Unique landing pages for online ads and email promotions are a key component of an ecommerce marketing strategy. Many retailers often assume that the best place to link ads is to their home pages. It is generally the most visually appealing page in a site and a place where consumers will find all the products on sale. This assumption is incorrect.
The best place to land after clicking on an ad is a page that is highly relevant to that ad. If your prospects land on a relevant page, they are more likely to browse the contents or the other pages in that website. Conversion rates from prospects to leads on highly personalized landing pages are generally much higher than generic pages and home pages.
Elements of Effective Landing Pages
There are many ways to ensure the landing page is relevant to an ad. Firstly, if you are targeting specific keywords, be sure that the landing page displays those keywords prominently. Also, the products you display must be related to the keywords. For example, if you are targeting the keywords “Nikon camera”, the landing page should be your Nikon camera page and displaying only Nikon cameras.
Your conversion rates will be higher and also in many cases your cost per click will be lower, as Google may see that your page has a higher quality score versus against a competitor that takes consumers to a generic or home page. The cost per click is determined by a combination of your bid and the quality score. The higher the quality score, the lower the cost per click.
Typically in any promotion, your ultimate goal is presumably to make the sale. Continuing the example of “Nikon camera”, if you make a search on Google and randomly choose a website, you may find some websites that will direct you to their home pages, “Digital Camera” page, “cameras” page, etc. This is immediately a bad marketing strategy, as it takes the consumer away from the products they are searching for. They might find other types of cameras, cameras from other brands, and even an expensive camera which is not a good tactic. The chances of a consumer leaving the website are higher.
You may also find websites that land on the “Nikon camera” search results page. However, you may not really be in the Nikon category in that store. For example, if you decide to filter the results by price, you would then see all the cameras of that price and not just Nikon cameras. This website may have a better landing page, but it is not quite accurate yet.
Secondly, if your promotions are via email or display, be sure that the visual appearance of your ad is similar with your landing page. Use the same elements, graphics, and terminology in that page. For example, a well-designed apparel landing page would have the same model, the same clothes, and occasionally the same picture as the ad. You would not want to display other items or let the consumers search for the initial product they are looking for.
As a summary, be sure to use proper and accurate landing pages for all your promotions and ads. You would want to optimize on your investment for the ads you are paying for, by making the consumers experiences easier and thus, closing the sale.
Landing Page Basics
Unique landing pages for online ads and email promotions are a key component of an ecommerce marketing strategy. Many retailers often assume that the best place to link ads is to their home pages. It is generally the most visually appealing page in a site and a place where consumers will find all the products on sale. This assumption is incorrect.
The best place to land after clicking on an ad is a page that is highly relevant to that ad. If your prospects land on a relevant page, they are more likely to browse the contents or the other pages in that website. Conversion rates from prospects to leads on highly personalized landing pages are generally much higher than generic pages and home pages.
Elements of Effective Landing Pages
There are many ways to ensure the landing page is relevant to an ad. Firstly, if you are targeting specific keywords, be sure that the landing page displays those keywords prominently. Also, the products you display must be related to the keywords. For example, if you are targeting the keywords “Nikon camera”, the landing page should be your Nikon camera page and displaying only Nikon cameras.
Your conversion rates will be higher and also in many cases your cost per click will be lower, as Google may see that your page has a higher quality score versus against a competitor that takes consumers to a generic or home page. The cost per click is determined by a combination of your bid and the quality score. The higher the quality score, the lower the cost per click.
Typically in any promotion, your ultimate goal is presumably to make the sale. Continuing the example of “Nikon camera”, if you make a search on Google and randomly choose a website, you may find some websites that will direct you to their home pages, “Digital Camera” page, “cameras” page, etc. This is immediately a bad marketing strategy, as it takes the consumer away from the products they are searching for. They might find other types of cameras, cameras from other brands, and even an expensive camera which is not a good tactic. The chances of a consumer leaving the website are higher.
You may also find websites that land on the “Nikon camera” search results page. However, you may not really be in the Nikon category in that store. For example, if you decide to filter the results by price, you would then see all the cameras of that price and not just Nikon cameras. This website may have a better landing page, but it is not quite accurate yet.
Secondly, if your promotions are via email or display, be sure that the visual appearance of your ad is similar with your landing page. Use the same elements, graphics, and terminology in that page. For example, a well-designed apparel landing page would have the same model, the same clothes, and occasionally the same picture as the ad. You would not want to display other items or let the consumers search for the initial product they are looking for.
As a summary, be sure to use proper and accurate landing pages for all your promotions and ads. You would want to optimize on your investment for the ads you are paying for, by making the consumers experiences easier and thus, closing the sale.