Nail the Landing
Don’t get too clever with techniques that increase clickthrough rates but hinder conversions. Keyword insertion is a great example. Imagine you have a site that sells pencils. To make your paid-search ad more relevant, you turn on keyword insertion so the phrase someone searched for is included in your ad. But consider this scenario: A shopper searches for “red pencil,” and as a result of keyword insertion, your ad is the only one on the page that includes the phrase “red pencil.” Your clickthrough rate goes through the roof. Your landing page, though, focuses just on pencils, not red pencils. So you increased clickthrough but killed conversion.
Finally, if your site has advanced capabilities or you’re thinking of adding features to your site, here are two more tricks to try:
1. Add product recommendations. Software companies such as richrelevance allow e-commerce sites to collect and make product recommendations, such as “people who searched for this term eventually bought these products.” You can increase conversions by incorporating several different recommendation strategies onto your landing pages.
2. Personalized landing pages. Use modeling to determine what other products a customer might be interested in buying from you next. You can drive traffic to a personalized landing page either from a URL in your catalog or from an e-mail.
Larry Kavanagh is founder and CEO of DMinSite, a provider of search, e-commerce and e-mail solutions for multichannel merchants. You can reach him at (859) 547-5501 or firstname.lastname@example.org.