The Importance of Offer-Specific Landing Pages
- Posted by Gabe Hoffman
- On February 14, 2019
You’ve met with your paid search team, and you’ve got your targeting set up correctly, the right keywords and great offers to promote.
You’re done, right? Not quite.
One of the most important factors for both user experience and for Google is the landing page experience. In this article, we want to dive into the value of offer specific landing pages and the best ways to utilize them.
Rather than landing users on a list of offers or a page filled with different offers and package categories we have found that landing users on a specific offer is the best technique.
In one study, Screen Pilot found that users that land on a specific offer landing page compared to a list of offers resulted in a 30% increase in conversion rate.
Below are some tips to make the most out of your unique offer landing pages.
- Don’t limit your offer too much. If you are landing a user on a specific offer page make sure that it works for most customers. Stay away from special events and offers with a high number of blackout dates.
- Offer specific landing pages are most effective on bottom of the funnel campaigns. If this is the first time a user has heard of your brand you don’t want to limit them to just a special offer.
- Utilize Google features like the like the promo extension or site-link extensions to give users the option to see multiple offers before clicking an ad.
- You could test out different offers and packages to see which offers or packages convert at the highest rate.
If you already have offer specific landing pages make sure your search partners are using them, and if you don’t already have offer specific landing pages check with your advertising partner if building them within your current CMS is an option.
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