DRTV DERAILERS Section 3 - Part 4 of 13 - Irv Brechner

In thinking about this issue the notion of quotbait and switchquot comes to mind Online consumers these days are very savvy and they can easily leave your web site for greener pastures when they smell something that39s inconsistent It39s human nature to become cynical when the infomercial says one thing and the site says another especially if it results in more money coming out of the consumers39 pocketThere are pretty much only two reasons why price offer andor other details would not be the same on the site as they are in the commercial You39ve done that on purpose It39s an accidental oversightBecause consumers have the ability to compare products prices and offers quickly and easily with a wide range of online tools it39s pretty risky to deliberately have a difference between the commercial and online especially if there39s no good reason Why risk turning off hundreds or even thousands of consumers all of whom could post negative comments on sites about an experience like this Why have an online price that39s higher unless the offer is different and has greater value and you39ve identified that in the copyGet your site design people to communicate with the scriptwriters and production people so that there are no inconsistenciesIf there is a difference due to testing different offers and price points for example the ideal scenario is to make a copy of your web site for each offerprice test and change that information accordingly If you do that make sure the URL in the infomercial goes to the correct landing pageWe advise not using quotsuffixquot web URLs such as wwwdomaincomTV32 because most consumers do not type in what comes after the quotcomquot and if they do and make a typo the consumer will see a quotpage not found errorquotAn easy way to test different offers is by using quotprefixquot URLs such asBuyDomaincomGetDomaincomTryDomaincomThe quotbuyquot URL goes to one landing page while the quotGetquot and quotTryquot domains go to other pages Therefore each offerprice is consistent both in the commercial and onlineYou 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 Section 3 - Part 4 of 13 - Irv Brechner

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Irv Brechner

The Ad Council, Huntsman Mental Health Foundation and Amazon Announce “The Mind Set” to Support Mental Health - Ad Council InSites

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DRTV DERAILERS Section 3 - Part 4 of 13 - Irv Brechner

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