landing page, AdWords

Landing Page Optimization for Conversions, Not Abandonment

How to Implement Landing Page Optimization That Converts Leads Into Customers

“Our Landing Page Isn’t Converting Customers”

In the digital marketing world, that six-word phrase is anything but music to your ears. If you’ve ever tried to run a successful Google AdWords campaign you might, unfortunately, be familiar with how massive of a struggle it can be to implement landing page optimization for conversions so your business can increase sales and Quality Score, but most importantly, elevate your customer’s user experience.

In today’s blog, we’re going to explain how an optimized landing page is defined and we’ll supply a proven framework that your business can implement to increase the relevancy in your landing page content and design so your brand can speak to your true customer audience, increase sales and maximize your conversion rate.

What is a Landing Page?

A landing page is a single website page created specifically for the purpose of Google AdWords or other marketing and advertising efforts.

A successful and profitable landing page typically has one goal, to have a customer complete a call-to-action (CTA) or purchase.


Let’s say you’re a marketer for Jeep and a prospective customer searches Google for his or her favorite SUV (as shown in the screenshot above).

When that customer clicks on the first ad in the google search results, they’re driven to the specific landing page for the Jeep Cherokee.


A landing page is the make-or-break moment for any digital marketing strategy. Your team has produced attractive and lead generating AdWords copy, they’ve done the necessary keyword homework which got your company on the first page of Google and this resulted in a click that drove your prospective customer to your Landing Page.

Now, it’s up to your Landing Page optimization and design to convert the click into cash for your business, increase profits, Quality Score, and user experience.

How is a Landing Page Different Than a Homepage?

Normally, your website’s homepage is a general introduction to your company and its products or services.

Compared to the Jeep landing page example above, which solely focuses on the single item your user was searching for, the homepage purpose is to paint broad strokes in terms of subject matter and introduce a potential customer to your business.


When your brand is creating AdWords campaigns, your website’s homepage should NEVER be used as your Landing Page.

A profitable Landing Page needs to be anything but general. It should be:

  1. Incredibly relevant to the ad that drove your customer there
  2. There should be no information present that isn’t of the utmost importance
  3. It must have a clear call-to-action

If your ad copy and description are promoting a 2018 Jeep Grand Cherokee, then your Landing Page needs to display only that SUV and how your prospective customer can learn about that product and seamlessly purchase it in one click.

Why Do You Need a Landing Page?

It all goes back to having Google give your company a high Quality Score.

Any successful Google AdWords campaign isn’t just about getting visitors to your site. Clicks are seemingly useless if that customer isn’t completing purchases or conversions.

Not only does every click cost your company money, but it all affects your quality score.

If the Google bots notice that your ads are receiving several clicks (a high click-through-rate), but once those customers arrive at your landing page they leave without purchasing anything, this shows Google that your landing page isn’t relevant to the ad you’re putting on search engines.

Google will punish your company by decreasing your quality score due to a negative landing page experience. Their number one priority is to ensure the best user experience for anyone using their platform. Therefore, Google will charge your company an additional percentage per-click and per-conversion as motivation for your brand to improve your landing page experience.


Consistency is absolutely critical to an optimized and conversion-centric landing page experience. When your customer clicks on your ad, they expect to find exactly what your ad promised on that landing page, and you better show it to them, or else you’ve lost them in the sales journey.

Think about how customers search Google. They type in a search term or phrase, then millions of offers for products and/or services show themselves. Since Google wants the best experience for its customers, they want to serve up the companies that are completing their customers “jobs-to-be-done” the best.

Profitable success in Google AdWords isn’t about getting a user to your site, it’s about approaching the right customer with the right message at the right time, so their click leads to a conversion, not website abandonment.

Make sure your team fully understands these four customer aspects before creating and designing your next landing page:

  • What are they trying to know?
  • Where are they trying to go?
  • What are they trying to do?
  • What are they trying to buy?


Are There Different Types of Landing Pages?

There are two types of landing page experiences your company can introduce to your prospective customer through Google AdWords or social media advertising.

  1. Lead Generating Landing Page
  2. Conversion (sales) Focused Landing Page

Lead Generating Landing Page:

The first way for a brand to successfully use and design a landing page is to increase your company leads.

This is done by bringing a prospective customer or user you’re your brand family and nurture the relationship.

Lyft, the ridesharing company does a specular job of creating a seamless user experience, because they know they need new drivers and brand ambassadors every day in order to continue predictable growth and compete with Uber.


When a user clicks on their ad, they’re driven to a specific Lyft landing page that’s purpose is to generate more drivers.


The design is flawless, simple, with a clear call-to-action for anyone who visits the website.

In our “buy it now” generation, not only are we experiencing shortened attention spans, but there’s simply too much content available to go about landing page design in any other way. In order to successfully optimize your landing page for converting leads, we suggest you follow Lyft’s lead.

Conversion-Focused Landing Page:

The second type of landing page your brand may build would be a sales or conversion-focused landing page. Its purpose is to educate your customer about a particular product, but most importantly produce a sale.

If you’re anything like me, you’ve had some trouble this year with your sinuses.


Once a user with a stuffy nose clicks on the Vicks ad above, they’re driven directly to the landing page below.

Vicks knows how to convert users into paying customers. They do an incredible job of designing a simplistic and product focused landing page.

The headline is clear and directly correlates to the headline found in google search results so the user is one-hundred percent sure this ad is relevant to them.


All the relevant information a customer would need to know is placed strategically on the landing page.

The price and call-to-action button are in contrasting and strategically chosen brand colors to attract a user’s attention. If that wasn’t enough to produce successful purchases, they’re also compiling all of this content “above the fold,” which allows a user to easily find everything they need without any scrolling or searching.

How to Implement Landing Page Optimization for Conversions

Consistency in your landing page design and optimization is absolutely critical to increase Quality Score and profits for your brand.

8 Steps to Building an Optimized Landing Page Experience:

  1. Position a compelling headline at the top of the page. Make sure it's relevant to the ad that drove your customer there.
  2. Pinpoint the benefits of your products or services with simple, yet creative copy.
  3. Honestly describe what makes your product or service better than your competitors.
  4. Reiterate and drive home the offer that was displayed in your ad copy.
  5. Brand awareness is a must with a landing page. Build customer’s trust with testimonials and case studies.
  6. Simplify the buying process. Make one-click purchases available; don’t make them hunt for the buttons.
  7. It MUST load fast and seamlessly. Load time should be within three to four seconds.
  8. Try using video content to increase conversions.

The most successful content marketers and website developers build their landing pages with three specific goals in mind:

They design for benefits
They design for action
They optimize for emotion

For any business to produce a successful landing page that increases your company’s Quality Score and profits, your marketing team must:

Reach the right audience with the right message at the right time.

That’s the basis for a successful customer-centric branding strategy, and if your branded content is approaching customers in any other way in 2018 you could be setting your business up for a difficult journey.

Also, remember that the majority of all online activity is spent on people’s smartphones. Mobile load time needs to be blazing fast. If your site fails to load even one second longer than the competition, your conversion percentages drop drastically.

When your team is running multiple ads with different offers you will need different Landing Pages for every ad.

If your Keywords, Ad Copy, and Landing Pages are all relevant to solving your customer’s “job to be done” then your company is on your way to producing high-quality, profitable AdWords campaigns that will produce improved revenue and growth.

Study The Data & Track How Users Engage with Your Landing Page

In order to successfully optimize your landing page, your marketing and analytics team need to study your website data. It’s essential to set up Google Analytics and add conversion tracking to your landing pages.

Using this data will give you priceless insight into how a prospective customer or user engages with your landing page. It will provide in-depth data around:

  • Where users enter your site
  • What customers engage with on your landing page and how much time they spend there
  • Where a customer found your ad and clicked on a link to your landing page
  • What devices and browsers your customers are using
  • Who your customers are, such as age, demographic, location, and interests
  • Where customers abandon or leave your conversion funnel

When your brand garners trust with useful content, you will generate leads, and with enough brand awareness, those leads will turn into revenue.

Regularly review your findings and test different landing page designs to find out what works best for your industry.

Through constant review and revision, your team will be able to pinpoint the strategies to produce the most efficient and profitable landing page experience.

A/B Test These Landing Page Elements for Success

  • Test the copy. Try utilizing shorter, bullet style content design versus long form copy. The majority of the time, shorter is better, but for certain products, a customer may want increased amounts of detail to aid their education and purchase process.
  • Test different headlines and value propositions on your landing page. Remember, try to keep the content incredibly consistent with the ad copy that brought the user to your landing page.
  • Test different images or hero shots that would portray your products or services that you’re offering.
  • Test different user CTAs. It’s important to try different variations of outcome and solution based button copy.
  • Test different button designs and colors. One of the most efficient ways to increase conversions on your landing page is to alter the button size, color, and location of the call-to-action.


To Sum Up Landing Page Optimization:

If your business is in need of increasing conversions or lead generation online, focus on the well-being of your customers by optimizing their landing page experience.

The purpose of any piece of content is to improve your customer’s life. To add value and speak to what the search engine results are telling your data team. In order to successfully accomplish that feat, your team must familiarize themselves with what customers are searching for.

Any time a search engine user types a query into a search engine it’s showing us they have “jobs-to-be-done.” The goal of your content is to accomplish this task for them as efficiently as possible. There’s no better way to do it than with a simple and conversion-centric landing page.

Innovation in any market comes from a deep understanding of the job the customer is trying to get done, and then doing it for them.

If you’re still shaking your head over landing page optimization and what strategies your company should implement to increase conversions, reach out to one of ClickScore’s AdWords Specialists or simply connect to ClickScore for your free landing page report.

A minute of your time could improve your user experience and save you thousands in ROI.

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About Team ClickScore

ClickScore gives clarity around digital marketing waste. We use actionable data to align and position your organization’s online presence so your marketing can solve your customers’ “jobs-to-be-done.”