Let me ask some questions to get started. Does your landing page have a clear call to action. Does it have too much content that can overwhelm your customers? Does your webpage load quickly and properly across all devices. Once you have taken care of the basic optimizations, here are some other things to try:
- Personalize the content based upon search keyword: There is a wealth of information available in a user’s search keywords ,and you should make every effort to personalize the landing page based upon the search queries. Imagine you run an eCommerce website that sells vacation packages. If someone searches for “Luxury family friendly hotels in Hawaii” in Google and visits your website, you know that this customer is a “premium” customer who probably travels with a family and has interest in tropical vacations. Your entire website content including homepage could be personalized based upon these attributes. Of course you can't do this for thousands of keywords that bring customers to your website, but you can start building “personas” based upon your top search queries and make sure that your website experience speaks directly to that persona. You can even save this “contextual” information about your customers in your database so when you reach out to them in future, you can speak the language they are more likely to respond to. Instead of sending a one size fits all newsletter about “Top 10 Vacation ideas”, you could send them an email about “Top Luxury All Inclusive Resorts” because they came to your website with that search keyword.
- Change the Context based upon referring site: Your customer’s referring website is also extremely important in maximizing conversions. Imagine you run an eCommerce site, and some of your customers come from Display Advertising, while some other customers come from affiliate channels such as slickdeals.com. If your customers came from an affiliate channel such as slickdeals.com, it is highly likely that the customer is interested in deals and discounts. So when they visit your product listing pages, you could automatically sort the products by “Highest Discount first”, instead of sorting the products by “New Arrivals” for example. However, if another set of customers came from display advertising, where you are targeting more “affluent” customers, you could sort the product listings by “New Arrivals” to show off your current season assortment. Again, its about building personas for your customers and showing the most relevant content that can convert them to buyers.
- Keep a close eye on Bounce Rate: If you have a high bounce rate, it means there is disconnect between your landing page and your customer expectations. It could be because your landing page is not convincing enough, or the pricing information is not easily available, or the products are out of stock. Taking steps to reduce your bounce rate can directly improve the relevance of your landing page, and therefore, can improve the conversions. While there is no single industry benchmark, if your bounce rate is more than 40%, then you likely have opportunities to address.
- Defer asking information from your customers: If you force your customers to provide too much information too early, they would leave. If you ask them unnecessary information, they will likely leave. If you are collecting Birthday, Gender, or any other information that has nothing to do with your customer’s order, please do not ask it before they have placed the order. You can have a simple form, immediately after your Thank you page, to collect additional information. Customers would be happy to share some more information if they had a good experience in placing the order. But if you ask too much of that information upfront and make the checkout flow more cumbersome, they might get too overwhelmed and leave.
- Make sure there is a direct correlation between your Ads and Landing page: This may sound very basic, but I can’t emphasize the important of this point enough. You must review every single Search Ad, and every single Display Ad for your business, and then click on the landing page for that Ad. Then put yourself in the customer’s shoes. Does the landing page deliver on the promise that was made in the Ad? Imagine your customer has 40 seconds to decide whether or not its worth staying on your website. Does the landing page convey enough relevant information within 40 seconds, to convince the customer to stay and explore your website? Your website may have great products at the most competitive prices but if the landing page talks about apples when your ad is promising oranges, your customers will leave.