5 Landing Page Lessons from Top PPC Advertisers To Help You Crush the Competition

by 9 06/13/2013

If you’re paying for AdWords clicks in competitive markets, you gotta have you’re act together. And, that doesn’t just mean optimizing your keywords, ad copy, targeting, etc. in AdWords. It means having a landing page that converts at a level that leaves your competitors in the dust.

So when you see advertisers consistently bidding for the top spots in competitive markets in AdWords, it’s a good bet their landing pages are conversion superstars.

Here are 5 superstar landing pages from top AdWords advertisers in highly competitive markets and the lessons we can learn from them…

DietPillUniverse.com

diet pill universe

This Landing Page for DietPillUniverse.com isn’t selling diet pills. It’s selling a personalized solution that’ll help you find “Your Perfect Diet Pill.”

We all believe we’re different. And we don’t want a one-size-fits-all solution. We want one that’s personalized to our own unique set of wants, needs and desires.

And, in many markets, the more your prospect feels they’re getting a solution that’s customized just for them, the more likely they are to do business with you.

A great way to deliver that personalized information (or at least the perception of it) is by inserting a questionnaire like the one on this DietPillUniverse.com landing page into the conversion funnel.

Besides promising customized results, there are a few other things to note here.

First, the questionnaire creates curiosity. I mean, if you’re in the market for a diet pill, don’t you wanna see which pill is the perfect one for you?!

Second, it gets prospects engaged and invested in the process. The first click is often the hardest one to get a prospect to take. Using a questionnaire like this can overcome the Click Inertia many Internet users have and smooth the way for the clicks to follow.

And notice how this landing page is selling the quiz…

…They tout the 97.3% Success Rate (being highly specific like that helps boost the credibility of your message)…

…They tout that you only have to answer 7 “quick” questions to let visitors know it’s quick and easy to get their results…

…And they tout “No Contact Info Required” to reduce the fear many visitors may have that they’re going to get spammed.

Sometimes your landing page shouldn’t be selling the ultimate product or service you’re selling…it should be selling the first click.

Lesson #1: Make your prospects feel special and that they’re getting a solution that’s custom tailored for them.

Lesson #2: Sometimes your landing page shouldn’t be selling your product or service, but selling the first click.

ClearPoint

clearpoint

The lesson on this Clearpoint landing page is the video (below).

The video is only a little over a minute long…but it packs an emotional whallop (and does it in a way that’s not obnoxious or over the top).

It gets into the heads of people who are struggling with debt. The woman in the video talks about the overwhelming feeling of debt…how the stress of debt keeps you up at night…how you have to borrow  money from family or friends (and feel like you have to start avoiding them because you own them money).

It effectively taps into the emotional realities of their prospects and skillfully leads them to the realization they can’t handle the situation on their own and need help.

From there, the video segues into the idea that picking up the phone is the hardest step. But once you do that, you’ll find it’s a much easier process and you can get the help you need.

This is a very subtle, but effective call to action to get prospects to contact Clearpoint.

Watch the video now, and you’ll see what I mean.

Lesson: Most of your competitors have dry, boring marketing messaging. So get emotional! Get into the heads of your customers. Tap into their emotions so that they feel you truly “get” them.  Establish that connection and you’ll stand out from the competition and get more conversions.

Get more ideas for video marketing here.

Bookit.com

bookit

You want to give people a reason to take advantage of your offer NOW. Because once they leave your landing page, most of them ain’t coming back.

Knowing this, many marketers include some scarcity or time crunch to get their prospects to act immediately.

Bookit.com adds a unique twist on this strategy. They’re offering a “99-Hour Best Sellers Sale.” And what you can’t see in this screenshot is that they have a time counter actively counting down the time until the sale ends.

Two main things I like about this.

First, it creates an extra sense of tension and urgency. It’s not just that the sale ends this Friday at midnight. But by using the time counter, you can SEE the seconds ticking away before your eyes.

Second, it creates movement on the page which immediately draws the eyes to it. Now, movement can be a dangerous thing. You have to be careful not to overdo it and/or have movement that distracts people from what you want them to be focusing on. But, in this case, I think they use the movement very effectively to draw people’s attention to the sale.

Lesson: Give people a reason to ACT NOW. And using a mechanism like a Time Counter makes people FEEL that time slipping away and create that extra urgency needed to get the conversion.

Bills.com

bills dot com

No features or benefits. No copy or video about how great Bills.com is. No testimonials, stats, videos, etc.

This landing page from Bills.com gets straight down to business by asking “How much to you owe?” And they use empty space, font size, and background coloring so your eyes immediately gravitate toward the one action they want you to take on this page…answering that question.

Now they don’t sell the call-to-action (filling out the questionnaire) like DietPillUniverse did. But, they don’t have any links, offers (other than their phone number), etc., that could distract visitors like the DietPillUniverse landing page. (Not saying one way is better than the other here…you’ll have to do your own tests to see which works best for you.)

Once you start this questionnaire and answer all the questions, you end up on this page…

bills dot com 2

Most companies have a form like this right on their landing page. But Bills.com does something clever here. They hold off on the form. Their very simple landing page is all about getting people to commit to answering the questions in the questionnaire first.

Then, once they’re committed to the process, they’re more likely to provide a name, email address and phone number.

They took the time to answer the questions. They want to see the results.

Lesson: If you want to get people to fill out a form, that form doesn’t have to be on your landing page. If you put a “barrier” between the landing page and the form that gets people to commit to a process, you can end up capturing a lot more email addresses along the way.

AdRoll

adroll

This AdRoll landing page (which, by the way, is also their home page) covers the highlights of what AdRoll does in a clear, easy to digest format.

You know what they do…Retargeting.

You know what they help you do…Get More Customers.

You know what they want you to do…Start Your Free Trial.

All this is laid out very clearly above the fold of this landing page.

But what I really like about the AdRoll site is the layers of proof they have built into it. In a world where prospects are more than a little skeptical about the claims made by advertisers, proving the claims you make on your website is vitally important.

And AdRoll starts the proof parade off at the very top of this page with the Inc. 500 logo letting people know that they were named the #1 advertising company by Inc. Magazine. That’s instant credibility.

Then their main headline makes the claim “#1 Retargeting Platform.” Now, anyone can claim to be #1 in some way, but they back that claim up with lines like “trusted by more companies than anyone else” and “5,000 brands choose AdRoll for retargeting.”

They also use logos effectively on this page to provide even more proof. They use the logos of the companies they partner with like Google, Facebook and other big players in online advertising. They also use the logos of their customers, which include well known companies like SEOMoz, Hootsuite, Nestle and others.

Lesson: It’s not what you say about yourself, it’s what others say about you. If you make big claims on your website, back them up with lots of proof!

There you have it!

These four landing pages are great examples of the follow-through necessary to get great results from your PPC campaigns. Sure, the ads need to be optimized and well-written. But if your landing page falls short, you still won’t get the desired results.

Do you have anything to add? What are your favorite techniques for getting people to commit?

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About 

Adam Kreitman coaches business owners on how to make their websites more compelling to their prospects.. and to Google. He owns Words That Click, a firm specializing in Conversion Optimization and managing Google AdWords campaigns for small businesses.Follow him on Google+

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9 COMMENTS

Janie Mclean

The job of an effective landing page: convert your prospects; pull them down the sales funnel.

June 14, 2013 Reply

california web design

The landing page is one of the most significant pages of your website. When you keep your landing page simple, it is easier for the user to know how to navigate and where to go. They can also stay more focused. By offering short paragraphs and bullet points, you can offer straight to the point information.

June 18, 2013 Reply

Zealousweb

Hi there. Really a great post. Great tips and examples for landing pages. Very nice presentation. But PPC is not a great idea to make your landing page better. There are many other tricks to optimize your landing page properly. Thanks for sharing it.

June 21, 2013 Reply

Abraham R. Watkins

The problem is actually not being impatient for an action. Rather, it is being impatient for a big action. For joining or signing up or paying or talking to a salesperson or whatever the case may be. Because actually, prospects are impatient too! They don’t want to read lots of copy, or have to put in a lot of effort. They want things quickly, they want things easily, and of course they want things cheaply. But this doesn’t translate into landing pages being able to ask for big actions right up front.

June 24, 2013 Reply

SImon B

I wonder if Google analyzes Youtube video’s that are embedded in landing pages? Like if the video’s stats (Views, Likes/Dislikes), matter?

March 14, 2014 Reply

Viktor Iwan

Should we create specific landing page ? or we can start from current/existing page ?

June 5, 2014 Reply

    Kathryn Aragon

    Viktor, you can do it either way. Keep in mind, though, that the ad and landing page need to have the same or similar messaging so it doesn’t confuse people. If you’re tying an ad to a current page, you may need to tweak the headline and/or lead to make sure the page aligns with your ad.

    June 5, 2014 Reply

Jimmy

Adwords people told me email harvesting is against Adwords Policies. They said I had to remove the text box

June 16, 2014 Reply

    Neil Patel

    Jimmy, you should definitely tread carefully in adwords territory…

    June 17, 2014 Reply


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