The Search Marketing Advisor Newsletter Article: February 2007, Volume 6, Issue 2
Destination: Landing Page
by Jacqueline Gill, Paid Search Specialist, iProspect
When I go on vacation, I have one thing on my mind – getting to my destination and enjoying a little rest and relaxation. Although a plane ride may not last long, most people who are traveling for leisure want the plane to land as soon as possible so that they can get to the beach.
Similarly, when “Bob,” an Internet user who is searching for a pair of cowboy boots in Google, queries the phrase, “men’s leather cowboy boots,” he hopes to quickly land on a Web page that provides exactly that for which he is looking. He’s invested the effort by querying the search term and clicking on a sponsored listing. Now it’s up to you, the advertiser, to give him what he wants. You are Bob’s destination.
Your Home Page is Not Always the Best Option
Unless Bob is searching on your company name or a broad search relevant to your service or product offering, the home page will rarely satisfy his query. The more specific the content is to a his query, the fewer steps he has to take to find what he wants, the more likely he is to convert. If Bob is specifically looking for leather cowboy boots, he doesn’t want to click to a home page called, “Walter’s World of Shoes,” only to have to navigate his way through belts, watches, loafers and sandals to reach his destination – cowboy boots.
First, Focus On Your Ad Copy
Your ad copy should be consistent with what your landing page provides. This will filter out unwanted traffic before the ad is even clicked. Furthermore, the ad copy is the perfect place to state special offers that may be available on your site. By utilizing the keyword search phrase in the title and/or description and clearly stating your offerings, users will recognize that you provide what they are seeking.
Be Consistent With Specials Offers and Benefits
If you provide special offers such as free shipping or are holding a clearance sale, and you state this fact in your ad copy, it’s also a good idea to prominently display these offers on the landing page. They may be the piece that makes Bob decide to purchase a product as opposed to searching for a better deal elsewhere.
Give the User What They Ask For
For the search phrase, “girl’s ski jacket,” a user should be brought to a landing page that provides exactly that – a selection of girl’s ski jackets. Although this query does not state an exact brand of ski jackets, it is targeted to a specific gender and age group. If users land on a page that displays every jacket your company offers, they will most likely go elsewhere. Since they have already specified their intentions before they arrive at your site, you owe it to them to provide the most relevant information possible.
Don’t Be Too Specific if the Search is Broad
There are times when specificity is not the best choice. For example, for the search query, “leather boots,” a landing page that only offers men’s leather cowboy boots will not satisfy the query of a user looking for women’s leather dress boots. In this case, a page that provides a variety of boots your company carries could drive more conversions.
Close the Deal
The easier and clearer your site’s “conversion action” is, the more likely it is that a visitor to your site will convert. Your landing page should be the beginning of the conversion process or provide distinct messaging to drive the user to the conversion page. For example, if you provide a free quote for health insurance, clearly display, “Click Here For Free Quote,” on your landing page. The easier your conversion process is, the less likely the user is to drop off part way through.
When the keywords, ad copy and landing page selection are in agreement, the more likely you are to have a high conversion rate. Let your landing page be the perfect destination for the “Bobs” of the world.
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