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Test Various Landing PagesThe goal of your SEM ads is to induce a user to click and visit your website. But what users see when they get to your site – the landing page – is what makes the difference between making a sale and hitting the “back” button. The closer the relationship between your creative copy and the page it leads it to, the more likely it is that the user will find the content relevant and will take the action you want them to take.
But there may be several pages that are relevant to your ads, and by testing different landing pages with different ads, you can discover which landing page is the most effective. Which creates more conversions: landing on the homepage, or landing on a product description page? You’ll never know for sure unless you try. Make the path from landing page to desired action as simple and as short as possible, but make sure your landing page is relevant to the copy that was featured in the ad that led to it. |
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