Most ecommerce sites today use a product page or a category page on a site that looks something like the image below.
The page works fine if shoppers already know about your company. However, if you’ve attracted new shoppers, you’re missing a big opportunity to show shoppers how relevant your site is for them. Now look at this image.
This new page:
- Welcomes shoppers to the site,
- Recognizes where the shopper navigated from (i.e., Welcome Yahoo Shopper), and
- Most importantly, it repeats the keyword that they searched for (i.e., stable blankets).
We’ve seen landing pages like this one cut the bounce rate—the percentage of shoppers who leave after viewing only the landing page on a site—in half. In addition, it has lead to a 30 to 40 percent increase in conversion rates.
As I showed in the last post, one key to growing sales on your site is increased new customer acquisition. How much more effective would your paid search campaigns be if your conversion rates increased by 30 to 40 percent?
Could you bid into a higher position on the search page and, thereby, increase your new customer acquisition online? Could you add search terms that were previously not profitable for you? More importantly, in this economy can you afford to leave an opportunity like this on the table?
