Amber writes in with the following question:
“I was just wondering whether you could provide me with just some brief stats on expected response rates/conversions from a campaign directing them to a specific landing page as opposed to a homepage/product page on a website?”
My answer follows:
It would be tough to generalize that landing pages would improve your conversion rate because landing page design, which is a discipline all it’s own, affects conversion rate immensely.
One factor to consider is where the landing page receives traffic from. You’d have different content for Google Adwords landing pages than you might for other ads you might run (say for instance, landing pages for e-mail marketing campaigns). I would also recommend having different landing pages for each of your Google Adwords campaigns.
The key to improving your conversion rate is to give the person browsing your website information that is extremely relevant to the information they were seeking before visiting your site. Combine that with sound graphic design principles and your landing pages will certainly convert customers better than a homepage would.
One last note — sending search engine traffic to a product page can be an excellent tactic when their search specifically describes the product that you’re selling. In this case, the product page should act as a landing page.
Thanks for the question, Amber.
