When you’re paying
good money for clicks from a search engine to drive traffic to your site, it
only makes sense that you would want the landing page that users arrive at to
be engaging and informative, right?
What seems obvious to some of us may go unnoticed by
others. The importance of first impressions on converting visitors has been
talked about at length, but it’s one of those old adages that is seriously
important. That is, if you want your PPC campaign to be worth anything.
That’s why WM has
studied a variety of broad industries (food, travel, apparel, entertainment and
services) to look at common best practices that various websites employ to engage and, hopefully, convert visitors.
We used a unique query for each category and selected what we thought was the
best PPC landing page that our search returned. While there was a lot of localization and personalization that affected the results and PPC ads that we saw, we're confident that all of these landing pages present great design examples in their particular industry.
The results are
“Order Chinese Food”
The website for Hong Kong Express offers an eye-catching
design that immediately signals to visitors to “Order Online,” clearly
highlighting just how and where to do that. The landing page also lays out
other crucial information, such as restaurant hours, phone number and address.
“Bed and Breakfast Wisconsin”
This landing page entices visitors with stunning images. However, it doesn't sacrifice information for aesthetics, as specific paths are available for users without being overwhelming. The page also features clear contact information and a call-to-action for users looking to book their stays right now
If you’re as big fan of tacky footwear as I am, this landing
page for Zappos is for you. While relevant product matches clearly take up the
center of the page, Zappos also offers visitors the option to narrow down their
searches through a variety of categories and specifications to help find the
perfect pair of shoes. It also features navigation options at the top of the page
that lets users alter the way in which results are organized.
“Buy Theater Tickets”
Anyone who wants to see a good show should look no further
than Broadway.com, which displays some of New
York City’s hottest performances in the middle of the
page, with clear call-to-action buttons encouraging them to buy tickets. Additionally,
visitors are able to toggle between different types of shows or search to find
the one most interesting to them.
“Mechanic Chicago” (Services)
This sleek landing page is one of the best, with engaging
visuals, a clear call-to-action button that stands out from the rest of the
page and important information laid out in unobtrusive but easy-to-find