Land In A Pot Of Gold With Your Landing Pages
Topics: article marketing, article submission, article distribution, article promotion, article writing
Statistics show that 75 percent of online shoppers are dissatisfied with the shopping experience and most of the other 25 percent are not jump up and down happy with it either. The opportunity does exist, however, to make your visitors very, very happy with a minimum effort on your part. A little planning and foresight goes a long way.
Think like a customer and ensure where they land is specifically relevant to their search terms. Nothing hacks searchers off more than getting to a web site only to find that they must continue to search to get where they need to be. Send them directly to the product information page they are seeking.
Landing pages must be highly specific and easy to navigate to the point of the sale. Make landing pages part of a micro-site to avoid a major overhaul of your main site. This allows for a large amount of flexibility as a marketer. Ensure you include all discounts and coupons there as well.
A random set of shoppers surveyed (Bryan Eisenberg, Nov 2007) uncovered some unsettling facts about what a shopper needs to make a purchase online. Roughly 80 percent reported they rarely, if ever, make a purchase without being completely informed about the product.
Of those, 72 percent will find a competitor that does give them adequate information to buy and they will make their purchase on that site. This should kill any doubts you may have as to value of your content. Informed traffic is more likely to buy where they learned the most about their purchase.
Landing pages must offer up not only first rate products but as much relevant product information as possible for buyers to make informed decisions. Merchants who fail to do this are going out of their way to drive business to their competitors. Let’s hope that doesn’t describe you.
These two examples are not that uncommon. In fact, they are far more common than you might think. There are ways to offset many other obstacles to successful landing pages as well. Here are a few:
* Offer multiple images views of products
* Offer customer reviews
* Use easy to read fonts or allow customers to change the font
* Offer free shipping
* Offer in-stock information on the product page
* Offer in-store pickup for online retailers that have physical stores
* Offer shipping costs early in the checkout process and use 4 or fewer steps in the checkout process
* Respond to e-mail questions within 24 hours
* Offer more ways to pay means more ways to buy: pay-by-check, Google Checkout, PayPal and Bill Me Later
That’s a lot to digest in one setting and more than enough to keep you busy for the next week or two. Solutions to problems don’t necessarily need to be complex to be effective. If you will follow this simple advice, you will see a marked increase in the effectiveness of your landing pages.
Brad McGovern is the Marketing Manager at www.articlemarketer.com and offers advice and news of note to article marketers.Watch for more from Brad at www.articlemarketer.com in the coming days!
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