Any pay-per-click campaign ultimately depends on a landing page. Getting good placements at a good price, and drawing in the right focused traffic is hard, but getting users to stay might be even harder.
Landing pages need to established credibility instantly. This means the design aesthetics and the high priority copy (headlines, bullet points, etc) need to be targeted to your audience.
The design of the landing page involves the layout (functionality, usability, etc) but also the ’style’.
Are your users corporate folks? Teenagers? Retired old men?
The design of your page should be tailored to them. Depending on your audience, your site might be clean, modern with stylish graphics, or plain, informational, and institutionally ‘corporate’ in feeling.
The emotional response your visitors have is their first reaction, and that instant reaction is enough to win or lose them. Visitors can bounce from your site in a second, literally, so you need to catch their attention and identify with them that quickly.
Are you doing all you can?
Take a look at your landing pages and your target audiences, and do the math.
If you liked my post, feel free to subscribe to my rss feeds
