Whether your advertising streams concentrate on PPC, SEO, newsletter advertising, or a combination of these and any other advertising models, the landing page is one of the most important factors to consider. Primarily, the landing page needs to closely match your visitors’ requirements but it also needs to be set up to convert and persuade those visitors to take the desired action. A desired action can be anything from signing up for a free newsletter or offer to making a purchase - a landing page should lead visitors towards this conclusion.
Meeting Visitors’ Needs Through Page Relevancy
The landing page needs to be relevant to those that visit it. This means researching your visitors and, specifically, what they are looking for. Search engine visitors can be more difficult to read, especially if they have arrived via a long-tail or non targeted keyword. However, the inclusion of SEO and PPC keywords identifies to the visitor that they are on the right page and that the page offers the information they want.
Page relevance has been mentioned within various Internet marketing discussions, and it’s important in landing optimization too. The landing page has to be as relevant as possible to the ad or link that directed a user to that page. When setting up PPC ads, banner ads, and article ads, this should be a simple concept. You know the keywords and you know the content of the ad that led your visitors to that page.
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Tags: ecommerce marketing
