Website Improvement Effectiveness StudyMarketingSherpa, a marketing research group, recently published a study on the effectiveness of various website design, management and optimization tactics. A survey was completed by nearly 1,000 professional marketers as to which initiatives were effective or not effective. Below are the results:
This survey highlights what we at Full Media have been preaching for a while: the work doesn't stop with top rankings. Once you are successful in getting traffic to your site, you can't just expect them to immediately want to buy, schedule an appointment, or sign up for more information from you without a little encouragement.
These results highlight that the most effective website marketing tactic was to implement unique landing pages and optimize design and content for conversions - yet another example of how the "don't make me think" marketing strategy works. People on the internet are impatient and lazy. If they click on an ad that talks about a particular product that may have grabbed their interest, and they are taken to the homepage of the website, you are going to see a significantly lower conversion rate than if you took them directly to that product page within your shopping cart. An extra 60 seconds spent locating the most appropriate URL will go a long way in increasing your bottom line. And that perfect landing page doesn't exist, create one.
Moral of the story: make it as easy and obvious as possible for the visitor to complete the desired action.
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By Lauren Pickens