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Do you ever look at how your ads are performing and wonder why all those clicks aren’t turning into sales for you? The answer nine times out of 10 is that your landing page just isn’t fast enough.

According to Google’s estimates, advertisers lose 20% of their possible conversions for every second it takes for their site to load. That may be even higher when those clicks are coming from smartphones and tablets.

Thankfully, Google and AdWords are about to start offering a way to make sure your landing pages load lighting fast – even if your normal website isn’t quite up to pace.

Starting in two weeks, advertisers will be able to create landing pages using Google’s Accelerated Mobile Pages technology. That means that your landing pages will be specially optimized for mobile users to ensure the fastest possible journey from click to conversion.

Since earlier this year, Google has powered the majority of its search ads using AMP to speed up the loading time substantially. While this means your ads showed up almost instantaneously for mobile users, the jump to a non-AMP page caused a jarring disruption in the shopping process which lost many impatient shoppers.

However, “by directing your search ad clicks to AMP landing pages, you can create the super-fast and delightful mobile experience that consumers expect.”

Source: CourseEnvy

No matter how good your marketing or advertisements are, you can’t succeed online without a great landing page. Whether you’re landing page is irrelevant to people’s interests or it is just too slow or cumbersome for mobile users, your potential customers are going to bounce back to the search results if they can’t get to what they need quickly.

Of course, no one intentionally sets up a bad landing page. Sometimes, you just can’t see what’s not working without an extra set of eyes to show you the problems you’ve overlooked. Thankfully, Google is helping give you exactly that, with a new Landing Pages tool designed to identify why specific landing pages need improvements.

The Landing Pages tool, which was announced earlier this year, is rolling out for advertisers over the next few weeks.

With this tool, you can quickly assess your landing pages based on the amount of engagement (clicks) each URL receives, as well as the “Mobile-Friendly Click Rate” (MFCR). The MFCR is a measure of the percent of mobile clicks coming to your landing page from smartphones or other mobile devices.

The new report allows you to identify exactly which landing pages need work. For example, pages that are not optimized for mobile but that receive a high MFCR should likely be improved and optimized to prevent high bounce rates.

Once it is completely rolled out, the Landing Pages tool will be able to provide data on landing pages for search, display, and video campaigns. However, currently, the MFCR data is only available for search campaigns.

You can do a lot of different things with landing pages, be it selling something, encouraging visitors to subscribe to a newsletter, or trying to get people to sign a petition. No matter which of these goals you have, you are ultimately trying to get visitors to perform an action.

Making a great landing page seems like it should be easy, but it is more complex than you may think. This leads to poor sales because a landing page is only working if it is getting people to convert.

With that in mind, let’s examine the most common problems with landing pages.

  1. Mismatching Text Ad Copy and Landing Page Headline – There are numerous reasons you should make sure your Google AdWords text ads match your landing page headline. For users, the text ad creates an expectation, and you don’t want to confuse your visitors or make them feel mislead. The quality of your landing page also decides cost-per-click in AdWords, so if you raise your quality score, you will lower your cost-per-click.
  2. Poor Grammar and Misspelled Words – Throwing up a quick landing page is always a terrible idea because it leads to a ton of smaller problems. One of those is bad spelling and grammar. This is one of those mistakes that just shouldn’t be allowed to happen. Your visitors will take any reason you give them to not convert, and this one is a big reason to leave.
  3. No Trust Signals – To get visitors to convert, you have to establish trust. You can build this into your landing page in just a few ways. If you establish your brand’s popularity, people will view it as credible. You can also present your 3rd party certifications with organizations like Verisign or the Better Business Bureau. You can also establish trust by making positive mentions of your brand in the press easily available on the landing page.
  4. Lack of Good Call-to-Actions – You’re call to actions are important to help make people convert. They should also be compelling, with practical language, and solid, consistent design. You should also keep it short, between 90 and 150 characters. You need to make it clear what you want the visitor to do, but short enough to keep their attention.
  5. Poor Quality Videos or Images – Videos on your landing page can help boost conversion rates by about 80%. Images don’t raise conversions that much, but they still have their own positive effect on visitor activity. This doesn’t mean you can just toss up any image or video you want however. Poor quality images or videos will actually lower conversion rates rather than improve them.

Eric Siu from Unbounce has even more common mistakes, but these will help get you started with making sure users are converting. Remember, if users aren’t converting, your landing page has problems.