How do you know if your SEM landing page is working?

The thank you page is the final destination and the more thank you page traffic any SEM campaign can generate the more successful it is. Whether you are selling online or generating leads for your service-based business. Setting up a conversion action to record the number of wins delivered by the SEM campaign has become the most crucial KPI in Performance Marketing. My experience in SEM makes these drivers very effective, first picking up the correct duration of click-through windows and the attribution model. My personal favourite has been the last click as it has proved to drive the last-mile traffic to the Landing page which eventually leads to conversion

Take Lego, for example. They don’t just optimize for "kids' toys"; they go deeper with terms like "Star Wars Lego sets" or "Lego Technic race cars". This specificity ensures that when a user lands on their page, they're seeing products that match their intent. Result? Higher #engagement & #sales. Effective SEO for landing pages isn’t just about driving traffic, but ensuring that traffic is relevant and primed for conversion. ?? It’s not just about getting clicks, but getting the RIGHT clicks. #SEOTips

Landing pages can make or break your campaign, and their performance goes beyond just conversion rates - here's some key considerations! Micro-Conversions: Beyond the main CTA, are visitors engaging with other small elements like watching a video or signing up for a newsletter? Heatmaps: Are users focusing on the elements you want them to? Heatmap tools can show you. Scroll Depth: How far do users scroll down your landing page? If they're not reaching important information, you may need to restructure. Cognitive Load: Is the information easy to process, or is the user overwhelmed with dense text and complex jargon? Exit Surveys: Ask departing visitors why they didn't convert. This feedback is gold.

"Good artists copy," Steve Jobs once said. "Great artists steal." Well, you get the idea. I always make sure the research is complete and definitive BEFORE pushing any pixels around. Check how your audience is being spoken to already (e.g. by your competitors) - small tip: PPC ads and LP creative that stays the same over time, generally means it is converting well.. Fix your messaging/value proposition around these borrowed insights, and lay them out in the "Tease (Ad), Promise (LP), Deliver (Thankyou Page)" framework, so they not only make sense to your Grandma, but deliver a no-brainer, frictionless incentive for the prospect to complete the MWR (Most Wanted Response) for your campaign. Trust your research and measure everything!

To understand your landing page's conversion rate fully, consider this: Event Tracking: Use analytics tools to track micro-conversions like secondary CTA clicks, giving you a fuller engagement picture. Multi-Touch Attribution: Don't just credit the last click for conversions. See the entire customer journey to understand multiple touchpoints. Exit Intent Popups: Capture why users may leave without converting by using exit popups for instant feedback or last-minute incentives. Cookie-Based Tracking: Differentiate between first-time and repeat visitors to tailor your conversion strategies. Social Share Tracking: Count social shares as secondary conversions. They indicate higher engagement and can be valuable metrics.

While testing your landing page is crucial, it is important to keep in mind that the results may not always be straightforward. Sometimes, what may seem like a minor change can have a significant impact on your conversion rates, while other times, a major overhaul may not yield any noticeable improvements. Therefore, it is important to approach testing with an open mind and be willing to try out different ideas, even if they seem unconventional. This can help you uncover unexpected insights and ultimately lead to more effective landing pages.

If you are running a branded campaign, ensure your landing pages are built with the intent of the search term in mind. I have seen many times where brands have branded campaigns set up, a user searches "Buy *example* software" and the landing page has the top-level nav removed with a generic form. The user then has to know to click your logo to get to the main website or go back to click your organic listing to get to your pricing page.

An important aspect of creating a high-converting landing page is to continuously analyze and optimize its performance. Regularly review your analytics and test different variations of your headlines, CTAs, design elements, and trust signals to make data-driven decisions and ensure that your landing page remains effective and aligned with your target audience's needs.

Another important insight to keep in mind when analyzing and optimizing your landing page is to consider the user experience (UX) of your page. UX includes factors like page load speed, ease of navigation, and mobile responsiveness, all of which can have a significant impact on your visitors' behavior and ultimately your conversion rates. By prioritizing UX in your optimization efforts, you can ensure that your landing page not only looks good, but also provides a seamless and enjoyable experience for your visitors. This can help to build trust and credibility with your audience and increase the likelihood of them taking the desired action on your landing page.