Update: Read our 10 Best Practices for Landing Page Optimization post.
Remember those “Where’s Waldo “ books as a kid? Waldo was strategically placed in a location that was difficult to find! While finding Waldo was a fun challenge, we’re now in a fast-paced digital age where we expect the things we’re looking to find us. If they don’t find us, they should be easily found with little or no effort.
Many consumers who search for a specific product online and click on the results are directed to a homepage, which contains no information about the specific product searched. What’s even worse is when the consumer lands on your homepage and it takes 2, 3 or 4+ clicks to find what they’re actually looking for.
Each additional click significantly increases your bounce rate. This means consumers who are ready to buy your product are leaving. This is why it’s so important to ensure that when someone searches for something your company offers they can find it in one click.
For example, when someone searches for a specific product, such a Dell Computer XPS, the search result they click on should lead them directly to a Dell Computer XPS product page. They should not be directed to the Dell homepage.
An effective internet marketing strategy I employ for clients is to develop optimized landing pages specific to each product or service they sell. The optimized landing pages go hand-in-hand with the entire website design process and play an integral role in tracking your success, decreasing bounce rates and increasing conversion.