Rachel Chambers - MSFT
Posted on 02/24/14

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You’ve set up your Bing Ads account and are starting to get impressions and clicks, but are you getting the conversions you want? Figuring out how to keep your customers happy can be tricky,

 

but if they aren’t converting to take the action you want them to (e.g. sales, newsletter sign up, etc.) after clicking through from your ad, then the answer is clear: it’s not them, it’s you.

Making sure that your ads provide a clear and direct path to your offers is part of the equation, but the rest of it comes down to making a good impression once users get to your site. While brick and mortar retailers have been known to do this by pumping in scents or playing only the latest hipster music, you have to do this with your landing page. Let’s discuss some of the most common landing page behaviors that send customers hitting their “back” button and what you can do to provide a quality user experience instead.

 

All flash and little else. There are all kinds of advertising techniques, but it’s pretty much universally accepted that flashy gimmicks are overused and annoying. Selling the benefits of your products or services is key, but how you sell them gives users an impression of you as a business—if you seem evasive, you may come across as untrustworthy. If you are touting some pretty impressive claims or using testimonials, make sure you're able to back up these claims with concrete data proving that your product/service delivers on its promise.

Content anemia. Sometimes users leave a website because a landing page has scant information about the offers or services advertised. It can be especially troubling when a website asks for personal information in order to get any details. If someone is giving up their name, email address or any other identifiable info, they should have a reasonable idea of what they will be receiving in exchange. Plain and simple: people should protect their personal data when doing business online, so make sure they have the information to feel that sharing it with you is necessary and secure. If not, fill in the gaps in your landing page or add navigation where users can find more.

Avoid pointless detours. We understand that sometimes websites must redirect to other sites for more information or for secure purchasing reasons. However, if your site is a stop-off on the way to a final destination, you can’t just be an empty platform—you’ve got to give them something useful. No one likes going out of their way to get the same information twice.

Want to know if your landing pages are putting their best foot forward? Consider these questions:

· Is the user able to easily find details on what I am offering and how to obtain it?

· Am I clear and honest about any claims or results promised?

· If I am collecting personal data, do I provide enough background information for the user?

o For more see our User Safety and Privacy Guidelines.

· If redirecting users, am I shortening the user’s path to the information they are looking for?

In summary, make your landing page work for you! By ensuring a quality user experience, you’ll ensure that more of your clicks become conversions.

Tags: ads, Editorial, Landing Page, Relevance
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