Once an ecommerce business is operational, the owner will begin looking to invest in advertising and marketing campaigns. While many will begin with email and social media outlets to meet their needs, others will look to online advertising such as sponsored search engine links. A study produced by eMarketer predicted that digital ad spending will reach $118.4 billion in 2013. This is an effective method to appeal to new customers because ecommerce businesses are allowing the consumers' own wants to direct them to a storefront. However, some companies may be content to simply link the ad to their homepage, but this is an ineffective way to coax website visitors into making a purchase. To maximize their customer conversion rates, companies should be sure to create effective landing page.
Practical eCommerce recommended that when crafting a landing page, ecommerce vendors should strive for product relevancy. For instance, if a customer searches for a specific brand, clicks on an advertisement promoting said brand but finds they have been brought to a general product page, they will most likely leave that website without investigating further. The beauty of search engine advertising is that customers are telling vendors exactly what they want. If a business cannot take them straight to their products, consumers will go to a company that can.
Another factor to consider is how products are listed on a landing page. Presenting the most expensive items available could potentially scare off customers before they have a chance to browse cheaper wares. On the other hand, leading off with the least expensive products could send the message that a vendor only deals in low quality products. Highlighting best selling items is an effective strategy, as businesses can draw in customers by presenting popular products first. By ensuring that their landing page content is relevant and engaging, ecommerce businesses can enhance their customer conversion rates.