you selling?
- Does it shows the image of the product you are selling on your landing page?
- If your site is lead generating, does the form used on the landing page is precise?
I am sure if you make your landing page focused, user friendly & according to your defined conversions, it will surely gonna work.
A case study from my personal experience -
For an xyz website, which deals in rental apartments in some metropolitan city in USA, I was using a landing page having form with 10 fields. The Conversion Rate during the period was 12% – 14%.
I was actually not satisfied with the results, then I shortened the form to 7 essential steps and few changes in the color scheme of the site and I was surprised to see the results.
You will not believe that the conversion rate drastically moved up to 20% with the same set of keywords and ads, though due to some slight changes on the website which really worked.
