Are You Serving the Wrong Pages to Your Traffic?

Bowls of too hot, too cold and just right porridge.

We all remember Goldilocks, the little girl who, while traipsing through the forest, ran across a cottage belonging to the three bears. Hungry, she sampled some porridge, but the first two bowls weren’t right for her – one was too hot, the other too cold. Are your  guests feeling the same way when they land on your website?

Goldilocks was an uninvited guest, but even when someone pops onto our site, we want them to feel welcome and hope they stay a while. That’s why it’s important to serve the right page to the right traffic.

We talked Saturday about welcoming guests to your site, and today I want to go a step further and share about segmenting your traffic into different landing pages. It sounds complicated when I word it like that, but the concept is very simple. You just serve up what they’re looking for, and your page will be “just right” every time.

Basically, there are three types of traffic – organic, paid, and return.

Paid traffic comes to your site via an ad, whether it’s from Google AdWords, Facebook or some other social network, or a banner ad from another site. These are what sales people refer to as “warm” leads. They know when they land, they’re going to get some sort of offer or request for information. It doesn’t shock them – in fact, that’s why they came.

Return traffic comes to your site because either they directly typed in your URL or clicked a bookmark. But they can also come to your site via links in an email you’ve sent or they may delve deeper into your site and visit one of your landing pages from an internal link in one of your blog posts. Again, they have chosen to be there and aren’t surprised at all.

Organic traffic, on the other hand, may not have a clue what to expect when they click on the link from a search engine results page. They are curious, to be sure, but to save them from immediately clicking the back button, we need to make them feel welcome.

How is this done? Smart marketers tweak their landing pages and create one page for each type of traffic. In other words, you make a landing page for paid leads, which would contain less introductory content and can be a bit more “just the facts, ma’am.”

Your second landing page would re-welcome your regulars. They’re already comfortable at your site and know you, so you don’t have to emphasize the know-like-trust area of your offer so much. This is the link you’d use in an email. Perhaps you may even include a discounted pay button on this page for your loyal customers.

The final landing page, which you’ve optimized to attract search traffic, is where accidental tourists land. They know nothing about you (like your regulars) and may not be expecting an offer (like those who clicked on an ad). This page requires a bit more lead nurturing through letting them know why they’re here and what they can do here and how it will help solve the problem they came seeking a solution for.

The first two landing pages (paid and return) don’t even require SEO, because you’re driving direct traffic to them.

We’ll be winding down the landing pages series and moving on to something else in the next few days. Leave your questions and comments below.

Until the next time,

Happy Blogging!

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