Landing page

Unfortunately, when e-commerce came to Denmark around 1999, there was no Shoporama platform. So people had to make do with what there was. This meant that the first webshops were hugely deficient in terms of usability and SEO, conversion optimization, etc.

Back then (and almost until Shoporama came along), webshop owners could typically only categorize their products sparingly. This meant that if you sold swimwear, you could take a piece of swimwear and put it on the front page in the "swimsuits" category and that was it.

But clever SEO consultants quickly realized that people were also searching for "Hummel swimsuit" and "Blue swimsuit" and "swimsuit on sale" and a lot of other variations of this. But because this category page with 50 swimsuits had both "blue" and "Adidas" but not "offer", there was not much chance of Google or users finding the page with "swimsuits on offer".

The eager SEO consultants then set the poor webshop owners to work creating landing pages. These were niche categories that only contained the words "Hummel swimsuits" and the webshop owners had to find all the Hummel swimsuits and put them in a category.

This meant that now the SEO consultants could get a page to rank for the words "Hummel swimsuit" and even better: The pages converted much, much better. It was a huge success for both webshop owners and customers. But it was a lot of work. You suddenly had to divide the products into many categories and you also had to remember that when an item was no longer on offer, it had to be removed from all the landing pages where something with an offer was included. It was effective from a marketing point of view, but extremely resource-intensive

Luckily, Shoporama came along

At Shoporama, we had years of practical experience in e-commerce before we built the engine. So we knew how essential landing pages were. We also knew how time-consuming they were. Therefore, it was quite important that we created a solution where it's easy to build landing pages. A good landing page should have text, url, title and products that match the search. For example, if you want "Hummel swimsuits on offer" on a landing page, it's important that the words are included.

Many shop systems solve this challenge by landing on a page with swimsuits and then a filter removes the products that are not from Hummel and are not discounted. But the wording on the page remains the same, so it's hard to rank and it's difficult to achieve a high quality score in your Google Ads.

Shoporama solves all this with our "landing pages". In Shoporama, you don't have to sit and move the products onto the landing page. You set up some rules such as "tag all products in the swimsuit category that are also from the Hummel brand and that are discounted". Shoporama will then find them. When a swimsuit is no longer discounted, it disappears from the site. So your work as a webshop owner is significantly reduced.

In this video you can see how easy it is to create landing pages

Why are landing pages so good?

The concept of a landing page is really just a page that is tailored to your visitors' search (or an ad). In Shoporama, a landing page is a dynamic category where products are pulled in. However, in the online marketing industry, landing pages are when you have created a page for a specific purpose (e.g. selling a course).

The two big advantages of landing pages are that they convert really well and they are significantly easier to rank in search engines. In Shoporama, we've also made it easy to build them.

We know online marketing in Shoporama

We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.