A landing page, simply put, is any page that gets traffic from anywhere other than the same pages on your site — hence the name landing.
It’s most commonly associated with pay-per-click ads like Google Adwords, where you can drive traffic to a specific URL that has been designed to receive those visitors.
The problem with most landing pages is that they’re created around broad categories like “jeans” instead of being more specifically focused like “women’s skinny jeans” or “juniors boot-cut jeans”.
These days, people intuitively understand that when searching the web, the site whose description most closely matches their search is likely to be the winner.
And when you’re paying for clicks — you’re losing money every time a customer goes elsewhere.
Does Keyword Relevancy Matter?
You may think that once you’ve caught the user’s attention (and their click) with a highly targeted ad — that your job is done.
Retailer California Closets wanted to test this theory out for themselves.
Would an ad-specific landing page outperform a more generic one?
Although it’s unclear what the original ad text was, one could theorize that it was “get organized” — which then leads people directly into the site with organization tips and products.
The ad-specific… Read More