Refine Your Search Engine Marketing Initiatives

2. Develop a Smooth Landing Page

Once you get consumers to your online storefront, you want to keep them there. Yet catalogers often overlook historical conversion rates and continue to send consumers to landing pages that depress, rather than generate, buying interest.

Consider the following scenario reported by Performics, an online-marketing company. A retailer sent consumers searching under the term “khaki pants” to a page on its site that offered both women’s and men’s khakis.