If there’s one thing that’s important to know about your website visitors, it’s this: Handling each form of traffic differently is key to being effective at converting that traffic into sales. You can do this with designing different landing pages on Leadpages.
Remember: Differentiation is Key.
Of course, this is only relevant to you if your website is intended to drive revenue to your business. Otherwise, you probably don’t care.
But as long as your business depends on your website — especially if it’s the only source of revenue for your business — differentiation is the idea that your business needs to survive.
And today, we’ll talk about how to effectively handle traffic from your pay-per-click campaigns and your search engine optimization efforts, the differences between these two forms of traffic – and how to maximize conversion for each of them.
First of all, let’s look into the differences between those people who click ads in your pay-per-click campaigns and those finding your site on search engines.
These two different types of people are in two different buying modes when they have stumbled upon your website online.
Those who have clicked on a paid ad usually know exactly what they’re looking for. They have a limited attention span. They are going through a lot of different ads. This is important. These people are not willing to spend more than just a few seconds on finding out whether your landing page is what they’ve been looking for or not.
However, despite of the limited attention span, the PPC people are more likely to buy now because they often look for an immediate solution to their problem.
The PPC people tend to use longer keywords. This enables you to effectively classify them as personas of a certain type, build your sales message according to their type of persona, and make it easy for them to understand within just a few seconds why they need to take action.
In contrast, those finding your website through non-paid search results are usually in a research mode. They tend to use more generic keywords, and are willing to spend more time before they decide if your website is right for them or not. They are more likely to explore the different pages on your site, or come back later.
In order to effectively connect the buying mode in which your website visitor is with your offer, it’s crucial to create appropriate experience for them.
A PPC landing page should immediately deliver what the visitor wants. It should be crystal clear, and work quick (that includes the loading time, too).
Landing pages intended for non-paid search results tend to be more content heavy. That’s because, first of all, search engines rank content-rich pages higher, and second of all, those people who click on non-paid search results respond to content-rich pages better.
One thing to keep in mind is that you don’t want to put all of your keywords on one page. Instead, you want to break them down into niche keywords, and create separate landing pages for separate niches. So that the visitor can land on a page that is specifically connected with what they’ve been looking for.
PPC Landing Pages
• Shorter pages
• Less content
• Less graphics
• Unlikely to have navigation
• Shorter video
• Should load quick
SEO Landing Pages
• Longer pages
• More content
• More graphics
• Likely to have navigation
• Longer video
• May take longer to load
When you bring people to your site from your PPC campaigns and SEO efforts, it’s important to define drivers of revenue. And those drivers are the keywords.
This enables you to adjust the landing page in order to reduce confusion and make your offer easier to understand within just a few seconds. It enables you to create an appropriate experience and get the visitors into your conversion funnel.
Just keep in mind that these two different types of searchers respond better to two different types of experiences that you create for them.