E-Commerce Link The Other Half of the Equation
Good landing pages usually are focused enough so customers feel as if they've hit pay dirt right away, but they're not so focused that customers feel like they've missed the mark. It's not a good idea to direct shoppers to a page for a single product unless your ad is extremely specific.
A Lesson in Tradition
Good term selection, copy and design help ensure relevance and clicks from the right prospective buyers. However, once targeted users reach your landing page, you only have a few seconds to persuade them to stay there, so keep them confident and focused on their task by reinforcing the message that triggered their click. Therefore, the dominant message on the landing page should mirror what you put in your ad, including visual creative, colors, typefaces and of course, the copy itself. Seamless continuity between the ad and the page eliminates any chance of confusion and promotes trust.
Traditional advertisers have leveraged the concept of "impressions" for generations. Saying and showing the same message repeatedly, whether in print, radio, TV or in any combination, compounds message effectiveness and radically improves recognition and sales. The online medium, by its interactive nature, allows us to emulate and expand on this proven concept.
Don't Forget Brand Positioning
Back on Google and still looking for men's suits, I clicked on a paid listing for a vendor I had never heard of, and was hit with a page full of tiny thumbnails and a promise of low prices. There was no imagery or messaging designed to build trust or to educate me on the product line, customer service or reputation. I felt like I was at a bargain-basement store sorting through a pile of items I knew nothing about. I had been thrown too deeply into the site and was confronted by too many choices with no supporting information. My credit card stayed safely in my wallet.