A great rule of thumb when setting up and organizing categories within your site is to think of each and every category as a separate landing page. As Wikipedia notes, a landing page is a “specific web page that a visitor ultimately reaches after clicking a link or advertisement.” Advertisements should be targeted and relevant to what that searcher is looking for, and the page they are led to should carry on that relevancy. When site visitors click on a particular category name, have that category become an advertisement for the items located there. Use category pages to offer products, promotions and information pertinent to those particular items.
First and foremost, properly separate each of the categories and sub-categories within your site to break down particular items. The more specific and targeted your categories are, the easier it will be for your customers to find specific products- and the easier it will be for you to find pages to lead your ad campaigns to.
If a PPC ad is enticing enough to make the searcher take the time to click on it, use the page they are being led to, to further entice their interest. For example, let’s say I go to Google and type in “100% pure organic kona coffee beans” and the following advertisement is displayed:
100% Kona Beans
Pure Organic Coffee Beans,
10% Off, Buy Yours Now!
Then once I click on the ad, I am led to a page that not only contains that particular item, but also re-iterates the promotion (10% Off All Kona Beans Here!), and offers information on the kona bean itself (why that bean is organic, that it is hand-picked, what makes it pure, what makes it the better than the rest, etc.). Viola- not only has my search pulled up a relevant ad, but clicking on that ad has led to a page that reiterates the reason I clicked on it in the first place! It also offers additional information to further tickle my fancy. What could stop me from buying now?
The likeliness of a conversion is much greater if a searcher is led to a specific, targeted and relevant page rather than a general category like “coffee beans”. So, make each of your categories and subcategories targeted and relevant. Remember that searchers are looking for what they want, and they want it now. They’ve already searched and clicked on an ad for that item, why should they have to search for it again? Having to hunt around a page to find a particular item they’ve already searched for will force the searcher to lose interest quickly. And remember, your competitor is always just a click away.
And if you’re interested in learning more about landing pages, check out our other posts on how you can optimize your landing pages and boost your conversion rates.
-Stacie Leonard, Volusion