Through email campaigns, pay-per-click, and more, you’re driving people to your website every day. However, it’s likely the majority of your traffic is coming straight to your homepage. This seems like the ideal place to send people, but in reality, it’s one of the worst options. Make sure you’re sending people somewhere useful.
Microsite or Landing Page
Are you targeting a specific subsection of your audience? If so, make sure to send them to a microsite or landing page. These pages can be created specifically for the audience you target. This is most effective when used for pay-per-click campaigns. When a customer clicks on the link, it takes them to a site specifically related to what they searched for. They will feel more connected to your company and your product this way, rather than if they were simply taken to the home page.
Image via Flickr by Mike Licht
When you send out email campaigns, you need to make sure that all links you include are targeted. If you talk about a specific product release, take your customers to the blog post that talks about this. When you’re able to get people to your posts, you’re able to give them more information about the company and products you offer. Make sure you’re not sending them to the blog homepage, but to a specific post. This helps customers connect better with what they were reading in the email. If you send them to the main blog page, they’ll be confused.
Whether your customer is coming into your page through a PPC campaign, an email, or a social media post, one great option is to immediately show them a product. This is especially true if they found your link by searching for a specific product. When you’re able to link them to exactly what they’re looking for, you’re going to increase conversions. This not only helps your company increase revenue, but also helps the customer feel like you’re able to give them what they need and what they’re looking for.
Do you have videos to help explain your product or service? If you don’t, you should. Video tutorials are great for your marketing campaign, and help your customers significantly. If you already have videos, you can easily send your potential customers to these, to help entice them into buying. Make sure you have some targeted videos that will make them want to buy from you.
Tutorials should be based on why to buy the product, not necessarily how it works. When you send customers or potential customers to these videos, they’re able to get information they need quickly and easily without having to dig.
There are several places you can send your customers other than your homepage. When you only send people to the homepage, they feel lost. They aren’t sure where to go to get the information or product they want. Customers sent only to the homepage are more likely to leave the page than make a purchase, so choose one of these alternatives to help ensure your business’s success.
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By Jon Correll