No, we’re not talking about missions to Mars, but we are talking about bounces and landings. Specifically, we are pondering some more solid advice from Jason Burby, writing on ClickZ about the importance of e-commerce site testing, specifically the testing of landing pages:

“Testing of landing pages from campaigns, partners, and paid search can be a great place to start testing and can return a high ROI (define). Often this traffic is just dumped on a generic landing page, product page, or–worst of all–the home page. Take a look at that traffic’s bounce rate. You spend all sorts of money on that traffic, then watch it land, turn around, and immediately leave. Test different versions of landing pages that tie specifically to what they clicked on to get them to the site.”

This advice is right on the money (and following it will save/make you money). From what we have seen, there’s little doubt that something as simple as carrying a logo or phrase through from a paid search link to the point of site entry–the landing page–will increase conversions by double digits. The same goes for email campaigns. Even the best email campaigns will return better numbers if they are backed by a “post-click” strategy.

Of course, Monetate can do a whole lot more for you than simplify the testing of landing pages, but if you are looking for a quick and easy way to evaluate how your landing pages could work harder, and convert landers from bouncers into buyers, then you really should check out Monetate’s targeting capabilities. To whet your appetite, here’s a high-level look at the targeting choices offered by Monetate within the Landing category:

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