Some key points to consider, Minniear mentions:
- You only have a few seconds, once a visitor arrives on your landing page, to convince them to stay and make a purchase or any desired action
- Create different landing pages for each and every ad and search term. Customize their experience. Customized landing pages are important for PPC advertising in creating consistency and flow from keyword to ad to landing page. Congruency is of major importance.
- Don't include a navigation bar on your landing pages. Don't promote other products on your landing pages. Help the customer stay focused on one thing.
- Product images are important. The bigger and more detailed they are, the better.
- Consider that people have fears about shopping on line. Take the effort to decrease those fears and increase their confidence regarding purchasing from you.
- Don't cram too much information on your landing page. Keep the font size at a reasonably readable size. Don't overwhelm people with too much information or a messy layout.
- Offer a newsletter, but make the signup process simple. Include e-mail privacy information so people aren't scared to give you their email
Those are just a few things covered in the article. It covers a good core of tactics to use when optimizing landing pages for PPC.
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