Effective landing pages should be usable, accessible and persuasive, while fostering  trust in the brand. This chapter looks at best practice for creating landing pages in order to improve the user experience and increase conversion rates. It covers:

  • Best practice: Covering layout and functionality, what 12 guidelines should advertisers follow in order to create landing pages that deliver a great customer experience?
  • Trust: Which factors influence trust in an online brand, and what techniques can be employed to build positive audience sentiment?
  • Quality Score: How can advertisers ensure their landing pages are optimised for Google’s Quality Score by focusing on relevancy, trustworthiness, navigation and reliability?