MATCHING ADS TO LANDING PAGES The landing page used in any single ad or elaborate marketing campaign (both online and off) should not be your home page. Instead, ask your marketing company and your website team to collaborate to create a unified approach to optimize the conversion rate of your marketing. The purpose of a unified approach is to show someone a matching message when they go from the ad to your website. Every ad is designed to catch someone’s attention quickly. The landing page is the next step to further explain what captured their attention. Without the landing page, you won’t satisfy your potential customer and will result in a much lower conversion rate. If your ad promotes a wedding ring event, then the landing page should have the specific details of that event. If the ad offers a 10% discount off their next purchase, then the landing page should have details of what they can use that 10% off towards. When the landing page matches the ad message, you are telling the visitor that they are in the right place. CONCLUSION Online advertising systems make it easy to create and publish ads today without any guidance on how to make your ads effective. Without a properly tuned landing page, your conversion rates will be extremely low. You might even think your advertising doesn’t work. The reality is you mismatched the message and that is what scares your customers away. Give me a call if your current web team isn’t able to collaborate on your landing pages. Matthew A Perosi Matthew Perosi reports the latest Internet trends and methods that are most relevant to the jewelry industry in his newsletters, videos, and blog available through jwag.biz. Tap into the more than 1,500 free newsletters to guide you towards better usage of websites, social, and mobile. Matthew invites your feedback and questions at matt@jwag. biz or 973.413.8211. Many questions from TRJ readers have turned into great newsletter topics. When the landing page matches the ad message, you are telling the visitor that they are in the right place. The reality is you mismatched the message and that is what scares your customers away. 34 | The Jewelry Business Magazine