If you are still directing Pay-Per-Click traffic to your full website, your conversion rate may be suffering. With the introduction of streamlined, un-cluttered webpages with clear call to actions (called landing pages), some businesses are seeing higher conversion rates and lower bounce rates.
While a full webpage has its uses, landing pages are becoming more popular in paid search for both e-commerce and lead generation because they help to create a micro-environment in which the specific product or service that the potential customer seeks is presented to them already digested and simplified; requiring almost no additional action from them aside from either filling out a form or making a purchase.
The less steps required for the completion of a goal (whatever it may be), the better. Forms that contain a minimal amount of fields have a higher completion rate than forms that are longer and more detailed- thus generating more leads. With that same principal in mind, landing pages that present products with a simple purchasing mechanism can help to increase conversion rate.
Google is now taking landing pages into consideration when generating your Quality Score. A professionally conceptualized and designed landing page can boost your keyword Quality Score, in turn lowering your cost per click. When you combine a lower cost per click with a higher conversion rate, the benefits of landing pages start to add up.
There are some cardinal rules when it comes to landing pages. The most triumphant landing pages aim to simplify the goal completion process to boost the success rate, therefore it’s important that the page design be simple, non-distracting, have one clear goal or call to action, and be relevant to what the potential customer is looking for.