E-Commerce Link The Other Half of the Equation
Your landing page often provides the shopper with her first impression of your site, frequently serving as an introduction to your company or products. Even existing customers may not fully understand the depth and breadth of your assortment or expansion into various categories or styles. This is your chance to make a big splash, and grab and keep their attention. And, since the page they click to may be deep within the site, it's important to bring brand positioning and promotions to the fore whenever possible.
Imagine a positive retail shopping experience in which a salesperson takes a couple moments to point you in the direction you want to go, and in which the displays are designed and stocked to intuitively help you find what you want. A good landing page should do the same. Shoppers' initial interest should be rewarded with something highly relevant, while ancillary messages and offers should pull them deeper into the site. Make sure your ads work similarly to window displays, and that your landing pages are expressly designed to welcome customers as they "walk through the door."
There is no way any one company could ever build customized landing pages for every search term or ad, so start small, with a targeted landing page for a few of your most important search terms, e-mail campaigns or online ads. Track results and build from there, as your resources permit. Think in terms of campaigns. Since campaigns are constructed around key themes, product groups and messages, they make the right landing page easier to conceive and execute.u
Landing Page Principles to Remember
- Click continuity. Marry landing pages to search terms, banner ad messaging and imaging.
- Brand reinforcement. This is your opportunity to tell or remind shoppers who you are and why they should buy. Showcase your brand and offer.