OBSESSED WITH RESULTS

So, you have an advertising budget for your product and have done all the research to figure out where to run your advertisements, how to disburse between Search, Display, etc.  Now how do you make these ads convert?

The Advertisement:

1. Text and Tone:  Create a strong CALL TO ACTION (this is the #1 most important detail).
   1. Use strong call to action phrases and words.  Examples include:
      1. i.      Free “ex. Get your free copy by clicking here…”
      2. ii.      __% off  “ex. Get 25% off your online purchase…”
      3. iii.      Make the offer time sensitive…”for a limited time only…”
      4. iv.      List cost – example – only $19.99 in bolded text and eye catching color.
      5. v.      New, Premium, etc.
      6. Graphics:
         1. Use graphics that catch the users eye.  Keep in mind that your advertisement is competing for the user’s eye.  If it is text heavy and not appealing to the eye it will be overlooked.
         2. Make sure ads load quickly.
         3. Keep the ad simple to read (i.e. average sized text), no shaky banners (most sites will not accept these and you may not want to be responsible for an epileptic seizure…seriously they become annoying more than anything else and don’t convert into a true sale.)
         4. Adding the touch of human faces to an advertisement also helps the user ‘connect’ with the offer on a personal level.  Remember – many people out there on the web are visual and the competition is fierce to capture their attention and lead them into action.

The Sales Process:

1. You have a click…now what?
   1. The same practice should be applied to your landing page and purchase process as it is to your advertisement.  The key points to focus on are:
      1. i.      Reiterating your offer.  The landing page content/offer should match the advertisement.  If it doesn’t, your messaging will not be clear and the user may think he/she  has landed on the wrong site or that the offer was bogus.
      2. ii.      Strong CALL TO ACTION! Keep that call to action in every step.  What does the user need to do?  Keep it simple, snappy and easy to do.
      3. iii.      Keep the collection of data fields above the fold of each page.  This reduces drop-off rates.  The easier you can make a process for a user the more likely they are to complete the process and not drop off.
      4. iv.      Short transaction process (shorten the amount of pages a user needs to go through in order to hit that oh so important ‘submit‘ button.
      5. v.      Provide a safe transaction zone for the consumer. (i.e. secured shopping).  If you intend to use any  user information for future promotions you need to be up front and let them opt in to this.  Transparency gains trust and hopefully this consumer will not be a one-time shopper but become a loyal customer, fan on Facebook, etc.

Andrea Cravitz
Client Account Manager
Ionic Media