A landing page bridges the gap between ad creative and your product or service. For Baidu feed campaigns, small tweaks regularly lift conversion rates by 15-30%.
The Big Wins
Load Speed Under 3 Seconds
Feed users scroll fast. If your page doesn't load instantly, they're gone. Host in China or use a CDN with China edge nodes.
Match the Creative's Promise
If your ad shows a "Free Quote," the landing page should prominently feature a quote form. Continuity = trust.
Single Clear Action
One primary CTA — fill the form, call now, download the brochure. More options = fewer conversions.
Trust Signals Front and Center
Client logos, certifications, years in business, industry awards. Feed users are in discovery mode — they need convincing.
Form Optimization
The biggest lever for most B2B landing pages:
- Limit to 3-4 fields. Name, company, email, phone. That's it. Every additional field drops completion rate.
- Mobile-friendly form design. Large input fields, proper keyboard types (number pad for phone), easy tap targets.
- Inline validation. Tell users immediately if their email format is wrong, not after they hit submit.
Testing Priorities
If you can only test one thing, test the headline. It's the first thing users see and has the biggest impact on perceived relevance.
After headline, test in this order:
- CTA button text and color
- Form field count and order
- Trust signal placement
- Page layout
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