In digital advertising, good design means more than good aesthetic. Good design achieves a goal.
For many digital assets–like homepages, ads, and product pages–that goal is straightforward and it always has been. For post-click landing pages, though, good design means something different.
Why web design in the post-click stage is different
When a web designer sets out to design a homepage, it’s with the idea that the homepage is an introductory asset that has to accommodate visitors of all intents from all stages of the buyer’s journey. It’s a launchpad–a gateway to the rest of the site that, when designed well, allows users to self-select until they find what they’re looking for.
Product pages, on the other hand, are designed for browsers. So, in addition to being highly detailed on a specific product, they’re organized in site navigation to be easy to find, interact with, and navigate away from, too.
Though, over the years, homepages have become more minimal and product pages have gotten more engaging and interactive, these goals have largely remained the same.
This isn’t the case for post-click landing pages. As a page that users encounter only after clicking through a paid ad, a post-click landing page design has to take into account three things most web pages do not.
A post-click landing page has to take its referring source into account. For example, the content of a blog post or a product page will remain the same if traffic is coming from a Twitter campaign or from email.
On the other hand, a post-click page must be tailored to its referring ad to build trustworthiness and relevance. This is known as message match. Content, URL, brand, and more, must match across ad and landing page to minimize abandonment.
A singular goal
The goal of any post-click landing page is conversion. A homepage will have multiple goals, like newsletter signups and product page click-throughs; a product page tries to generate conversions, while also making the page easy to abandon through various links for browsing shoppers. A landing page, though, will have only one goal. Any secondary goal is seen as a threat to the first with the potential to cannibalize conversions.
A highly segmented audience
Most web pages are designed to accommodate a wide range of audiences. Post-click landing pages need to be as personalized as their ads for maximum relevance.
For example, if an ad is geographically and psychographically targeted to an audience segment, the post-click landing page will need to match those parameters. Techniques like dynamic keyword insertion aren’t enough. Personalization in the post-click stage needs to form a narrative that speaks to the audience’s needs, objections, environment, pain, and more.
Designing a page for the post-click experience
Post-click landing pages are unique in that they’re only encountered after clicking through a paid ad. They’re not included in your site’s navigation, and like an ad is designed to earn a click-through, a post-click page is designed to earn a conversion.
In this way, post-click landing pages are less like true web pages and more like a hybrid of the ad and web page. As a result, many best practices for web pages don’t apply to post-click landing pages.
For example, internally linking is a best practice for most web pages. Not only does this make a website easier for visitors to navigate, it makes it easier for search engines to crawl and index, too.
But links on a post-click landing page have been shown to detract from conversion rate. And, since a landing page is tied to a single campaign and ad, it has a shorter life than most pages, which means SEO isn’t the main consideration in design.
Instead, good post-click page design needs to incorporate these factors:
- 1:1 conversion ratio: A conversion ratio is the ratio of links on a page to its number of goals. When there is only one link and one goal, a page is without distraction. It means there is only one way off the page: through the CTA button.
- Message match: For maximum trustworthiness, a page’s media, copy, brand, etc., need to reflect its referrer.
- Readability: A landing page is not like a blog post, which visitors are willing to read in-depth. A post-click landing page is meant to be quickly evaluated, and so it must be optimized for skimmability: Headline, subheadlines, bullets, bold words, images, organized in a hierarchical fashion, to allow visitors to skim your content and get the most important information quickly.
- Personalization: Relevance is the most important factor for conversion. The same way you wouldn’t run an identical ad to two different audiences, you shouldn’t use the same landing page for two different audiences, either. Pages need to be created specifically for each audience segment that will land on them.
- Conversion-centered elements: A magnetic headline, a minimal form, benefit-oriented bullets, and a visual hierarchy that guides visitors to a contrasting CTA button, are among the most crucial elements in convincing a visitor to claim your offer.
Boost your conversion rates with expert post-click design
Driving paid, targeted traffic to unfocused homepages and product pages is a quick way to burn through your budget. To maximize return on ad spend, every advertisement must have its own post-click landing page designed for conversion. The only way to achieve this is with Post-Click AutomationTM technology–a robust software that makes scaling personalized post-click pages as easy as building targeted ads.
At Postclick, we would like to offer you a complimentary analysis of your ad campaigns. We will review your campaigns to analyze your post-click health, compare your site against industry and competitive benchmarks, and identify the most effective opportunities to increase your ROAS. Request your analysis here.