Landing Pages
I’ve already told you what a good landing page needs. But sometimes, it’s not quite that simple. Suppose that you are selling digital cameras, as you were in the example earlier.Somebody who searches for digital cameras may have a range of technical knowledge - some will be familiar with all of the technical terms, whereas others will just know that they want something that takes pictures.
Each of these visitors would probably look for different things on your website. A less technical person may want a guide, to tell them what to look for in a digital camera, and whether they really need the different features, whereas a more technical person may prefer to see the products with simply stated features, without being lectured on things they already know.
But both are searching for the same term, so both will land on the same page. Should you land them on a guide to buying digital cameras, or a thumbnail page?
The correct solution here would probably be to test different landing pages, and see which one works better. Adwords has the facility to let you run different adverts at the same time - in this case, the adverts would have the same text, but with different target URL’s.
For more advanced tests, Adwords has a brand new tool called Website Optimiser. To directly quote Google:
Website Optimizer works by testing different versions of the content on your live site to see what will lead to the highest conversion rates. You provide us with the original content of your site and the different variations of that you’d like to try out. We run an experiment on a portion of your site traffic using those variations, to see the effect of each variation on your conversion rate. When we’ve collected sufficient data, we’ll provide you with a full report of our findings that can help you determine what changes to make to your site.
How effective this is remains to be seen. Google is constantly trying new ideas, some of which work, others don’t. It’s one of the main positives about Adwords - they are always looking to improve it.
Page last updated by Steve Baker on May 11, 2008 at 7:08 pm.
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