How Salomon increased its Google Shopping conversions by +9% thanks to post-click optimization with Smart Landing Page

Optimizing the post-click experience to improve Google Shopping performance

An iconic outdoor brand, Salomon is accelerating strongly in e-commerce and the direct-to-consumer model, with an increasing portion of its revenue generated online. To support this dynamic, Google Shopping and Performance Max occupy a central place in the brand's acquisition strategy, capturing large-scale purchase intentions in highly competitive markets.

The challenge: converting already qualified Shopping traffic

If media performance is under control, one observation is quickly obvious: the post-click experience of Google Shopping visitors does not fully exploit the potential of this qualified traffic. Traditional product pages don't always meet users' immediate expectations — looking for sizes, availability, variants, or alternative models — limiting engagement and holding back conversion.

In a context of growing investments in Google Shopping and Performance Max, this gap between acquisition and conversion is becoming a major business challenge.

The answer: a post-click strategy dedicated to Shopping traffic

This success story looks back at how Salomon addressed this point of friction by rethinking its post-click experience. The approach is based on landing pages designed specifically for Shopping traffic, oriented towards exploring the catalog, quickly comparing products and highlighting key information as soon as they arrive on the page.

The objective: better guide visitors, strengthen engagement and transform each media click into a measurable conversion opportunity, while respecting the brand universe.

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