Michael Mattis has offered e-commerce companies some tips for optimising landing pages on Yahoo!'s Search Marketing Blog.
Around half of all purchases online are preceded by a search, so making the most of your landing pages is clearly important. Here's a selection of Michael's tips...
Connect the search experience to the landing page
The language on the landing page should match that on the ad that the customer has clicked on to get there, if a customer finds something else on the landing page, they may well choose to click the back button.
An important point - with concern about online fraud it is vital that the customer is reassured by what they see on your landing page. Customers want to see kitemarks, as well as clearly visible contact details and support options.
Ban the bling
Michael recommends that distractions are kept at a minimum. While the landing page should be attractive, don't go overboard with audio, video or revolving logos, and anything which may distract customers from the purchase process.
Michael also suggests that the call to action on a landing page should be more polite than the standard 'buy it now'. He suggests that 'try it now' sounds nicer, though I'm not sure that this wouldn't be confusing for a potential buyer.