An internet marketing initiative consists of many different components, which are all critical to a successful and effective campaign. For example: using the best keywords to describe your products and/or services, creating compelling and creative ad copy which stands out, and ultimately, selecting the most appropriate landing page to send a searcher to. Seems simple enough, right?
In most cases, many of my clients prefer to send all of their visitors to the home page of their site. This is not the best solution in terms of conversions, and here is why. For an Ecommerce site, you want to make it as easy as possible for someone to take advantage of your products/services. If your site is for lead generation purposes, you also want to make it simple for the intended action item (request more information, download a whitepaper, sign up for a newsletter, etc.) to take place. By sending visitors to the home page, you are “sort of assuming” that they will get to the page you want them to visit. So now you might be asking yourself, what is the best solution?
The average e-commerce site conversion rate is typically between 1-3%. On the other hand, for a lead generation site, an average conversion rate is 10-12%. Attracting traffic to your website may not be that difficult, however, the tricky part is converting that traffic. The key to more conversions is the design and usability of your landing page.
Many companies can increase their conversions by experimenting with the landing pages that they are using to get their visitors to convert. Google recently came out with Website Optimizer, which helps online marketers increase visitor conversion rates and overall visitor satisfaction by continually testing different combinations of site content. Site content includes the headline, offer, lead, benefits, images, and the overall look and feel of your site.
In a recent blog post, Yahoo provided some pointers on how search marketers can capitalize on the growth of online shopping during the holidays. Citing a study by comScore, they noted that online consumer spending grew from $19.6 billion in 2005 to $24.4 billion in 2006, a 26% increase. This is astonishing growth, and there is no indication that the upward trend will plateau or decline any time soon. In fact, all the numbers in consumer behavior studies seem to indicate that this year is going to be more profitable than last. This should be highly motivating for online retailers. Recognizing this, Yahoo has offered some suggestions for how the online advertiser can capitalize on this trend to make the most of the opportunity.