Landing Page
Google are a little tight-lipped about exactly what makes a good landing page, and indeed website, in terms of their relevancy factor, the Quality Score.
They do, however, offer the following guidelines:
- Use a page that contains relevant and accurate information about your product or service.
- Distinguish advertising from the rest of the content on your site.
- Don’t ask users to register without telling them what they’ll get.
- Have unique content – don’t just copy content from other websites.
- Users should be able to find what your advert promises quickly and easily.
- Be open and honest about what your business is/does (about us page).
- If you are collecting personal information, explain what you intend to do with it (privacy policy page).
- Keep the navigation on your website simple.
- Provide a simple process for purchasing from your site.
- Avoid pop-ups, fiddling around with the back-button and other ‘obtrusive elements’.
To be honest, most of these are good practice anyway, and will build up trust with your visitors, as well as with Google.
One of the points there was a simple purchasing process. This is also critical from a conversion rate perspective – confuse visitors, or make them work hard to buy things, and they’ll go next door.
You should tailor your landing page to what people are searching for. In the digital cameras example, if somebody was searching for Sony Cyber-Shot DSC-T100S, then a good landing page would have
- A good quality picture of this product
- Bullet points with the major selling points of the productT
- Technical information available, but not too obtrusive
- Cross-sells like a case, and batteries
- Product reviews (again, not too obtrusive)
- A clear price and call to action (Buy) button visible without scrolling down the page.
On the other hand, if somebody was just searching for a Sony Cyber-Shot, then your landing page would ideally be a bit different. They don’t necessarily know which product they want, so a comparison page, or failing that a thumbnail page would be appropriate. It should contain
- A list of all of the appropriate products
- Prices and product attributes for comparison
- A small editorial, explaining why the user should consider each.
- Product reviews
Given all of this information, visitors will be more likely to make a decision whilst on your site, and buy from you, rather than looking at other sites.
Page last updated by Steve Baker on May 11, 2008 at 7:07 pm.
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