I've had an ecommerce site for 5 years - I offer downloads, nothing tangible.
I've always linked my ads to the homepage. It's just one service I offer and it's never seemed logical to link to "landing pages".
I've done a LOT of A/B and multivariate testing using adwords tools and have got my "conversion" rate from 8% 2 years ago up to 16-20% now...where a "conversion" counts as someone clicking through to the
"Sign Up" page.
I got to thinking this week - would it be worth it to link all my adwords ads straight to the sign up page. I imagine everyone landing there would have to go clicking around the site to see what it was all about anyway. Has anyone had success with this policy? It seems a bit pushy to me - like getting someone coming into a store, pushing them straight to the cash desk and saying "wait there, we'll get the products you want and bring them to you."
I suppose I could always try for a month and see what happens....