I meet with clients all of the time who say "Pay per click doesn't work for us". As we chat, I usually discover that they made an attempt at self-managing the campaign (not a bad thing, in and of itself), and then the damning information comes out: the destination URL (where visitors go when they click your ad) was the homepage of their main website.
To understand why that's such a deal breaker, we not only need to understand the psychology that drives our Web browsing but also what is at the base of all human drive. According to Aristotle "happiness is the meaning and purpose of life," so people's pursuit of happiness will drive all aspects of their life including Web browsing.
How do you apply the psychology of happiness to your landing page?
To create a high-converting landing page you will need to align your page with your prospect's desire to find happiness.
People are happy when:
If you understand that people are driven by their desire to find happiness and apply it to Web browsing and your landing page, your PPC campaign will not fail.