How to Improve Landing Page Performance for E-commerce Marketing

Undertaking any new advertising campaign should also entail the optimization of your landing pages. These pages need to be set up primarily to convert the visitors that your advertising generates. No matter the method of marketing or advertising you use, even offline advertising, you should have a clear understanding of the visitors that it will produce.

The first step to landing page optimization is getting to know the resulting visitors. With paid search and even organic search you should have a good level of knowledge of the keywords that those visitors have used to visit your site. Consider whether the keywords and your campaign in general is geographically targeted, whether it will lead to visitors that want more information or are ready to start the buying process, and their general demographics. The more information you can determine about your new visitors, the more effective your landing page can be.

The landing page should be optimized

so that it is relevant to these visitors. Page relevancy is always a popular topic. The more relevant a page is to its visitors, the more targeted those visitors will be, and the more targeted a visit is, the more likely they will convert and perform your desired action. Including keywords is a part of page relevancy but generally matching all of the page content to the needs of your visitors is vital.

If you promise information in the advertising link then you should provide that information. In contrast, if an advertisement implies that your visitor will be taken to a purchase page, then that is where they should be taken. Most searches are done by surfers looking for information on a topic – this may or may not lead to an immediate purchase. By providing the information that a visitor is looking for it provides you with the opportunity to increase brand awareness, and even make an immediate sale.

A Unique Selling Proposition (USP)

is what makes you stand out from your competition. It’s the reason that your visitors should choose you over any other site. It’s also one of the most powerful conversion tools you have available to you. Many websites do not include their USP because they have yet to identify it – virtually every website and every company has a USP and promoting it early or prominently in the content of your site will help to increase conversion rates.

The landing page is as important as the advertising itself. Poor landing page performance essentially means wasted advertising revenue while optimized pages can mean excellent sales levels and highly profitable marketing campaigns.