Marketing – Page 63

Focus In Marketing – More Usually Isn’t Better

Reminded of one of my favourite marketing themes the other day…

…the need for, and the power of, FOCUS.

Happened when I noticed an ad for Snap printers making a big thing about all the new services they offer.

Their tagline is…

…”We do more”…

…which gives you a clue as to the problem.

More of what?

For who?

Why?

What’s it going to do for me?

When you look more closely, you discover that Snap are offering a number of services such as design and customisation…

…plus marketing advice.

A “complete marketing solution” in fact, whatever that means.

So what’s the problem here?

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Better Website Conversion Tips – Part 9

Better Conversion Tip #9 – Test

Split testing, also known as A/B testing, is the process of having two identical pages (except for one change) rotate randomly to see which one generates more sales (or opt ins, or whatever the goal of the landing page).

A little piece of code called a “cookie” is stored on their computer, so if they return to your page again, they will always see the same page where they originally landed. This is important because you don’t want them coming to your landing page and seeing one deal, then returning later and seeing another.

Whenever you contemplate making a change, you should always split test the change against the control (the control page is the one that is generating the most sales or opt ins or whatever). The object of split testing is to always try to beat your control. Then the one that beat it becomes the new control, and the process starts again.

If you take away anything from this tip about split testing, it should be this: Split testing is an ongoing process. It never ends. You should always try to beat your control. Sometimes one small change will make a big difference. This is especially true when split testing headlines, because more than 5 times as many people read your headline than they do your copy. So headlines are a good start to get the biggest bang for your efforts.

In fact…

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Discretion In Marketing Is NOT A Virtue…

…plus a couple of other marketing observations on this, the first day of the second half of 2011!

In no particular order…

1. The last few days as I’ve been out on my morning walk, I’ve noticed an ad on the side of a passing bus. At first glance, it contains only the headline or phrase “Impeccable Taste”. No obvious call to action. Today, I notice that tucked away in the bottom right hand corner of the ad is a website address (I confess, I’ve already forgotten what it is…I’ll update when I can).

Firstly, the ad itself isn’t compelling copy. But making matters worse is the wimpy call to action and then, in effect, hiding it away!

Now the ad may be very “tasteful” but that’s not going to get results. Always remember in your advertising and marketing that you want to (a) make it very clear what you want people to do and (b) make it easy for them to do so.

2. Next…

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Better Website Conversion Tips – Part 8

Better Conversion Tip #8 – Create Targeted Landing Pages

When you’re driving traffic to your website with ads, make sure the visitor arrives at a page that is consistent with the message in the ad. In most cases, that means that it will be far more effective to have a targeted landing page for the traffic, rather than simply send the traffic to your home page.

The same general principle applies to other traffic sources such as articles. If you’re promoting your expertise in specific area, make sure the link from the article goes to a page that contains relevant information about that area.

Why do this? It’s all about having a smooth-flowing “conversation” with the prospect. You’ve attracted attention with a specific message and you want to continue that conversation.

Also, if you sell a product that, for example, appeals to both doctors and dentists, create separate landing pages that speak directly to each group. That is, you’ll have a landing page that speaks to doctors and another that speaks to dentists. If you advertise in an ezine for doctors, you would want your link in the ad take them to the doctor landing page. Same goes for dentists.

Whatever ad or article they are viewing, your landing page should be an extension of that ad or article. You want to continue the conversation already going on in their minds. Not only is this more effective than a “one size fits all” landing page, but with Google’s changes in their Adwords policy, you’ll find your cost per clicks may go way down if your landing page is more relevant to the ad you are showing.

For example, if I search for “how to grow tomatoes”…

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