There many different touchpoints throughout a customers lifecycle, each point in this cycle is of the utmost importance if businesses wish to obtain and retain customers.
These different touchpoints are impacted upon by different forms of advertising and marketing practices that attempt to engage and re-engage customers with great slogans, catchy headlines and aesthetically pleasing content.
However, many marketers fail to realise that a well-designed website can be the key to acquiring new and repeat customers. During the 'acquisition stage' of a customers journey, a business will attempt to funnel them to their website in the hopes that they will convert them into a subscriber or customer.
Spending time and money making consumers aware of your product or service only to have them drop off the customer journey due to a poorly designed landing page can have a hugely negative impact on the profitability of any business.
To remedy this negative impact, businesses should have a well designed, transparent and functional landing page that moves people along the conversions path. This will really make the difference when it comes to whether a person converts or not.
In addition to this, website design and functionality can also have a direct impact on the performance of your Google Ads.
Google Ads performance is based upon a number of different factors that are combined to create what we digital marketers call, 'Quality Score'.
Quality score is calculated by looking at three different factors; landing page experience, click-through rate and ad relevance. Furthermore, quality score is a significant factor in determining where your ads rank, or if they rank at all. And equally as important, how much you pay-per-click.
Lets move back to the landing page experience and have a look at what you can do to improve the experience of new and repeat customers.
Landing page experience can be improved in the following ways:
Offer relevant, useful and original content - Make sure that your landing page is directly relevant to your ad text and keyword.
Having relevant content that directly matches what is being promoted in the advert means that a user will not have to click about to find what he wants. If a user lands on a page that is not relevant to the advert they may abandon the page altogether.
Promote transparency and foster trustworthiness on your site - Openly share information about your business and clearly state what your business does.
Users are more likely to remain on a page they trust rather than one that seems disingenuous. Make sure your are being as transparent as possible about your products, services and company as a whole.
Make mobile and computer navigation easy - Organise and design your page well, so people don’t have to hunt around for information
Decrease your landing page loading time - Make sure that your landing page loads quickly once someone clicks on your ad, whether on a computer or mobile device.
Consumers these days have a very short attention span so having a slow-loading page can cause users to abandon their customer journey. Google recently conducted a survey and discovered that 53% of all mobile visitors abandon a page that takes more than three seconds to load.
With this in mind, we should all be trying to optimize our landing pages to make them load as fast as possible.
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