If you are using any kind of pay per click program to drive traffic to your ecommerce website, you naturally want to get the most sales for your clicks. Your pay per click (or PPC) landing pages are an integral part of keeping the traffic that you are paying for.
We are not going to discuss issues like button sizes and color; these are important, but they are no different on a landing page than on any other page in your website. You will have to experiment to see which work best for your market. Instead, we are going to talk about things that are specific to your PPC landing pages. Here are a few of these unique considerations.
- Begin with PPC keywords that are not paying off. If a landing page is working, leave it alone for the time being. Your first concern should be those that seem to be a waste of money. If there are no obvious issues with the keywords, then the landing page must be the problem. Use these as an experimental laboratory for your newly revamped landing page strategy. If it proves successful, you can begin to modify more successful pages.
- Understand the customer’s intent. The wording and other specifics of the ad that leads the customer to click are very important. They give you a hint as to what the customer is really looking for. Echo this wording in the landing page for that ad and make sure that the tone is stylistically the same.
- Be specific. If your customers click on an ad for a specific product, take them to a specialized landing page, not a general one. It does not have to be a product page, but it needs to apply especially to your PPC ad.
- Offer value. Your customers need to understand at a glance exactly why they should buy your product, and why they should buy it right now. Do not make your landing pages general information hubs; include a good reason to buy and the opportunity to do so. Make these unique to your ecommerce website; remember that you don’t just want the consumer to buy, but to buy from you.
- Avoid clutter. This is not the place to cross-sell, market other products or display ads. Your visitors should be able to immediately see what they are looking for and make the purchase quickly.
- If all else fails, look at the campaign itself. If even the best landing page is not creating sales, there are probably issues with the campaign or the keywords themselves. Make corrections where necessary, and don’t be afraid to stop making an investment that is simply not paying off.
- Don’t be afraid of change. The market is constantly changing; your campaigns and landing pages need to change as well. Continue experimenting on a regular basis to find what works at that particular moment in time. Unfortunately, PPC campaigns are not a ‘set it and forget it’ proposition.