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The Magical PPC Landing Page:
Unknown Tricks To Get Higher Conversion Rates

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EDITOR’S NOTE: This marketing infographic is part of our 25 part series. Subscribe to our blog and enjoy more creative posts like this one.

You know what the best part of PPC landing pages are?
The ability to control the traffic down to the geography, device, keyword, and more.
This allows you to take advantage of some fairly magical CRO ideas that help you get higher conversion rates. All ones that we use for our clients here at KlientBoost.
We’ve partnered up with Unbounce to give you these uncommon PPC landing page tricks so you can spend more time making money, and less time trying to be David Copperfield.
P.S. A lot of these tricks are covered in our Unbounce workshop webinar. You should watch it after you’re done reading 🙂

Geographic Granularity – Make Yourself More Local

Appearing to be local can help to increase conversion rates quite a bit, even if you’re a national or international advertiser.
By breaking down your campaigns based on city or state specific areas, you can showcase local area code phone numbers or mention the visitors location on the landing page.
It’s simply a way to be more relevant to your visitor.
Here’s an example of how using local phone numbers vs 800 numbers attracted more conversions:

conversion rate chart

Nearly doubled conversions – image source

Better yet, here’s how the local phone numbers impacted the number of phone calls received:
calls received chart

Ring ring – image source

Not only does appearing local help with conversions, but by being geographically concise in your PPC campaigns, you can pinpoint exact locations to double down on for more or less volume.
For example, in your AdWords campaigns, you can pull up reports in User locations within your Dimensions tab, that show performance for each location that you’re targeting:
categorize chart

You can categorize by city, state, or other areas – image source

Now, you don’t necessarily need to accept phone calls to make this happen or create tons of landing pages.
We use Unbounce’s Dynamic Text Replacement (DTR) feature for this little trick and CallRail for area code specific phone numbers to automate the visitor’s experience.
More on that in the next section.

Keyword Specificity – Dynamic Text Replacement

With DTR, you can appear even more relevant by tailoring your landing page to your ad copy and keywords.
By inserting DTR parameters into your PPC URLs, you’re able to create a single landing page that’s more relevant to 100+ keywords.
Here’s an example of two different keyword searches with the same intent:

hiking backpack

Here’s the hiking backpack – image source

trekking backpack

Same product, different keyword search term – image source

With keyword specificity, you can personalize your message to each of your users, which makes your offer more relevant, can increase your conversion rates and potentially improves your quality scores.

Multi Step Landing Pages – More Fields, More Steps

Might seem counterintuitive, but adding more fields and more steps to your forms can boost your conversion rates.
The magic lies in two truths that we’ve seen across 100+ clients where we use Unbounce:

  • Truth #1: Visitors are not excited if the first impression they get from your form requires name, email, or phone number. If they see this, they know they’re not going to get an answer to their most burning question without having to give up the anonymity.
  • Truth #2: You can add more fields and more steps to your forms, but only if you ask your fields in the threat order or low to high. Personal contact info is the most threatening info you can ask of a visitor, so you want to save that for the last step.

Here’s what we do with our own multi-step form on

threat comparison

We open with non-intrusive questions to get visitors to micro commit

By saving your most threatening and intrusive form fields towards the end, you can use the first steps to warm up your visitors as a micro-conversion.
This way, they’ve already taken the first step to engage and they’re less likely to not finish the process of filling out the form in its entirety.
Here’s an example of how Namify switched to a multi step landing page form that had four steps:

Started off with a simple zip code form field – image source

The results?

  • 311% increase in conversion rate
  • 74% increase in conversions
  • 73% decrease in cost per conversion

Even if the zip code isn’t required for you to qualify your visitor, it’s a non-threatening initial question that can not only engage the visitor.
The secret sauce: Start with the lowest threat questions on your forms and make it at least  a two step process, saving name, email, and phone for the last step.
You can see more examples of our multi step landing page designs on our Dribbble page.

CTA Threat Testing – Match Visitor Temperature

Where are your landing page visitors coming from?
Some visitors might come in from a cold place, like one of your display ads while looking for something else. Maybe they were attracted to your ad and clicked out of curiosity vs. actively seeking you out.
Others might come from a warmer place wby intentionally typing in specific keywords in their search.
This matters a ton.
Because depending on your visitor’s origination, their conversion intent varies.
This means that you can’t use the same landing page or the same call to action for all your PPC traffic.
To make this easier to follow, we created a PPC Intent & Threat Scale that also shows which call to actions (CTA) are more likely to work depending on the PPC traffic source.

ppc threat scale

Display tends to be colder while search is much warmer

Someone who’s actively searching using keywords, tends to have a higher intent level and warmer temperature.
Your CTA threat levels should also vary accordingly, so you can match your CTA offer with your visitor’s intent temperature.
Here are some ideas we’ve found for varying your CTA offers depending on the PPC channel:
channel temperatures

Do your CTAs match up with your traffic temperature?

It’s important to consider the different stages of the PPC conversion cycle and where your visitors currently live in that cycle.
Visitors in the later consideration stage with higher intent levels will react better to hotter CTA offers and vice versa.

Local Visual Cues – Add More Image Oomph

Adding location-based visual cues, whether subtle or obvious, can help you to appear local as well. By testing out various hero shots that show off signature elements of where the visitor is located, can help out quite a bit.
For a roofing company that operated in several states, we tested out home specific hero shots:

different home locations

Different homes for different areas

We found that this test (paired with area code specific phone numbers) helped increase conversion rates by another 22%.
Here’s an example of WeWork’s landing pages for two Southern California locations:
orange county her shot

The Orange County hero shot includes signature palm trees – image source

santa monica hero shot

The Santa Monica hero shot has a hint of surf in the background – image source

Using images of specific geographic locations can help bring more relevancy to your visitors in an effort to increase your conversion rates.
Similar to what we talked about in regards to making your phone numbers or copy more geographically specific.

Hidden Field Tracking – Optimize Off Sales

So you know your PPC campaigns are getting conversions, but you’re not sure which keywords and audiences within those campaigns are making you the bucks.
What’s the point of all those conversions if you can’t tie them back to sales that happen offline?
Setting up Google’s ValueTrack parameters and using hidden field sales tracking can help you better understand and track what’s happening with your conversions in terms of sales and revenue streams.
Sidenote: This doesn’t apply to eCommerce pages since the conversion is the sale, but applies to lead generation and SaaS companies.
You can uncover a variety of insights when a visitor converts on your page by connecting hidden field sales tracking to your landing page – things like:

  • where your lead came from
  • where they’re physically located
  • which keywords they used to get there
  • which landing page URL they arrived at

What to do once you have all these juicy details?
Link it back to your CRM and your sales stats to find out which part of your PPC efforts are actually making you money, not just driving conversions.

Back To You, Copperfield

Customizing your PPC landing pages to specific granular levels can give you even more control over your ad spend.
Testing out these tricks on PPC landing pages can easily help you improve your conversion rates.
You can spend more time and money on the moneymakers and stop investing on the elements that aren’t working.
As always, keep in mind your visitor’s perspective and speak to their stage in the decision-making cycle. Consider where they came from, where they are in the decision-making cycle and find out what motivates them to convert on your CTA.

Klientboost Blog Author Cynthia Meyer

Cynthia Meyer

Content Marketing Manager

Over 352 businesses got a proposal from us in July, 2019

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