This explains why, according to Daniel Burstein, Senior Director of Content & Marketing at Marketing Sherpa says, “The Marketing Sherpa Landing Page Handbook is one of the most popular resources we have offered in 20 years of publishing.”
However, nutraceutical marketing reveals a big surprise – a shocker, actually – regarding landing pages.There aren’t any.What are supplement businesses doing instead?IT’S LIKE THIS…
My friend Rich decided he wanted to buy a particular kind of supplement. He was looking for an elderberry product for his immune health.The first ad that popped up in a Google search seemed to fit the bill. The headline of the ad included the words “elderberry” and “immunity.” So far so good.However, when he clicked on the ad link, he ended up at the company homepage.
Although it was an excellent homepage, Rich didn’t immediately see what he was looking for, or what the ad promised.The result? He bailed in less than 3 seconds and went looking elsewhere.The same thing happened with all other ads for elderberry supplements.
IT SHOULD BE LIKE THIS…The ad Rich clicked on should have sent him to a product page offering what he was looking for.And only what he was looking for.No distractions. No other options. Only the product, accompanied by a call to action to buy it.
THE REALITY That second scenario is a ‘should’ve-been’. It doesn’t actually exist.Here’s what really happens.A recent Google search on the term, “elderberry,” resulted in seven ads.All of them were linked either to the company homepage or to a multi-products page.Not one went to a landing page.This isn’t unique to elderberry supplements.
The same result came from a search on “quercetin.” None of the nine ads led to a landing page. One of them led to a blog article that didn’t even mention quercetin.Ditto for a search on “pet CBD.” Six ads. No landing pages.
This isn’t a scientific survey with all kinds of statistical bells and whistles. It’s just a few quick searches on three of the more popular supplements. Nevertheless, it reveals a clear pattern.
Nutraceutical ads don’t link to landing pages. Instead they usually link to the company homepage. Or they send a visitor to a products page offering multiple choices.
This observation cries out for explanations.The primary one I’ve seen is that marketing departments don’t have the time and resources for creating landing pages.Seriously, that’s the most common explanation I’ve found.