The Importance of Product Specific Landing Pages
When it comes to creating and using landing pages, there is a lot to be learned. It’s not enough to just create killer landing pages, you have to continually split test on your page layout and designs, but also how you can improve your overall conversions. One of the best ways to do this is through the use of product specific landing pages.
Let’s say you are running a pay per click ad campaign and you have a web site or affiliate offer for selling computers. In your ppc ad management area you are bidding on keywords like “cheap computers”, “apple computers”, “lenova computers” and “desktop computers”. Now all of these keywords have a wide range of traffic going towards them, but they are all different in nature. The last thing you would want to do is send all of your keyword specific search traffic to your main page or the same landing page. Instead you should be create product specific landing pages.
This will not only increase conversions, but it will make it that much easier for your potential customers to make a decision and get right into the buying process.
Search Keywords to Product Specific Landing Pages in Action
Let’s take a look at a big advertiser who is currently using this model for their ppc ad campaigns and landing pages.
If you perform a search for “lenova desktop” you will see a bunch of advertisers and premium listings. One of them is for TigerDirect which I highlighted below.
If you click on the link, you will then be sent to the TigerDirect web site. However, in the screenshot above you will see that the link to their site is for their main page, but when you click the link you are sent to a separate landing page which features just their Lenova products. This is the best way to delivery results right to the customer and improve conversions.
Amazon is another company that does this very well. It’s all about building a quality experience for the end user and giving them exactly what you want. The more choices you offer, the lower the conversions you are going to see. The top players in search and online shopping are building quality sites that keep people coming back for more, simply because they are offering exactly what the customer wants, while making it an easy process.
Building Out Your Own Landing Pages
Now that you understand the power and benefits of building product specific landing pages, make sure that you are currently implementing this plan in your advertising model. You’ve seen how it works with computer, but it can be applied to virtually any niche and product.
There are plenty of free landing page templates, link tracking and split testing tools available for you to play around with. No matter if you are a marketing newbie or a veteran, making the most out of your landing pages is key to finding long term success.