When it comes to creating a successful PPC campaign, simply obtaining click throughs isn’t enough - ensuring your visitors convert is the key. If your landing page isn’t optimised for user experience, even the most compelling ad copy won’t save you. A slow, cluttered, or confusing page will frustrate users and drive them away instead of converting them into leads or customers.
To ensure your landing page performs at its best, we suggest you put some focus into these four key areas:
Test Your Call-to-Action
Your CTA is the tipping point between a visitor leaving or converting. If it’s unclear, too vague, or not visible enough, potential customers won’t take action. Here are some tips on how to optimise your CTA:
Make it clear & action-driven – Instead of “Submit,” try “Get Your Free Quote” or “Start Your Trial Now”.
Use contrasting colours – Ensure your CTA button stands out from the rest of the page.
Position it effectively – It should be above the fold (visible without scrolling) and repeated strategically.
A/B test different CTAs – Experiment with wording, button colours, and placement to see what works best.
An example of where we have seen a positive uplift due to optimising CTA is a travel company found that changing their CTA from simply "Learn More" to read "Plan Your Trip of a Lifetime" increased conversions by 27%.
Improve Page Loading Speed
A slow-loading landing page is a conversion killer. Studies show that if a page takes more than 3 seconds to load, 53% of users abandon it. Here are some tips on how How to improve page loading speed:
Compress images – Large files slow pages down; use tools like TinyPNG.
Minimise scripts & plugins – Too many elements make a page sluggish.
Use a fast hosting provider – A high-speed server improves performance.
Enable caching – Helps return visitors load pages faster.
We have seen success in this action from an e-commerce site who was able to reduce their page load time from 4.5 to 2.1 seconds by applying progressive loading. this enabled them to successfully see a reduction in their bounce rate.
Optimise Reading Time & Content Flow
Visitors won’t stick around for long walls of text. A cluttered or wordy landing page overwhelms users and reduces conversions. We have listed some suggestions for optimising reading time & content:
Keep it concise – Use short paragraphs, bullet points, and headings.
Follow an F-pattern layout – Users scan in an “F” shape, so structure your key information accordingly.
Highlight benefits, not just features – Show how your product/service solves their problem.
Use visuals wisely – Images, icons, and videos can enhance understanding and engagement.
A pest control company we worked with last year trimmed their landing page text by 40% and saw a 21% increase in enquiries without harming search page results positioning.
Ensure Mobile-Friendliness
Over 60% of PPC traffic comes from mobile devices. If your landing page isn’t mobile-optimised, you’re losing potential conversions. Here's how to make your site mobile ready:
Use a responsive design – The page should adapt seamlessly to different screen sizes.
Simplify forms – Minimise fields to make sign-ups easier.
Optimise for touch – Ensure buttons are easy to tap, not too small or close together.
Test across devices – Check how your page performs on both iOS and Android.
We recently saw success with a homeware retailer who was able to improve their mobile checkout process and increase mobile conversions by 35% by actioning the above top tips.
It's a proven fact that a well-optimised PPC landing page doesn’t just attract traffic—it turns visitors into customers. By refining your CTA, load speed, content flow, and mobile experience, you’ll create a page that keeps users engaged and compels them to take action. If you want more PPC insights drop us a line and get in touch, we'll help improve your campaign strategies and ultimately boost ad performance.
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