One of the key elements for any online business is traffic. You hear it time and again from webmasters that continually work to increase the traffic to their website. There is no doubt that traffic is important, but this post will explore how to work that traffic for better conversions once they arrive.
After all, what good is all that traffic if it does not convert?
An often overlooked way to increase the conversion of traffic into the desired action is to make landing pages relevant to what the visitor expects to see when they arrive on site.
As an example if you are an online store and running a banner ad on a related site for a sale on widgets. The mistake that is so frequently made is to direct that banner ad to your home page.
The visitor that clicked on that banner ad for widgets is coming to your site to see widgets. The only reason that you should direct the traffic to the front page is if it is filled with an assortment of widgets. Otherwise direct the banner ad to the page within your site featuring your assortment of widgets.
The risk that you run when you do not give the visitor what they are expecting is they will immediately leave. We are in a world that demands immidiate gratification and when visitors arrive we should do our best to meet or exceed their expectations. In this case we achieve that by having widgets waiting for them so they can quickly select the product and make the purchase.
If you make them search around through several other pages of your website you are really not serving the needs of your customers. Market efficiently and direct potential clients to what they desire to increase your traffic conversion.
December 7th, 2007 at 11:09 am
very good tips. I’ve struggled with landing pages in the past, but I’ve finally got a good formula, and your ideas are a big part of that. Thanks.