Having a perfect ad with a lot of clicks is worthless without an appropriate landing page. After clicking, users will be redirected to your website (Landing Page) and in the end if it is not appealing enough they will leave without a conversion. Therefore, your website and especially your LP has to be designed in an appealing manner, and has to include the content, the customer was looking for (saw on the ad). In the following examples you can see some changes that have helped to improve the website’s CRs.
The improvement in this website has the aim to build trust, present the image of happy customers and be a less confusing website.
Sometimes small changes can play a big role. In this last example the rounded edges and the larger field worked out better for this advertiser.
To conclude, testing is crucial for a good optimization process. Only through testing you are able to conclude the preferences of your audience and make important decisions based on them. You make sure to keep yourself relevant and appealing for your customers.