This quick case illustrates how even a major player in clothes retailing, Eddie Bauer, can make some pretty major gaffes in its Pay per click marketing and site usability – and how the two go hand in hand on a successful site.
I’m just a bit taller, with a bit of a paunch, so when I buy shirts, I need a shirt made for taller men. Such sizes are becoming more common, but still, it can be a bit difficult to purchase clothing in those sizes. So I hit Google with the search phrase, “tall men’s clothing”. The Eddie Bauer site comes up at the bottom of the paid results on the right column.
The resulting page has NOTHING to do with tall men’s clothing.
I look around. There is a link on the bottom, “Shop Men, Men’s Big & Tall”. I click.
The resulting page has a series of navigation items, “Tall, Up to XXXL, Long Rise, Short Inseam”. Clicking on any of those provides a pop-up that EXPLAINS those terms. A major link on the bottom says “find your size in the style you want” – which provides a popup with a size chart.
I’m about to give up. But wait, there is a link to “men” on top – with a dropdown item that says “shop by fit”. But no; nothing on that page with Big and Tall.
I give up.
Very simple: The landing page should have brought the user to relevant content.
This is one of the many illustrations of why paid PPC management pays for itself. Besides increasing the conversion rate, a good PPC manager (yes, like the DragonSearch team!) will identify a larger portfolio of long tail key phrases, insure that WHERE the ads are showing are the most effective, and help to make sure customers have a better experience.
By the way; Eddie Bauer isn’t the only culprit.
- Land’ End – same problem as Eddie Bauer – no special landing page
- Thomas Dean – landing page had ONE item on it. And it was big, not tall.