Things to keep in mind while designing a PPC landing page

If you are a web designer it is common for you to come across various kinds of requirements from your clients and employers. You might be asked to design PPC landing page for a website. Most of the time the PPC experts would give you clear instructions about the components of the page, what should be used where and all. But if you have a fair understanding of PPC and how landing pages work then you can definitely come up with something really helpful.

First, let’s have a brief understanding of what is PPC. It is one of the popular online marketing channels; the full form is Pay Per Click. Advertisers publish text and image ads on various online platforms and pay the publisher once someone clicks on the ad – that’s the basic concept.

Now, think this from the advertiser’s perspective – he is paying money to get visitor; he will always want the visitors to buy what he sells. When the visitors land on the advertiser’s website by clicking on the ads, there has to be something very convincing so that the visitor gets converted.

So conversion is the primary focus here; while designing the landing page for PPC ads, you have to keep this in mind. There is no room to try this and that – come to the point, show the unique selling propositions of your clients, display the benefits and have a call to action. PPC landing pages are not for the search engine crawlers – though advertising platforms like Google AdWords consider the content of the page to decide the quality of the ad, still the pages are designed for the users – so do everything that increases user’s satisfaction.

Here are some points that you should consider while designing a PPC landing page for any business:

Useful information should be placed above the fold

The visitors should be able to see all relevant information as they land on the page; do not expect the visitors to scroll down to see what you have placed down the page. The list of USP, the benefits or whatever you feel to be the most effective factor should be visible at first glance.

You have to creative enough to accommodate all the information in such a manner that does not destroy the look and feel of the page.

Selective use of fonts

  • You have to accommodate a lot of information
  • You have to make every bit of information visible
  • You have to place everything above the fold

Most designers make the mistake of choosing varieties of font families and font sizes to achieve this; but that adds to the distraction. People searching for information on the internet do not take much time to decide whether they need to buy what you are selling or not – you probably have just few seconds to impress the visitor.

So make sure you are using fonts which are soothing and suitable to what you offer. Also, do not use multiple font faces and too many variations of font size – that does not look good.

Know how people read online

Readers do not read; they scan; when a person reads books, newspaper or any other printed material they go through every line but while browsing they scan. And pick up points randomly. So while arranging the components, lists, headings etc. you have to keep this in mind. Make sure there are enough white space – it helps people to scan the page smoothly.

There are various tools available like click tracking etc. that allows you to have a detailed understanding of user behavior.

Coherency – An integrated sense and feel good factor

As said before, you have just few seconds to impress the visitor. So try to work on the coherency aspect of the page; that means all the components of the page – the layout, the font face, the font size, the color scheme, the design everything should support each other. It gives a visual comfort and people start liking the page.

That’s all for the time being; if you want to add some other points here, feel free to comment below.

VN:F [1.9.12_1141]
Rating: 0.0/10 (0 votes cast)
VN:F [1.9.12_1141]
Rating: 0 (from 0 votes)
This entry was posted in Web Design and tagged , . Bookmark the permalink. Post a comment or leave a trackback: Trackback URL.

Post a Comment

You must be logged in to post a comment.