The PPC Landing Page Optimization Series – Establish Trust
by Sarah Rodriguez • May 17, 2016
The right pay-per-click (PPC) landing page strategy can redefine success for your PPC campaigns.
To build a great PPC landing page, though, it’s important to understand what makes your PPC traffic unique and design your landing page for maximum effect. Otherwise, you’ll waste a lot of money.
In this series of articles, we’re reviewing the 6 key qualities of a successful PPC landing page and ways to use optimize those qualities for maximum conversions.
In parts 1-4 of this series, we assessed how optimizing your CTA, messaging, overall content and mobile design can improve your conversion rate.
In this article, let’s examine ways to effectively use trust signals on your landing pages.
Establish Trust
If you’re not already utilizing some sort of social proof to increase trust on your landing pages, consider this post your wakeup call.
Supporting your product or service with positive social feedback is one of the best ways to create a connection between your company and your potential customers.
For example, when your users see a list of well-known brand names that support your service (Apple, Wal-Mart, BestBuy, etc), it automatically builds a level of trust and confidence that you’d be hard-pressed to find elsewhere.
Of course, not every company can name drop clients like Wal-Mart or Best Buy, but even less well-known companies can prove that other people trust your business.
Similarly, testimonials and company ratings are another great way to boost trust on your landing pages. After all, if real people trust your company enough to put their name on a testimonial, you’re probably trustworthy.
In today’s marketing-jaded world, it’s important to make your testimonials as believable as possible. Remember, details count, so use actual photos or videos of customers whenever you can.
If your company is relatively new or you are having a hard time getting quotes from customers, social media can be another good place to find comments or reviews about your product.
At a minimum, you can at least include your social following information to show how many people like or are interested in your product or service.
Overall, if you aren’t using trust signals like testimonials, brands who use your product or social media data, now is the time to start.
Conclusion
Showing examples of real people who have had a positive experience with your company can be a huge part of your potential customer’s final decision to convert or buy.
Make sure you are utilizing these testimonials on your landing page!
By the way, if you’d like me to help you add social proof to your landing pages, let me know here or in the comments! I’d love to help.
How do you use trust signals to improve your conversion rates?
