For product rich e-commerce sites, part of the search strategy often involves crafting dozens of targeted content pages that are optimized for dozens more keywords. But while these pages may rake in
user traffic, Kevin Gold notes that they are not always as successful at driving conversions.
According to Gold, determining the kinds of traffic that specific keywords are driving
to the content pages is the first step toward increasing those conversions. Some keywords or search phrases are better suited to information-gathering or product evaluation kinds of traffic than for
conversions, so the content on the pages they connect users to should suit that purpose. In that case, conversions may not even be the best metric to determine how effective those pages are.
For pages with conversions as the focus, Gold suggests that site owners use images to snag attention and bullet points to communicate important product details. Also, including a
prominent site search feature, and calling attention to it with a suggestive tagline (like "can't find what you're looking for? Search for more products here!"), can ensure that you don't lose a
possible conversion if the landing page doesn't contain the info that users were actually searching for.
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