DRTV DERAILERS eBook-Section 1 - Part 2 of 13 - Irv Brechner

After reviewing hundreds of landing pages web sites and microsites for DRTV products over the years I39ve concluded that there39s nothing as important as having a welldesigned site that converts I39ve seen too many sites that Look nothing like the shortform or infomercial Have poor navigation Have a lot of useless information Present the consumer with numerous links that are not necessary Don39t have the ability to play the original shortform or show Don39t have testimonials or not prominently displayed Bury the offer instead of making it prominent Don39t have a graphic calltoaction Use the word quotsubmitquot in a button instead of something more descriptive Have inconsistent information see 3 such as a different price or offer than is featured in the commercial Have a poorly designed shopping cart see 2 And on and on and onThese basic errors lead me to conclude that site design in many cases is merely an afterthought as opposed to deserving the same kind of attention that the production of the commercial getsTo see why this is so important do the math Shopping cart abandonment where online customers get into the cart and then leave accounts for 70 or more of lost customers Add in bad site design and other common errors and you could be losing 90 of consumers who you39ve spent cold cash to get to your site in the first placeYou should be able to get stats from your webmaster or IT people and determine how many consumers arrive at your site on a monthly basis Imagine that 90 of them leave without purchasing Imagine if you could prevent just 10 of them from leaving amp8211 wouldn39t that add significant dollars to your bottom lineIn the same way you create a Marketing Blueprint andor Creative Brief to design your infomercial follow a similar bestpractices process for creating your web site or landing page Spend the time to review dozens of landing pages for successful DRTV products as I have You39ll see some that are very welldesigned ones you can emulate Benchmark traffic and conversion rates for your current site so you can see how a revised site will enhance conversionSpecifically here are some suggestions based on the list of common errors presented on the previous page Your site should have the same look and feel as your commercial with similar graphics so that consumers will feel comfortable that they are on the right site and that there is consistency between the commercial and the site You don39t need much navigation We pioneered microsites in 1996 and found that having the entire site on one to five pages is all you need I39ve seen numerous sites where the complete site is just one page including all the order information and form In this case less is more Look at every piece of text and graphic on your site and ask yourself quotis this really necessaryamp8230is it helping to convert window shoppersquot You only need to present information that aids in the conversion process Remove all links that don39t contribute to the conversion process You don39t need to provide quotresourcesquot that will distract the consumer from doing the one thing that you want them to do buy You MUST have the ability to play the original spot or longform either automatically when the page loads or clickable by the consumer There are numerous reasons for doing this the consumer only saw a small percentage of the show heshe wants to show it to a family member they want to see a specific part again and so forth In the same way that authentic testimonials are the backbone of your short or longform they need to be present on your site You can put 35 of the best ones on the initial landing page and then give visitors the ability to see more on a secondary page Same with positive press you39ve received awards endorsements and other quotwarm and fuzzyquot thirdparty comments You39ve taken the time and effort to create a compelling offer so make sure it39s prominent on your site Don39t bury it We all know how important the offer is from decades in the DRTV business so don39t relegate it to an unimportant position on your site Your calltoaction should be a bold and prominent button It should be repeated at least two times place one of them above the fold Don39t use the word quotsubmitquot as your CTA graphic It39s a techy term that means nothing to most people It39s easy to come up with something much better such as quotSend it to me todayquot or quotBuy Nowquot or quotClick for Free Shippingquot You get the point Make sure you have several people proof your web site comparing it against information in the commercial You can39t afford to lose customers because of a different price different offer and missing or incomplete information Make sure your shopping cart is simple and has as few steps as possible and addresses the common reasons for abandonmentYou can download the entire ebook at any time at httpDD111acquirgynetIrv Brechner has written over 100 published direct marketing articles and 13 books on a variety of topics He39s been a pioneer in online customer acquisition since 1996 and offline for his 35year career He has developed Acquirgycom39s quotCustomer Acquisition Intel Centerquot acquirgycomintel he evangelizes bestofbreed tactics to help companies acquire customers in the digital age He can be reached at irvacquirgycom Read all Irv39s MediaBizBloggers commentaries at Customer Acquisition IntelCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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DRTV DERAILERS eBook-Section 1 - Part 2 of 13 - Irv Brechner

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