Marketing | 07 MIN READ

8 Ideas for Optimizing Display Ads and Landing Pages

Display advertising creatives and landing pages can be optimised to create a powerful conversion tool for marketers. You can transform your conversion rate with these 8 tips for optimising display ads and landing pages and reach your ideal audience to convert them into customers.

When using display advertising, marketers face a number of different factors that they must combat in order to get their message heard. Sitecore identifies that many advertisers are faced with the common problem that they suffer from a high abandonment rate of their landing page, getting visitors to convert can be a challenge.

However, many of these hurdles can be overcome through getting the design for display ads and landing pages right. We show you how to get it right ever time by using the tips below.

1. Size, placement and mobile optimisation

New york times above the fold

The space above the red line demonstrates the ‘above the fold’ area, a favoured position for display ads (Image credit).

The size and placement of your display ad can have an effect on how often they are viewed and therefore the click-through rate. Above the fold is always good placement, as it means that the visitor will instantly see your ad when arriving on the page without needing to scroll down the page.

When it comes to choosing which sizes to build your display ads in you can either choose a variety of different sizes, or you can simply choose the sizes that have shown to have the highest click-through rates.

It is paramount that your display advertising creatives are optimised for mobile so that they display correctly regardless of the screen they appear on. With BannerFlow, building banners that are mobile responsive can be done very easily with the click of a button.

To optimise landing pages, it is important that these are mobile responsive for two reasons. Firstly, for usability. Some visitors will arrive on your landing page using mobile devices, so it is essential that you create a great user experience for them as this will help raise conversion rates. Secondly, it is important for your landing page’s ranking on Google that it is optimised for mobile. Google rewards websites that are mobile friendly with higher rankings, so keep this in mind.

2. Graphical elements

The use of images and graphics in your display ads and landing pages are important. First and foremost your graphical and image choices should be relevant what you are offering in your campaign.

Basecamp landing page with man illustration and form

This landing page from Basecamp cleverly uses graphics to draw attention to the submission form (image credit)

The use of human faces is proven to convert well, especially if the person is looking at or pointing to the call to action as shown in the example above. If you are using retargeting display advertising campaigns, using the products which the visitor was looking at on their previous visit can be a great way to insert some familiarity into your display ads and build ads that are truly relevant to the viewer.

Zappos shoe e-commerce banner ad

Example of a retargeting display ad showing images of relevant products to the viewer

By incorporating your brand logo in the display ads, you can develop trust and familiarity to the viewer – they know that they are going to receive quality when they click through and will experience more engagement with your brand rather than just your product or service.

As with your display advertisements, the image and graphic elements used in your landing pages can help or hinder conversions. Use the same themes within your display ads and landing pages for a sense of continuity. Also, think to include images of your product or service to help entice the visitor and give them a taste of what they are going to get when they submit the form on your landing page.

3. Colour

colour emotion guide infographic

Colour can influence how we perceive brands (image credit)

Colour is an incredibly important factor in marketing and influences the way that we perceive a brand and a product. Colour psychology is something that marketers use in order to market products, services, and brands more effectively. On a most basic level, colour can have a positive or negative effect on how we perceive something. The diagram below is a good summary of how colour affects us and how we feel about a brand. It is, therefore, possible to optimise display ads and landing pages by creating the message that you want to portray using colour you can catch the attention of viewers and encourage them to click-through.

4. Strong call-to-action

StumbleUpon banner ad example

The red button stands out from the rest of the display ad making it eye-catching

They can make or break your campaign, so make sure that you have an effective CTA in both your display ads and on your landing page. You should consider two different elements in your CTA: design and copy. For the design of the CTA, create a button that is irresistibly clickable rather than simply using text. By building a button that stands out from the rest of your display ad or landing page so that people know exactly where to click!

Secondly, the copy used for your CTA is important. Keep it short and make it clear what will happen when the person clicks on the display ad or submits a form on your landing page.

5. Killer copy

Evernote remember everything landing page example

The copy on this Landing page from Evernote is short yet it speaks to its target group: busy individuals who have a lot to remember (image credit)

As well as your chosen CTA, the copy that you use on your display ads and landing page is important too.

For display ad creatives, remember that you are working with a limited space and you therefore have to capture the attention of the viewer within a couple of seconds. Aim to keep your text short, convincing and to the point.

Landing pages give you a greater opportunity to use text, however, this is no place to include dozens of paragraphs that make for a time consuming read. Break up any text that you include on your landing page into easy chunks that can be quickly scanned, providing the essential information that is needed by the visitor in order to help them convert into a customer or make them want to provide their contact details.

6. Relevance and focus

Advanced systems landing page example with form

This example landing page has removed all page navigations so that the visitor focuses on only what’s important (image credit)

Both your display ads and landing pages should be relevant and focused in order to optimise conversions.

The not-so-secret secret to building display ads that really convert is to make sure that they are relevant to the different types of people who make up your target audience. We can immediately see this from data showing that targeted campaigns are more successful at driving traffic than ads that are not targeted. Creating relevant advertising means that you need to create a variety of different display ad creatives to target different types of people, as there is simply no ‘one size fits all’ approach to display advertising.

Your landing page should have a clear focus with one goal: to convert the anonymous person into an identifiable prospect. Most websites have a lot of links and menu bars – plenty to distract the visitor to leave the landing page before converting. Therefore, to avoid distraction, give your landing page a focus. Strip the page of navigation bars and other things that might lead the user away.

7. Focus on benefits

When marketing a product or service, focus on the value that customers get rather than simply writing a list of features that you have to offer. Optimise your display ad campaigns and landing pages by focusing on the benefits and worth that you offer.

Ensure that the display advertising creative design focuses on one value proposition that is relevant to your target audience. This will enable you to use the space effectively rather than trying to cram as much information as possible into your ad.

On your landing page you have more space to present the different benefits that your customers experience from your product. You can even match this up with testimonials to give your brand and product social proof and build trust with your future customers.

8. Add an offer

Include an offer on your display ad and landing page that your target audience will see value in and are willing to get it in exchange for opting-in to your list. This offer might be a free trial or exclusive content that is relevant to your target audience. You can even think outside the box by offering a competition or giveaway. Remember that the offer on your display ad should be the same one that is offered on your landing page in order to prevent confusion and give a sense of continuity.

Final Thoughts

Through using display ads and landing pages in conjunction with one another you can help to convert traffic more effectively. However, in order for you to make the most of your marketing efforts, it is essential that you optimise your display ads and landing pages by:

  • Using ideal size, placemen,t and mobile optimisation to increase conversions;
  • Incorporate relevant graphical elements into your designs;
  • Consider how colour can affect a buyer’s perception;
  • Come up with a strong call to action that will drive traffic to convert;
  • Use killer copy to maximise effect;
  • Build display ads and landing pages which are relevant and focused;
  • Add an enticing offer to you campaigns that will appeal to your target audience.
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