It’s easy to underestimate the power of a landing page by assuming that if all the relevant information is there, the consumer should be able to find what he’s looking for.
Sorry, but the real world doesn’t work that way.
In the real world of online browsing, visitors won’t read, scroll, wait, or think. They want the information to appear immediately in a format they can scan, assimilating all the vital information in mere seconds.
Scrutinize any group of people closely enough and you’ll be able to identify drastic differences in personalities and approaches to various activities. Your target market is no different.
You may have done a stellar job identifying your target market, but can you say you really know them? Or do you just treat them all as “average” consumers? Let’s take a look at the four personality types, as described by Bryan Eisenberg in his book Always Be Testing, that emerge from shopper behavior in order to understand your target market better.
™ V3 N4: Weekly Insights and Ideas
This week’s edition includes a number of useful tips covering brand management and protection, website tune-ups, increasing blog traffic, brand building for those just getting started in social media, and optimizing your content to really speak to your audience:
There’s a psychologically-rooted reason the words “I’ll be back” from customers are the kiss of death for your website.
It’s the reason that you have to sell prospects when they’re “hot;” Any delay can be costly.
For reasons that will become clear in a moment, please check out this video:
This is the trailer for the newly-released book You’re Not So Smart (which, for the record, I haven’t read yet).
™ V3 N3: Weekly Insights and Ideas
If you haven’t heard about it yet, Pinterest is a virtual pinboard that lets people organize and share all the things they find on the web and it is growing fast: traffic is up 40 times in the last six months and it is now one of the Top 10 social networking and forum sites. There is a lot of Pinterest potential for brands and companies and this week’s edition is focused on helping you get started:
You either love ‘em or you hate ‘em. They can boost your website conversions significantly or cost you a truckload of money with little to show for it. I’m talking about PPC ads, of course.
The difference between success and failure in terms of conversion is an understanding of what it takes to create PPC ads that will ultimately motivate people to act. Let’s take a look at the four basic components of a conversion-boosting PPC campaign.
Everyone knows that in order to convert well, you need a landing page that compels visitors to take action. However, what actually goes into creating such a page?
Creating a good landing page is more than just following a list of best practices. Great landing pages should answer the following three basic questions.
™ V3 N2: Weekly Insights and IdeasThis week’s edition includes A/B marketing tests to consider, meta tag importance, live chat benefits, website checklist suggestions, and some insightful research on remarketing to shopping cart abandoners:
– 28 Simple Marketing Tests to Launch in 2012 from HubSpot breaks down the benefits of A/B testing and lists places you can leverage the power of A/B testing that you might not have thought of before
If you operate an ecommerce site, your approach to conversion will be a little different from sites seeking a non-monetary commitment. Because parting with money is always a little painful, your ecommerce conversion strategy will require careful calculation to convince visitors to hand over their credit card numbers. If you’re ready to lift your ecommerce conversion rates out of the 2% bracket and into the 15% or more range, start by implementing this four-pronged conversion strategy.
When you use a PPC (pay per click) advertising campaign, ensuring that you are running effective ads is extremely important. If you run ads that have a low click through rate (CTR), then you are not maximizing the potential traffic to your website from your PPC ads.