3 lessons from expertly designed travel PPC landing pages
If you’re in the travel business, your landing page should be crafted well enough to capture the attention of any potential customers. The travel industry is all about appealing to its public by setting the right mood and helping potential customers envision what their vacations could look like while getting them excited about any offers you may have and guiding them in choosing the perfect one for them.
- Testing is key
The general rule and the safest bet in landing page design are just to keep it as simple as possible. That means clean, minimalist appearance and short, concise pieces of information that get straight to the point and convey the main message as smooth as possible.
However, you need to keep in mind the end goal as well. What do your customers need? Do they need more information to convince them of accepting a specific offer you are promoting or do they just need to take action and, for example, make a reservation at a hotel or a restaurant?
That’s where testing and experimenting come into play. You’ll never know what the right combination for your campaign is until you try. And since the possibility of your first attempts to not be successful is quite high, you should constantly try new approaches until you find the right one.
Don’t let more than a month or two go by without experimenting at least with detail-oriented changes or just a few tweaks. You might find that a change as insignificant as a slightly different shade of color can have a huge influence on the overall feeling your landing page gives.
- Match your copy ad
An important rule to follow is to make sure that your landing page is correlated with your ad copy. Don’t try to deceive potential customers just to get a few clicks here and there. You will only manage to annoy your visitors and may even lose them as potential customers if they feel they have been tricked into accessing your website.
We know the travel industry is a competitive one, but that doesn’t mean you have an excuse for not being as honest as possible with your visitors, especially since it’s not going to help you in any way. Show them they can trust you, so they’ll feel comfortable enough to do business with you.
If you that this task is complex or you don’t seem to get the results you’ve been wanting, then a good idea could be to hire a specialised agency. Apollo, for instance, has worked with travel brands before and that could help your campaigns generate the kind of business you want.
- Don’t redirect visitors to your homepage
One of the biggest mistakes you can make and a recurring one, too, is to send your visitors to your business’ homepage instead of a dedicated landing page. Avoid this common mistake, because in the long run, it’s not going to help you much regarding conversion.
Landing pages are specifically designed as a type of call to actions, and if you’re running ads, it means that users that click on your ad are interested in what you can offer them, not a general presentation they might find on your homepage.
Additionally, it’s easier to monitor the actual success of your ad if you use landing pages because it gives you a more detailed picture of whether or not you manage to keep visitors and turn them into real customers.
Getting the right combination takes time, so don’t get discouraged if the first attempts turn out to be not so successful. Keep trying until you find what works for you and don’t forget – a well-designed landing page right now might not be as fruitful in the future, so never stop testing and improving.
