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The landing page s content also affects your ad group s QS. If the content of the landing page matches the keywords and ads, the QS will improve. That s what visitors want to see. But what about Google What do they want to see on your landing page They give higher ranking to merchants who have credible sites. Here are some points to keep in mind:
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Google prefers a landing page with one product instead of pages with multiple offers. Put only one product on each landing page. Clearly identify your business. There are too many scam websites. Google prefers websites that state their contact information. This means your name, address, e-mail, telephone, and fax number. If your landing page use a shopping cart, include useful features. Allow customers to view the contents of their shopping cart as well as calculate the shipping fees. Add FedEx tracking. Good e-commerce packages include Yahoo! Stores and Volusion.com. Google accepts these as real stores. If you ask for personal information, state your privacy policy. Add a privacy policy to your site and link your landing page to your privacy policy. If you need a privacy policy, look at Koi-Planet .com s privacy, statements, copy that, and modify it for your site. State your return policy, with details on how to return or exchange products, along with any fees. Don t build affiliate sites that point to Amazon, eBay, or similar sites. The landing page should open quickly. Google deducts points if your page takes too long to open. This is bad news for many corporate sites that use lots of Flash on their home pages.
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The keywords, ads, and landing pages should be in the same language. If you use French keywords and write your ads in French, the landing pages should be in French. Don t mix languages. You can always use English as the universal language for any country, but preference will be given to ads in that country s language. We often create landing pages that include both English and Chinese side by side on the page, so everyone can read the page. To develop the best landing pages, see the upcoming section on multivariate testing. As shown next, by placing information in tabs on the left side of the page, you can add more information to the page without having the visitor go to another page. Tabs can include benefits, options, comparisons, testimonials, and so on. You also keep information above the fold where
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CHAPTER 6:
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they will see it. At right side of the page is a simple form with a strong Submit button. It includes a free offer to encourage visitors to send their contact information.
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In your order form, always ask for a telephone number. If you ask only for an e-mail address, you ll get many leads with invalid e-mail addresses. For several clients, as much as 20% of the e-mails have been invalid. People often mistype their e-mail address, but they always remember their telephone number.
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After the customer completes the form, they are sent to a thank-you page. This confirmation page usually says something like, Thank you for buying our koi. Your koromo koi will arrive by FedEx Overnight.
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The thank-you page is a good opportunity to interact further with your customers. They just purchased from you, so they will look at whatever you offer. Use the thank-you page to make additional offers, such as newsletters, another product, coupons for additional products, a case study, a feedback form, or the opportunity to refer a friend. Use the thank-you page to cross-sell and up-sell.
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