Landing Pages and
Marketing / SEO Concept
for excentos Product Guides

Introduction and Goals

There are many ways how to drive traffic into the Product Guides and make marketing and SEO for them.
This docu shows best practices to optimize linking and conversion. If done intelligently,
our tips will not only increase the Product Guide traffic, but also support your Website's overall findability,
SEO effects and even increase your search engine rank.


1

More Traffic in
the Product Guides

optimize the ways to get in there

2

Higher
Conversion

users that need help easily find it

3

More Traffic in
your Shop / Website

use Product Guide content for SEO


Summary: Best Practices, Do's and Don'ts

Do's

Learn from excentos Best Practices

  • provide as many Links and Banners into the Product Guide as possible
  • create top-level URLs with relevant Keywords, e.g. www.your-bikeshop.com/bikeguide
  • integrate relevant Keywords into all Banners/Links and Integration / Landing Pages that are relevant for your target group
  • integrate Keywords as plain HTML. Don't hide them in images or complex containers where Search Engine Robots might miss them
  • develop a good Landing Page and findability concept. Discuss it with your Online Marketing team. Make sure they continue integrating the Product Guides in future Landing Pages / Campaigns
  • integrate pre-loading into your Landing Pages to enhance the loading performance

Don'ts

Avoid Drop-Outs and Too Few Traffic

  • don't make the clickpath too complex. Avoid unnecessary steps, e.g. webpages between a Banner and the Product Guide
  • avoid poor linkage, e.g. only small text links, links hidden below images, links with poor contrast, links that don't have a clear call-to-action
  • eliminate wrong keywords that correspond to your organization's habits rather than your customer's search behaviour

Check if excentos knows what we speak about:
Open Google and search "Drucker Produktberater" or "Laufschuh Berater"
and find our references for Brother and SportScheck in top Google positions.


  • Definition of Landing Page and Integration Page

    An Integration Page is the technical "page" or container that your Shop / Website needs to provide via its eCom-system or CMS.
    You will copy the excentos integration code snippet into the Integration Page.

    The Landing Page is a marketing page one step before the Integration Page. The Landing Page attracts visitors and plays an important role in the SEO concept for your Website and Product Guides.

    Both Landing Page and Integration Page may contain SEO content.

    differences between landing page an integration page
    Notes: The Landing Page always contains content and SEO keywords that guide traffic into the Product Guide. The Integration Page can, but does not need to contain other content than the Product Guide. The Integration Page should not contain any content that can distract from the Product Guide.

  • Landing Page

    A Landing Page is a marketing page in your Shop / Website one step before
    the user actually gets to the Product Guide. The Landing Page attracts visitors
    and plays an important role in the SEO concept for your Website and Product Guides.

    Typically, a Shop / Website has multiple Landing Pages to display
    specific content and messages to the user and to search engines. Landing Pages should / can contain the following: landing page

    Use Landing Pages to attract traffic and target banners and SEA campaigns to the Integration Page.
    You can integrate Teaser Widgets into Landing Pages to make them more dynamic or have a more active pull into the Product Guide.
    Use different Landing Pages for different contexts / content / keywords, for example

    • Landing Page "Race Bikes" with SEO content and mood image around bike racing.
      The Landing Page can contain a first question, such as "Do you need your racebike for training or competition?" and this would already set an answer option in the Product Guide
    • Landing Page "City Bikes" - same concept as above, but different content
    • Landing Page "e-Bikes" - can be great to catch relevant search-engine traffic since this topic is often researched
    • Landing Page "Bikes for Women"
    • etc.

    If you integrate pre-loading into your Landing Page (i.e. the excentos-Client loads between the user visits the Landing Page and the Integration Page), excentos experienced a ca. 5 % reduction of drop-out rates.

    How many Landing Pages do I need?
    +

    At least one, as many as appropriate for different content areas / context in your Website

    There can be only one Landing Page, e.g. "Bicycle Buying Guide".
    However, it is far more intelligent to have several Landing Pages centered around different messages / offers / keywords / target groups. This makes sure you adress several target groups with their respective usecases / keywords and search behaviour. See the section "SEO optimization" of this docu for more information.

  • Integration Page

    The Integration Page is the actual webpage in your Shop / Website that contains the
    excentos integration code. You can use one or several Integration Pages for each Product Guide, but technically you only need one
    Integration Page per use-case of the parameters defined in the technical documentation for the Integration Page.

    The Integration Page can contain the following: integration page

    You can optionally place a short welcome message above the Product Guide.
    Use SEO content below the Product Guides (e.g. even below your Website's footer) to attract
    visitors also to the Integration Page.
    If you want to use parameters to pre-set the Product Guide, please check the examples in the FAQs of the how-it-works section.
    The Integration Page can, but does not need to contain other content than the Product Guide.
    The Integration Page should not contain any content that can distract from the Product Guide.
    If you leave the optional header and footer of your Shop / Website aside, the Product Guide can have more of an "app-like" look'n'feel. However it might not be perceived as integral part of your Website.

  • Menus that link into the Product Guides

    You can use Menu Links to link into the Landing Pages or also directly into the Integration Pages.
    Generally, menu links you should directly link into the Integration Page since we want to avoid unnecessary steps in the customer journey.

    Here are some ideas of menues that can link into the Product Guide's Integration or Landing Pages: menue
  • Banner

    Banner are very easy and effective ways to drive traffic into the Product Guide

    Banners can have the form of static image banner, text links or animations. They link into the Product Guide's Integration Page (preferrably) or into a Landing Page.
    The Banner can optionally set parameters to display the Product Guide with a preset answer option (see examples in the FAQ of the how-it-works#integration-section).

    banner
  • Teaser Widget

    Teaser Widgets are interactive widgets with a strong and intelligent pull into the Product Guide:
    They allow pre-setting the most important answers

    Teaser Widgets ask the most important questions so the user quickstarts into a very relevant Advisor Process. Since they're interactive, the provide a strong pull (who can resist a slider? ;-). You can create one Teaser Widget per context and thus intelligently pull into different Advisor Sessions.

    teaser widget


    There are 2 ways how to implement a Teaser Widget:

    static HTML

    The answer options are a static HTML web form provided by excentos or yourselves. The HTML form e.g. provides 1 question with 3 answer options and upon click on a "show results" button sets the answer options as URL parameters to instantiate the excentos Product Guide (see examples in the FAQ of the how-it-works#integration-section).
    Advantages: technically simple solution, extremely fast loading performance, you can simply edit the HTML and inline CSS yourselves.
    Disadvantages: Static HTML thus the web form has no intelligence and can't use any knowledge of the excentos recommender

    dynamic JavaScript

    The Teaser Widget is a JavaScript function provided by excentos. It connects to the excentos webservice and thus can have all the intelligence, e.g. hide inactive answer options, show a product preview, show only available prices, hide sold-out manufacturers, ...
    Advantages: more intelligence and changes in the Product Guide are dynamically displayed in the Teaser Widget (e.g. new answer option labels).
    Disadvantages: longer loading time than HTML, a little more complex solution, requires that the position where you want to insert the Teaser Widget supports JavaScript.
  • Quickfinder

    The excentos Quickfinder is a very play- and powerful tool to interactively display and modify intelligent recommendations.
    Say goodbye to static Landing Pages with poor conversion!

    The Quickfinder uses all the power and knowledge of the excentos Product Guide, and makes it available in a very quick and effective manner. If you integrate Quickfinders into Landing Pages or Category Pages, there is no more static and potentially irrelevant content, but the user can directly interact with our recommendations.
    Similar to Teaser Widgets, Quickfinders can be adapted to each context: E.g. only show a selection of questions / answer options, only show advisor topics for a certain Landing Page, or show recommendations from a certain sub-category only.

    quickfinder

    The Quickfinder dynamically displays product recommendations within your Landing Page. Each Landing Page can show a Quickfinder with different parameters (e.g. "this season's race bikes", "women city bikes", "downhill mountain bikes"). The Quickfinder dynamically adapts to the parameters in terms of questions and answer options shown and, of course, the product recommendations.
    The Quickfinder session can also be transferred to a full Product Guide session (see example button "get detailed advice on racebikes"). In this case, all answers entered by the user would preset the Product Guide and its questionflow shows racebike-relevant questions only.
  • Defining relevant Keywords
    for Great Findability and SEO Effects

    Finding the right keywords for the
    Product Guide's Landing Page is crucial.

    If done good, you'll increase your Website's relevancy,
    search engine rank and traffic.

    If done poorly, only few users will find the Product Guides
    in search engines and also in your Website.

    If you want to attract traffic to your Shop / Website, Product Guides are a great tool since they really help online-shoppers. Their content and functionality is centered around how users actually express themselves and take buying decisions - and this is all what intelligent search engines try finding out when their robots analyse
    your Website. That's why it is relatively easy to find content and Keywords that make the Landing Page attractive to Search Engines (like Google, Yahoo,
    Bing etc.), and in turn increase the overall traffic of your Shop / Website.


    Finding relevant Keywords with the Google Keyword Planner
    +

    Step-by-step guide: How to use the Google Keyword Planner to find the right Keywords for your Product Guide

    1. Visit the Google AdWords website https://adwords.google.com and log in with your personal account
    2. Click on the menu "Tools"
    3. Select the tool "Plan your budget and get insights for keywords" (in german: "Budget planen und Keyword-Daten abrufen") and choose the first option "Get search volume data and trends" (in german: "Daten zum Suchvolumen und Trends abrufen")
    4. make sure you have the right settings for country/region and locale. Select an entire country and not only a city to get more relevant data
    5. type in several keywords that your targetgroup might use when you would like them to find the Product Guide in search results. Hit the button "Get search volume"
    6. note the differences in "Avg. monthly searches"
    7. get creative! check different keywords, change the product names and test different combinations to find the right keywords
    8. note the most relevant keywords and design relevant content, call-to-actions, banners, links, URL names and image descriptions around these keywords

Definition and Examples of Landing Pages, Integration Pages and Linking Options

  • Who sets up the Integration Pages and Landing Pages?

    You or your eCom / CMS team

    excentos does not have access to your eCom-system or CMS, that's why you will set up the Integration Pages and Landing Pages.
    Please make sure you've developed a good concept together with excentos before asking any IT resources setting up the pages.
    We recommend that the person who sets up the Integration / Landing pages is familiar with Online Marketing and SEO issues to make sure we catch as many users as possible.






What are relevant traffic sources,
and which source brings how much traffic increase?

The diagram shows from where your Shop / Website can link into the Product Guides. Of course, more linking brings more traffic. The figures on which measure can help how much are based on our experience:

Product Guide Integration and SEO Concept

  • Notes to the Diagram:

    All figures rough estimates only.

    • Example: Integrate a banner or link to the Product Guide into your product detail page and expect to increase the Product Guide's traffic by ca. 200% depending of the quality of the banners / links / content offered and your target group. Some effects additive, others not.
    • the most crucial elements of the Landing Page are relevant content and SEO keywords and top-level URLs filled with keywords. This maximizes traffic for both returning and new visitors, no matter whether they are already in your Website or search via Google etc.

    Most of these solutions are self-explanatory, that's why the following documentation only covers subjects where further examples are necessary.