Spent the last two days delivering workshops to a mixture of different companies on Traffic Generation for websites. Covered the usual SEO bits and also went into more detail on Pay Per Click and Analytics.
What’s surprising is the number of business that spend money on Pay Per Click but do no optimisation for the landing page the advert goes to. Very often the norm is to send the user into the home page of the website.
Despite this people were still converting leads, but how much more could be accomplished by building a page that ties directly into what you’ve written on the advert. For example:
If I write an advert talking about free delivery or 30% off – I need to ensure that this is clearly shown in the page on which the advert lands. Not only does it keep the end user along a consistent path but it also improves the tie in between advert and landing page improving the quality score of the advert – making it rank higher in the lists.
Perhaps one of the worst examples was searching for Cheap Sunglasses – Clicked the Dior advert which suggest discounts and also passing into the eyewear specific section of the e-commerce website so I could purchase. Ended up looking at a handbag, a girl walking down the catwalk in a jacket – no shopping cart, no prices and no glasses in site – and to make it even worse the whole site was constructed in flash……
Perhaps we should be trying to improve on-line presence by sorting out some of the basic things first.
