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What are the key elements to optimize the conversion rates per PPC?


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The “best framework” doesn’t exist for a landing page design because each offer and business are unique. There are, however, some necessary components that help you build a robust framework and convert customers. These include:

1.Compelling Headline

2.Effective copy

3.Engaging media

4.Trust indicators

5.Lead capture form

6.Strong call-to-action

7.No exit links

8.Sufficient white space

And because there’s no single best landing page framework, that’s when optimization comes in. At my company Instapage, we break the optimization process down into 3 parts:

Understand Visitor Behavior: Acquire the ultra-specific insights you need to find which page elements to test. You can use heat maps to track mouse movement, clicks, and scroll depth to gain a hyper-focused perspective on what’s working and what’s not. This particular feature is unique to Instapage, but it allows you to see first-hand what you should test to improve page performance.

Speak to Your Audience: Address your audience with personalized messaging based on location, intent, and more. You can match the message of your ads based on keywords, search intent, demographics, etc. Then you can dynamically target your content by city, country, device and more. This will reduce your bounce rates.

Validate What Works Best: Finally, you can intelligently run A/B and multivariate tests to learn what works best. Create and test multiple variations of a landing page. Split your visitors equally, or specify the percentage of visitors for each. When a test reaches statistical validity, use the winning variation to maximize your conversions.

I suggest checking out this guide that my team developed: What is Conversion Rate Optimization? With this guide, you can learn about the exact optimization steps you need to perform at different stages of the marketing funnel, as well as the data collection strategies that help you measure the impact that CRO has on your funnel.

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To optimise the conversion rates for PPC, you would need to do the following: Create really compelling content or clickable ads / campaigns.
These include:
  • Compelling headline.
  • Effective copy.
  • Engaging media.
  • Trust indicators.
  • Lead capture form.
  • Strong call-to-action.
  • No exit links.
  • Sufficient white space.
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Share on other sites


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