Homepage or Product Page: Where to Send Traffic from Social Media Ads

David Linder

I write about dropshipping, ecommerce and marketing. Owner of www.productmafia.com the worlds best product research agency for Dropshippers.
5 min read

 

Social media can be a very powerful channel when it comes to showcasing your brand and dropshipping products.

Investing in social media ads in social networks like Facebook, Twitter, and Instagram can get you paid traffic which you can convert into customers for your dropshipping business. Unlike other advertising forms, paid traffic yields quicker turnarounds and results. It also allows you to target specific users that are ideal customers for your business.

However, for the paid traffic to give optimum conversion results, they should land on a high-converting page on your website, and the common options are the homepage or the product page. Deciding between the home page or the product page as a landing page for ads has been a dilemma for many dropshippers especially first-timers. In this post, I’ll discuss which is the best page to send traffic from social media ads and the essential page elements that can boost conversions on your site.

 

How do potential customers land on your website?

There are multiple ways that potential customers can reach your website. It can be through organic search, emails, paid campaigns, social media posts, you name it. Although all pages on your website are considered landing pages, those pages that are built to receive paid traffic are the most important – and these are the homepage and the product page.

 

Which page is best for paid traffic, homepage or product page?

As you are paying for ad spend to get traffic to your site, you expect to gain more profit and customers in return. To ensure that you don’t waste money on ads, your landing page should be able to convert as much traffic as it can during the duration of your ad campaign.

Your homepage may be the most visited page on your website as it receives more than 50 percent of all visitor traffic yet it does not make it the best in terms of converting paid traffic. While it’s true that a certain percentage of your visitors can get converted to your homepage, it does not serve well those who already have a specific item in mind.

For example, a shopper clicks on your ad about yoga mat as he is looking for one he could use both indoors and outdoors. If he is taken to your homepage, he will encounter category listings and promotions for all the dropshipping products you sell. When he gets overwhelmed by the content on your homepage or does not have the patience to search for yoga mats from there, he’ll quickly leave your site.

 

Image: Gopher Homepage

 

Remember, the shopper already knows that you’re selling yoga mat which is why he clicked on the ad in the first place. He expects to land on a page where he could see only the various yoga mats that you’re selling, not all your products. If he didn’t find what he is looking for on your landing page, he’ll bounce and that’s a lost sales opportunity for you.

Meanwhile, driving traffic from your social media ads to your product page or product detail page (PDP) can increase the chance of conversion because they are directed to a page where they can learn more about the product and can purchase outright if they want. This works when you are advertising a specific product like this Instrux Yoga Mat for instance. All traffic for your ad should be directed to this product page, not anywhere else.

 

Image: Gopher Product Page

 

However, if your ad aims to promote a product collection, make the landing page the product collection page or product category page like the image below.

 

Image: Gopher Product Category Page

 

The product category page show multiple products, discounts, prices, and review ratings. You can also add shipping options and trust indicators for more information. When you send customers on this page, most of your potential customers may find the product they want and convert.

What are the important elements of a high-converting product page?

The product page is where the visitor should make his choice whether to buy the product or keep looking. To make it effective in converting the visitor, these elements must be present:

Product Name: The longer the product name the better because every word is a potential keyword for organic search.

Product Description: The copy should emphasize the benefits the customer can get from the product. Ensure that you write product descriptions that sell.

Call to Action: There should be a prominent “Add to Cart” button that leads to a smooth, seamless, and quick checkout process.

Product Images: Use high-quality product images that showcase the products in the best way possible.

Product Videos: Videos can increase conversions by 85 percent. Add a 360° View video or how-to video to demonstrate the features and uses of the product.

Social Proof: Customer reviews and testimonials provide a higher level of assurance to potential customers.

Product Recommendations and Comparisons: Recommend related products to give shoppers an option to compare product benefits and features so they will not go elsewhere.

Trust Seals or Badges: Trust seals convey a sense of trust to shoppers without it, they will less likely buy from you.

Customer Service Options: Indicate all support options available such as chat, email, and phone-in for shoppers’ convenience. Customer service has the power to push a sale, retain a customer, and reassure buyers that you’re looking out for them.

Your product page should provide adequate information. Keep only the essential functions as others may hinder the sale. Treat potential customers the way you want to be served as a shopper and they will be happy to buy from you.

 

Key Takeaway

Your homepage can convert traffic. However, when it comes to paid traffic where you should ensure returns for your ad spend, making the product page or product category page your landing page can lead to better conversions. Just make sure that you have all the essential product page elements in place so as not to waste the chance of getting the sale from the traffic that you paid for.

David Linder

I write about dropshipping, ecommerce and marketing. Owner of www.productmafia.com the worlds best product research agency for Dropshippers.

Leave a Comment