- Landing Page vs. Integration Page
- Landing Page
- Integration Page
- Meta link
- Teaser Widget
- SEO keywords
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.
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 PageA 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:
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"
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 PageThe 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:
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 GuidesYou 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:
Banners 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).
Teaser Widgets are interactive widgets with a strong and intelligent pull into the Product Guide:Teaser Widgets ask the most important questions so the user quickstarts into a very relevant Advisor Process. Since they're interactive, they 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.
They allow pre-setting the most important answers
There are 2 ways how to implement a Teaser Widget:
static HTMLThe 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
Advantages: more intelligence and changes in the Product Guide are dynamically displayed in the Teaser Widget (e.g. new answer option labels).
The excentos Quickfinder is a very play- and powerful tool to interactively display and modify intelligent recommendations.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.
Say goodbye to
static Landing Pages with poor conversion!
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.
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 a 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 are centered around how users actually express themselves and make buying decisions - and this is all that intelligent search engines try finding out when their robots analyze
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
- Visit the Google AdWords website https://adwords.google.com and log in with your personal account
- Click on the menu "Tools"
- 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")
- 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
- type in several keywords that your target group might use when you would like them to find the Product Guide in search results. Hit the button "Get search volume"
- note the differences in "Avg. monthly searches"
- get creative! check different keywords, change the product names and test different combinations to find the right keywords
- 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.