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E 10 Combining Search
F
I
T
S
O
(sale) by increasing relevancy on the landing conversion from both site search as well as
R
page as well. You can achieve this by insert- paid search.
P
ing the keyword searched on, or a portion of For those who do not have the time to
B
the keyword, into the headline of the page the set up individual paid search campaigns
user lands on. that target individual product-specifi c land-
WE
Ideally, if you’re running an e-com- ing pages, adding relevancy to your on-site
merce business and the search term is search results gives you an opportunity to
“blue widget”, you would be directing that still increase conversion on a broad scale,
traffi c to the specifi c product page for your using a one landing page focused on a sin-
blue widget. That product page should al- gle line of similar products.
ready have the keyword listed in its head-
line (i.e. the name of the product itself).
Killing Two Birds
Likewise, if you offer multiple blue wid-
With One Stone
gets, the best option would be to send traf-
Increasing the relevancy factor of on-site
fi c to each individual page based on the ad
search provides increased conversion oppor-
presented. This can be time-consuming,
tunity for users searching your site. We can
but in the end it will be worth it.
use these new “more relevant by association”
However, what if you offer multiple blue
search results page as a landing page to send
widgets in various styles, are short on time
paid search traffi c. Although not perfect, it can
and want to capture broad traffi c looking
provide a quick targeted landing page of rele-
for “blue widgets” in general? Or what if a
vant products when you are short on time and
visitor arrives at your site and uses your
a single item is not the main target.
search form to look for “blue widgets”?
How can we do this? Going back to the
I have seen a number of cases where
blue widget example presented earlier we can
the headline of the search results page
do the following:
simply says “Advanced Search” or “Search
Perform a search on your own site for “blue
Results”. This does nothing for the initial
widgets”. Now, copy the URL from the ad-
relevancy factor.
dress bar and use that URL as the destination
How can we change that? Simply re-
URL for your paid search campaign, which
place the “Advanced Search” or “Search
targets blue widgets on a general level. Now,
Results” title with the actual keyword(s)
you have created a landing page of targeted
entered into the
search results for the blue widget products you
search form.
offer and increased the relevancy factor by in-
Increasing
cluding the searched keyword in the title.
the relevancy
Once again, I must stress that the best
factor of on-site
method would be to spend the upfront time
search provides
required to create individual ad groups target-
a dual opportu-
ing each product. However, the approach out-
nity to increase
lined here will give you a better chance at in-
creasing conversion from paid search than
you would have if you simply sent that traffi c
to any old page on your site. world
Replace “Advanced Search” (above)
with actual key words (right).
Eric Leuenberger is an ecommerce conversion expert
and author of a leading Ecommerce Optimization blog
(www.zencartoptimization.com). He coaches etailers,
wholesalers, distributors and manufacturers how to
increase their website sales through skillfully crafted online
search advertising, targeted market strategies and website
sales strategies. He can be contacted at 1-877-481-2323,
or visit www.enhancedconcepts.com for more information.
Find this story in our complete article archive at: www.wholesalecentral.com/Wholesale-News
12 December 2008
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