According to HubSpot, online retailers spend a full 76% of paid search budget
on Shopping Ads. Yet, other studies have shown that nearly half that spend is wasted and that consumers just aren’t converting.
Whilst creating killer PPC campaigns can take some trial and error, and there are many factors that contribute to their success, there is one change that you can make to increase your success rate and ROI. By improving the user experience and switching from single-product landing pages to multi-product landing pages, you might just be able to boost your e-commerce conversions.
What are multi-product landing pages?
Multi-product landing pages are, simply put, landing pages that have a selection of products on them rather than a single product.
When users click on an ad in Google Shopping, they are typically directed to a product detail page or a single-product landing page. This is a method used frequently by businesses of all shapes and sizes and does work for some campaigns and products.
However, research has found that those who land on single-product pages from search are more than twice as likely to bounce than those who land on alternative types of landing pages. That’s a high proportion of visitors who are likely to bounce, and could explain a low conversion rate on many websites.
If you can adjust your landing pages and get those right, then you have a chance to almost double the conversation rate.
Why should e-commerce sites use multi-product landing pages?
A multi-product landing page lists multiple products that match the shopper’s search on a page, so you are essentially giving your website visitors more choices on one page, rather than making them hunt for products to compare.
Multi-product landing pages offer an overall better experience for shoppers, and this is a method used by websites including Amazon. For visitors who are actively searching for products, rather than just browsing or window shopping, it allows them to actively compare products instantly which could make the different between them converting or not.
If you think of brick and mortar stores, they are good because they offer customers a whole range of products in a section of items that will solve their problem. We need to replicate this experience online too, and offer a more personalised search experience.
When a shopper lands on a page that has multiple options for the product they’re after, they feel as though they can customise their choice more and that they have more control over what they purchase. From here they will continue to browse through a page if it contains items that will solve their problem, it’s when we start adding random and un-related products that they’ll start to bounce.
Shoppers like choice and they like the shopping experience to be personal, this is something that we often forget with digital but which multi-product landing pages can help with.
Of course, there are considerations when creating these types of landing pages. You need to make sure that you have multiple products available relevant to different search terms/chosen keywords, and that you have the resources to create these landing pages and successfully match products.
However, for e-commerce sites where you already have a lot of products in the same categories, the benefits of multi-product landing pages cannot be ignored.
If you need help with creating successful paid search campaigns, or are struggling with conversion, get in touch with the team at AdPilot today to see how we can