In pay per click marketing, in most cases I find myself defining the typical internet user/searcher/customer in very specific terms. I must assume that the potential customer is looking only for the particular item/service searched– nothing more nothing less. Therefore, specific landing pages corresponding to that search term are a must, while sending a searcher to your homepage is not optimal.
To quote the linked article, “The first and most important objective of the landing page is to convince the visitor that they’ve come to the right place.” In my opinion this must be done, clearly, simply, and above the ‘fold’ or without making the searcher scroll. The Szetela article uses the metaphor of going to a Sears department store. When you know the specific item you are looking to purchase, you can go directly to it by parking and entering the store in the door leading to that particular department. You then find, purchase and leave the store creating as efficient and seemless an experience as possible.
If the searcher then stays to browse or comes back later for similar items, it is all gravy. But the conservative, strict approach assumes this is not the case and in my experience, it is not. Secure the immediate sale- any other objectives cannot be campaigned for with statistical confidence.
The browser or the type of person who enjoys shopping and spending time do so is not the person we are concerned with as previous topics have covered. In short, the browsing shopper will either find the product regardless of what ‘department door’ they arrive in or aren’t looking to buy in the 1st place. They are simply browsing.
Please read the article for another point of view and as always- share your experiences, tips and tricks by replying and helping out the rest of the viewership.