Use specialized landing pages for your marketing campaigns to increase conversions and lower CPC costs
Have you advertised online or offline before? More than likely, you were expecting your potential customers to visit your website or look you up online to find you. While it’s great that you are advertising and you may have some success with those that were already going to buy, you may be wasting money.
When a user is directed to the homepage of your website, especially after clicking through from some type of marketing message or offer, if there is not an obvious message match — i.e. “Where do I go for the 20% product I just clicked an ad for” – you will lose visitors that may fall out of your “conversion funnel”. Conversions vary by website and industry, but most typically is a purchase, phone call, or contact form submission.
Not only is it beneficial for users to have a clear understanding of where to find things on your website to perform your intended action, but it can also save you money. When advertising with pay-per-click methods such as Google Adwords, the relevance of your ad’s landing page contributes to your “Quality Score”, which is combined with your bidding cost per click to calculate your actual cost per click. What this means is that you can rank higher in paid search results and pay less when you have a higher quality score – something that all campaigns should strive for.