Where on your site do you guys funnel your PPC ads to?
For context, I have a website with a home page, pricing page, and product tier pages (in addition to others of course). Let's say I have two product tiers and I want my PPC ad prospects to convert to either of those tiers.
Let's say the layout looks like this:
Home Page: https://example.com
Pricing Page: https://example.com/pricing
Product Tier A Page: https://example.com/product-a
Product Tier B Page: https://example.com/product-b
Should I focus on making a landing page out of the A & B pages and direct traffic to one of those? Should I optimize the home page to be the primary landing page and direct traffic there? Or, should I send users to the pricing page so they can choose for themselves whether to buy A or B based on the pricing table?
I would think sending users directly to a product page could be optimized for higher conversions, though I see most search engine ads for software products just driving ad traffic straight to the home page.
I understand there are many unmentioned variables involved here, but I'd love to hear the thoughts of someone more experienced than me in search engine ads.
Thanks in advance for your time!
When it comes to SEM, the best way to optimize for conversions is to create keyword-specific landing pages. Search traffic is high-intent traffic and you should be focused on aligning your offering with the specific questions people are trying to answer with their search. Sending that traffic to your home page is a sure-fire way to lose out on conversions.
This 👆
Thanks! I think I'll have to optimize for keywords that are more specific to my product, even though they are much lower volume.
You'll also want to reduce the number of links out to your site on the landing page as compared to a more standard product page.
Usually, you'll want a single CTA, whether that's a form or a button that goes to your app's create an account screen, download an app, etc.
If you allow them to click around and explore your site, your docs, and other pages you'll lose out on conversions.
I agree, thanks! I will start to fix this.
A little add to what @rionmartin said. I think you should create a unique landing page for each campaign.
Best to keep at https://yourdomain.c/landing-url, I heard the domain authority gain from traffic and usage impacts organic on other pages. Don't use the domain of a landing page builder. I made this mistake once.
Answer the questions the visitors may have and sell. I found a video helps with conversion if visitors are on desktop.
Thanks for the reply! I am using my own domain for the landing page. Everything is custom and self-hosted. I am thinking to split-test on a URL basis with a different page per campaign, as you mentioned. I'd love to see the video you found.
I am a big fan of videos myself, they convert better. I use them in nearly everything. That's why I built MurList.com for personalized video cold emailing.
Here's a few tips:
You might also find this tool by unbounce usefull:
https://unbounce.com/landing-page-analyzer/
This comment was deleted 3 years ago.
Product pages.
Maybe you can test between product pages and pricing page.
But its best to take traffic to one step away from the payment.
Thanks, that's what I'm currently doing!
i'm not an expert. would love to hear other folks.