Landing pages are pages on your website used strategically to align to specific keywords you (the retailer) want to be visible for in Google. Your goal is to have traffic “landing” on specific pages throughout your website, completely bypassing the home page.
In ecommerce, the most effective landing pages are the main and sub category pages within your navigation structure. However, there is also a need to build landing pages to sit outside of your navigation set up.
The use of landing pages is a critical part of any Google AdWords campaign
Landing pages allow campaigns to be relevant, delivering relevant content specifically for keyword groups (or themes). Many retailers create an AdWords campaign for various keywords and send all the traffic to the home page. Do you have a high bounce rate on your home page? That will be why. (more…)