Off-Market Google Ads Tip - Bad Google Ad Landing Page Experience - pt 2

[Yogev Lifchin]

The purpose of a landing page is to quickly and effectively convince a person who is genuinely considering selling their house at a discount to leave their contact details so your acquisition agent can reach out to them.

Anything that hinders this process will ultimately LOSE you money. That brings me to my next bad landing page (LP) breakdown—there’s a lot to unpack here.

What I’m showing you here is a simple “load speed time” analysis of a PPC advertiser landing page.

The basic industry rule of thumb is that A load time of 1-3 seconds is considered good, where the less is better. And vice versa - that the longer it takes, the less likely the visitor will stick around. I’d even argue that anything over 2 seconds is too long.

But…

just take a look at this landing page analysis…. If it fails to load within that 1-3 second window You don’t need a master’s degree or a Google certification to understand that this page is bleeding money for its owner.

We’ve discussed how 1-3 seconds is the ideal load time, but what happens when it exceeds 3 seconds? What if it’s over 4?? or 5 seconds!?!??

I think that you can answer this yourself by now.

To add "insult to injury," as mentioned in the previous landing page analysis, the actual lead form is placed below the “fold,” which further hurts the conversion rate.

I don’t know this advertiser personally, but I would be highly skeptical of their results. If they are satisfactory, implementing the changes I’ve suggested could take them from “good” to “excellent.”

Conclusion: If you’re advertising on Google, make sure your landing page is always up, running, and fast. We don’t have the luxury of letting visitors wait for a page to load because they will simply hit the back button after you’ve already paid Google $10-$30 for that click (and maybe even more!).

And I’d like to ask you:

Have you ever checked your LP’s speed loading time?