Match Search Engine’s Search Query with Landing Page Content
Test Idea
Change the content/promotions on your landing page(s) based on the user’s search engine query.
Metrics to Measure
The bounce rate on control and variation pages (on control page there will be no content matching with the search, on variation you will match the search query and content).
Test Details
The beauty of online marketing is that you can analyze and measure the performance of the traffic your website is getting. You can identify and analyze down to the granular level, the keyword. You’ll know how each traffic segment (i.e. organic versus paid) is performing.
There is one technique only a few websites are implementing, but could prove useful to you too: customize the content of the landing pages to match the search engine query as close as possible. This means you could apply a bit of customization to your landing pages, in order to improve conversion rates.
While traffic from search engines is supposed to land visitors on relevant pages (e.g. when someone is searching on Google for wedding rings, the page returned by Google should be your wedding rings category page and not the home page) but that is not always the case. Maybe you can make your website smarter and you can display relevant (based on user query) on irrelevant landing page?
Let’s say I type on Bing, Pampers diapers, and I clicked on your website which sells baby stuff. If I were to land on your home page and your diaper promotions will all be Huggies related, how relevant those promotions will it be to me? None. Zero. Nada. Assuming that may baby only accepts Pampers, I will never buy your Huggies, doesn’t matter the price or promotion.
What you have to do is to speak with your IT geeks and let them know you want to capture the keywords visitors are using to reach your website (real time header reading) and then change the content of the pages to display something related to the query terms.
You should have a plan of what to display on your website for the 25 most important products you sell and the associated keywords. Check the query string of the referrer (hint: for Google it’s the q=… parameter) and if the keyword contains one of the targeted products, customize the content accordingly. Then, measure clicks, bounce rate and the final outcome and probably revenue for ecommerce or page views for blogs and so on.
More amazing things can be done with traffic coming from marketing campaigns where you have the control over the ads, keywords and destination URLs, like PPC or emails blasts.
Pitstop Media offers ROI based internet marketing services such as landing page testing services and conversion rate optimization services. Our A/B and multivariate tests have helped companies increase conversion rates by as much as 75%. Let us increase your conversion rates, too!
