There are many different types of landing pages you can choose to use with a PPC campaign, with a recent article looking at some of the ways to optimize a click through landing page for PPC.
Another type of landing page that is commonly used in PPC comes with the lead capture page. This is a page that has some sort of form on it, text box, or some way for you to gain information from the web user. The main objective of this page is to gain information from the web user, and either use that information for other purposes (such as email marketing etc.) or to send the web user to a more contextualized and specific landing page. From doing this, the liklihood of a conversion increases greatly.
Taking this into consideration, here are three ways you can look to optimize a lead capture page in PPC.
Have a Call to Action for the Lead Capture
A lead capture page, depending on what information you want to obtain from the web user, can be seen as to be a little confusing. When this is the case, the best thing you can do is nudge the web user into doing what you want them to do.
Limit the Number of Lines to Fill In
As mentioned briefly above, the more data you request from the web user to fill out on the lead capture page, the less likely they are to fill out all the information. This is simply because of the amount of effort it would take the web user to do versus what do they get in return?
With this in mind, you have two different approaches to this:
- Offer an incentive for the web user if you want lots of information in return. This can range from a financial incentive, such as a discount, to free giveaways, competitions, prizes or access to extra information.
- Reduce the amount of information you are requesting from the web user – this means that you don’t have to worry about incentivising the web user, since they are putting out minimal effort as it is.
Both will affect your return of investment, to some extent. Through A/B testing, you will be able to deduce which one is the better tactic to go with on your lead capture page.
Reason why the Web User Should Fill in the Form
Once you have confirmed the incentive, if any, for the web user to fill out the form, tell them why it is something they should do – you won’t believe the number of lead capture pages I see in the ‘Analyse A Real PPC Campaign’ series, here on PPC.org, that have an incentive for web users to fill out the information, but don’t make clear just what it is.
Use the rule of three to entice web users. Use images that portray the benefits of if the web user fills in information.
Once you have gained the information, you will then have a ton of information to process and analyse, to learn even more about your audience as well.