Nail the Landing

If your platform lets you add new products and categories, you can easily execute this strategy. With about half of catalog sales occuring via the Web, it's a huge opportunity to increase conversion.

Use your on-site search to “create” appropriate pages. E-mail consultancy Blue Moon Works produced an e-mail offering products in different price ranges for its client, Positive Promotions. Blue Moon used Positive Promotions’ site search to create landing pages for each link in the e-mail that featured only products in the named price range. If you have more advanced search capabilities and use a company like SLI Systems, Mercado or Nextopia Software, you can make your site search into a landing page generator.