Visitor Experience after the Click
Everyone that advertises online (as well as most offline advertisers) will attempt to direct people to their Web site for more information. However, before pointing them to your Home Page, consider the message or topic of the advertisement. What you want to do is direct people to the information as quickly as possible. In order to do this, you may want to develop landing pages for each specific product or service that you offer. This will help reduce the chance of a potential customer becoming lost or confused, and then leaving the site. Once they're on your site, you have them interested, otherwise they wouldn't be there. The next challenge is to convey your message or offering clearly and to entice them to continue to the next page. Picture this entire process as being like a funnel. As a potential customer comes in, you want to navigate them to a conversion page (either a point of sale or a contact form). You may also want to test the layout(s) of your landing page on a focus group. Studying the user's experience, as they navigate through the site, will tell you what works and what doesn't work. One last tip, be sure to study your Web site statistics. Not only will you be able to see how many conversions (sales or leads) were made during your marketing campaign, you can also see the point at which non-converting visitors left the site. By considering the cost of the advertising campaign vs. the number of new business sales, you'll be able to decipher your return on investment (ROI).

To learn more about how we can help improve your company's online visibility, through Internet marketing, contact us today for a free consultation. Feel free to visit our office located in Lima, Ohio or contact us via phone or Web.