Optimize Your Site: Tips From Testing to Landing Page Conversion

One of the most common mistakes made by SEM marketers is to treat the regular homepage as if it were a landing page. This is tantamount to asking a store clerk where to find “ball-peen hammers” and having him point you out the store’s front door. So visitors’ search engine query for “Panasonic TVs,” for example, could land them on a category or brand page within an electronics retailer’s site. Once visitors are within the relevant part of the site, it’s time to “message” them with such targeted content as buyers’ guides, reviews, cross-sell items, promotions, etc. Unlike a transaction site, the goal of the homepage is to engage visitors, regardless of which stage they’re at in the buying cycle.