If you’ve got online ads, you’ve probably realized one of their major weaknesses: they aren’t self-improving. Sure, they’ll direct traffic to your site, but many hits that bounce could have been clients and customers that you’ve now lost because your ad sent them to your main page instead of to the subsection that they were looking for. You also can’t keep track of what most ad-clickers are coming to your site for. Luckily, the solution to this is an incredibly easy fix – segmented landing paths.
What are Segmented Landing Paths?
Most ads will send users to a websites main page, where there will be search bars and links and drop down menus and options for everything your site has to offer. Unfortunately, casual ad-clickers are usually just looking to find what they need, well, casually. They may not want to put in the time to search your site for what they need, but if they were immediately sent to where they wanted to go they could be convinced to stay longer. That’s what a segmented landing paths can accomplish.
Segmented landing paths are pages that breaks down your site into three or four easy-to-click categories. This simplifies the site and makes it much more accessible to the visitor, meaning they are more likely to stick around since now they know they’re headed in the right direction.
What are the benefits of Segmented Landing Paths?
Right out of the gates, you’ll have a much longer average visiting time. People tend to stick around longer when they find what they need, and by using segmented landing paths you make it much easier for them to get where they want to be. But on top of that, you’ll also be able to collect information on what ad-clickers are looking for most from your site. If you didn’t have a segmented landing page, you’d just know that people who clicked your ad wanted to check out your site.
But WITH segmented landing paths, you can now follow how many people are visiting for service X or product Y, and you can start tailoring advertisements to not only what the public want, but what your customers want. You can figure out what companies want versus what individual consumers want, what demographic each subsection of your company attracts, and if they leave before making a purchase you can check to see what’s turning off the majority of visitors. Information is a very powerful tool, and segmented landing paths can help you make the most of it.
Online ads are more than advertisements – they’re untapped information gathering resources that could bring an encyclopedia full of statistics to your analytics department. From there you can start fine tuning your advertisements as well as your website, and then just rinse and repeat every so often to make sure you’re keeping up with the consumers. You’re already paying for the ad space so you might as well make the most of it, and linking an ad to segmented landing paths costs you no more than you’d pay to link it to your home page. It’s a simple fix to a very costly problem, and that’s the beauty of it.
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