Learn how to use focus ratio to increase the conversion rate of your Google AdWords landing pages, as well as how to avoid page leaking.
On a landing page, focus ratio refers to the number of links on the page as compared to the number of conversion goals.
Ideally, your focus ratio should always be 1:1, meaning there’s only one link for a user to click on your Google AdWords landing page. Your call-to-action should be the link that achieves your conversion goal.
For example, the home page for most websites has multiple links. On average, the home page for a company’s website will have at least 14 links that send users to different pages on their website like an “about" page or “product” page. Given that scenario, the focus ratio for a home page like that would be 14:1, which is okay, because the homepage of your website serves a different purpose.
However, for your Google AdWords landing page, it’s extremely important to keep their focus locked in on your main offer and your single call-to-action. Your goal here is to avoid any page leaking.
Page leaking is when you have too many external links (or leaks) that lead visitors off your landing page or away from your conversion goal. When sending traffic from your Google ad to your Google AdWords landing page, you need to make sure your page has only one focus point that drives visitors to do complete your one call-to-action.
For example, if you build a landing page for an event, you wouldn’t want to include a link to the venue’s website. Why? Because once the visitor click on that link, they are gone and may not return to complete the call-to-action which is sign-up for your event.
It’s better to have the user complete the CTA and then direct them to a thank you page that gives them more information about your event.
Keying in on the focus ratio is one of the best ways to optimize your Google AdWords landing page. If your landing page is designed to push visitors to fill out a form, then don’t include any links that takes the user to another web page before they complete that form.
Use the focus ratio principle as a guideline for how to structure the content on your landing page, and remove any links that don’t drive visitors towards your conversion goal.
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