How to Create High-Converting Landing Pages for Google Ads in Ecommerce
These strategies for optimizing the landing page got me a whopping >30% increase in the conversion rates.
If you’ve been tirelessly tweaking and perfecting your landing page design, visuals, page load time, mobile-friendliness, and CTAs, yet you’re still not seeing the conversion rate results you desire, don’t throw in the towel just yet.
In addition to these essential optimization tactics, try these strategies to give your conversion rates a significant boost.
- Use Dynamic Keyword Insertion (DKI)
Dynamic Keyword Insertion (DKI) is a feature in Google Ads that allows you to automatically insert the user’s search term into your landing page headline. This creates a highly relevant experience for the user and increases the likelihood that they will convert.
Example: Let’s say you’re running a Google Ads campaign for a fashion eCommerce store in India and your ad group targets keywords related to “women’s dresses”. You can use DKI to automatically insert the search term “women’s dresses” into your landing page headline, making it highly relevant to the user’s search query.
- Create a Strong Value Proposition
A value proposition is a statement that explains why your product is unique and better than the competition. It’s important to have a strong value proposition on your landing page, as it helps to differentiate your product and convince users to make a purchase.
Example: The landing page for Indian D2C brand Sugar Cosmetics’ lipsticks features a strong value proposition: “Vegan, Cruelty-Free, Long-Lasting Liquid Lipsticks”. This value proposition sets Sugar Cosmetics apart from the competition and is likely to appeal to users who are looking for ethical and high-quality beauty products.
- Use Social Proof
Social proof is a powerful psychological tool that can help to increase conversions. By showcasing customer reviews, ratings, and testimonials on your landing page, you can create a sense of trust and credibility.
Example: The landing page for Indian D2C brand Bewakoof’s clothing range features customer reviews and ratings, which help to build trust and credibility with users. The reviews are prominently displayed on the page and are likely to encourage users to make a purchase.
- Implement Conversion Rate Optimization (CRO) Techniques
Conversion Rate Optimization (CRO) is the process of optimizing your landing page to increase conversions. There are many different CRO techniques that you can use, including A/B testing, heat mapping, and user testing.
Example: The landing page for Indian D2C brand Lenskart’s eyewear range uses A/B testing to optimize the page for conversions. The brand tests different versions of the page to see which one performs best and uses the results to make improvements and increase conversions.
- Use Personalization
Personalization is a technique that involves customizing your landing page based on the user’s location, behavior, or preferences. By personalizing your landing page, you can create a more relevant experience for the user and increase the likelihood that they will convert.
Example: The landing page for Indian D2C brand Nykaa’s skincare range uses personalization to customize the page based on the user’s location. If the user is located in Mumbai, the page will display products that are available for delivery in Mumbai, creating a more relevant experience for the user.
6. Exit-intent Pop-ups
According to a report by Sleeknote, D2C (Direct-to-Consumer) brands can achieve a 46% increase in conversions by using exit-intent popups on their landing pages.
For instance, an online fashion store can offer a discount to visitors who attempt to leave without making a purchase, encouraging them to complete the transaction. This tactic can help D2C brands improve their sales and revenue by reducing cart abandonment rates.