There are many features that a searcher or shopper might seek to help them complete an online purchase. When it comes to successful paid search, it’s not just about ad copy. You have to pay attention to what you’re displaying on your landing pages as well.
A landing page is the page an interested consumer lands on after clicking on an online marketing call-to-action. They are standalone pages that are designed for a specific marketing campaign and are only accessible from the link you’re providing in your product or service specific content.
Hence, the purpose of a landing page is to capture leads that enable your business to market to consumers in the future. Bearing this in mind, a landing page must have the adequate tools and cues to help your customer make an easy and well informed decision.
Let’s take a look at 5 of these essential landing page elements that customers look for when they’re shopping online:
- Product reviews:
- Product comparisons:
- Customer testimonials:
- Live chat:
- Links to media coverage:
This is a no brainer, but often overlooked. Shoppers respond very well to images. It’s the reason Google has been and is continuing to increase the number of images we see on search engine results pages (SERPs). It’s also the reason why good online retailers allow us to zoom in and view products from different angles, so we get a better look and feel of the product.
It’s a great idea to have them on your site and also to incorporate them into PPC ads using review extensions. It shows credibility and popularity of a certain product or service. But remember reviews can be no older than 12 months in order to appear on Google. Make it a point to consistently ask customers to review products so that review extensions will continue to appear in your account.
Side by side comparisons of similar products prove to be very helpful for shoppers. These are effective ways to compare your company products or to compare your product against the competitor products. Using a table format tends to be the easiest to read and allows shoppers to digest information in an easier way.
Testimonials add a human element to the shopping experience, encouraging a potential buyer to make a decision based on what other similarly interested customers feel about the product and your brand as a whole. It’s enough to either sway for or against a product purchase.
Live chat with a shopping assistant or professional shows higher ad engagement, especially in industries like home renovation where people may have a lot of questions.
if your product or service has been covered in the media, it should definitely be showcased to consumers. People often include “as seen on” and other such credibility indicators. Be sure to include links to media coverage as it helps boost conversions.
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