This landing page was used in a campaign for capturing the data of interested people. Before the landing page was optimized, the leads captured were very low and the cost per lead was getting too high, that we got to know the conversion data, the CTR was amazingly good at 12% but CPL was very high almost 3 times of the industry standard.

That’s when we were approached by the company to look into the ads and improve it, being a Google and Meta Agency Partner, we took on this work.

Most of the things were good, there were some minor changes were there in ad copy and keywords but when we saw the landing page, we found many drawbacks;

1. The page was not looking great at all, using the heat map tool, we saw people hovering on important places on the landing page
2. The page was taking a lot of time to load
3. Information on the page was not visible at first look
4. Page style was not in sync with brand identity
5. The page was taking a lot of time to load, mostly due to heavy non-optimized images
6. The most important part was the persuasive content on the page was not there.

Now must be thinking

What is the landing, Page?

Landing pages a very important pages, which are created to capture the data of interested visitors or make online sales about a specific product category or product, which is used to market in the ad copy.

So, from the Google ads perspective, a landing page is an important [part of completing the three important things.

Keywords-> Ad Copy-> Landing page Copy

These 3 things should be in sync when doing the ads for the performance marketing.

There is another Common Question people ask about landing pages.

Can the Home page be called a landing page?

Yes, if you are using the homepage link in the ad, then visitors will land on this page, so technically it’s a landing page. But it might not be a great decision to make your home page a landing page.

A landing Should not have any distractions and as mentioned above the keywords used in ad targeting, should be in sync with the ad copy the keywords should be promptly visible on the landing page and the content on the landing page should exclusively give info related to that keyword.

YOU should never assume, that by showing visitors everything on the home page, they might end up buying anything on the page or take any specific action.

A good Landing page should have some of these very important points for getting great conversions.