Testing Search Ad Landing Pages to improve Conversion Rate

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There are new ways to measure the success of landing pages to increase conversion rates and get more leads or sales for your Google Adwords Campaigns. The ultimate goal is to get more sales and to decrease your cost per sale or lead.

The first thing to do is to determine the "Call to Action" on your ad landing page (this is the page that your ad takes web visitors to). The Call to action should be relevant to the ad copy, so that visitors find what they are looking for based on the keyword or key phrase that they use. In addition the call to action should be near the top of the web page or at least above the fold so that visitors do not need to scroll down the page. Other page variations include:

• Images
• Copy or text on the page
• Page color in background or text color
• The offer or incentive (Starbucks Card vs. Gas Card)

Now the good news, it is now easier than ever to track what pages perform the best.  Google offers a free website testing and optimization tool called Website Optimizer. It allows you to increase the value of your existing websites and traffic without spending a cent. Using Website Optimizer to test and optimize site content and design, you can quickly and easily increase revenue and ROI.

With Google Website Optimizer you can:

•  Increase website conversion rates
•  Decrease visitor bounce rates
•  Increase time spent on your site
•  Increase visitor satisfaction
•  Eliminate guesswork from site design

The numbers will tell you what landing pages are performing better and allow you to get the most from your Search Engine Advertising Campaigns. We have seen an increase of 5% to 20% in conversion rate depending on the campaign and call to action. Your results may vary but it is worth trying.