You may think, the more attention grabbing an ecommerce site is, the more traffic it will attract but it tends to have the opposite effect. Somebody coming in from an online search for a certain product has probably never been to the site before. If it's too confusing, they're going to look elsewhere as they will deem it less than trustworthy or just too complicated to use. If they click on an ad and it takes them to different products on your site, that can be frustrating, the ad needs to take them straight to the product that made them click the ad.
- Your website might contain all kinds of distractions that prevent potential customers from making a purchase.
- The language in your online storefront might not include the kinds of key details that can lead to a sale.
- Directing online traffic to ecommerce landing pages has been known to double conversion rates and increase sales.
"By building a unique landing page for each of your paid ads or ad groups, you can dramatically improve the chance that any given visitor converts."