We show you how you can improve the online shopping experience with Google Shopping through your landing pages and increase e-commerce conversions.
One of the most common best practices of landing pages are single product detail pages that focus exclusively on the item from the shopping ad.
If you think about the user journey of shopping users, this approach is only sub-optimal. This is because potential customers return to Google Shopping after being unsuccessful on the product page.
It makes much more sense to present other products to potential customers that could also be relevant. Thus the user remains in your shop and there is no possibility to buy from a competitor.
To achieve this we advise you to work with multi-product-pages.
What are Multi-Product Landing Pages?
As the name suggests, multi-product-pages stand out by the number of products displayed. Here it is particularly important that further relevant articles are presented “Above the fold”.
This representation can come in different variations. What’s important: Further articles must match the initial keyword and be available without further scrolling.
We used Google Shopping in Switzerland to search for a Weber grill in order to show you how it’s done.
We found the classic single-product format directly from providers such as Hawk, Jumbo, and Netto.
Galaxus, on the other hand, has recognized the opportunity of a multi-product landing page and is using the space smart Above the Fold to offer suitable alternatives and additional products.
What effect do Multi-Product Landingpages have?
Google Shopping records almost twice as high conversion rates due to the adapted form of the landing pages.
Interestingly, Single Product Conversion Pages are more successful in social advertising. The reason for this is the respective user intention at the time of purchase. While users are referred to an individual product via social media, the user of Google Shopping is looking for the best solution for him. By offering him comparable products, the decision process for the Google Shopping user is simplified.
Conclusion and recommendation for Google’s Shopping Landing Pages
If you, like many other e-commerce shops, focus on Google Shopping, you should definitely consider implementing multi-product pages.
Google Shopping is thriving, here is an article on changing EANs.
We have addressed this topic in our Fireside Chat #26! There we talk in detail about the opportunities of multi-product pages: