Fall is a busy time of year for online retailers and marketers. Legions of designer elves are busily crafting emails, homepage graphics, banners and buttons. In their frenzy to create the prefect campaign many often forget to appease the mighty long tail of search. When your landing page is not always your home page is your offer visible? If it’s not it should be and here is why.
I recently built an exclusive offer for an eCommerce client from one of their best selling brands. They have had success in the past running the standard campaign components: email, homepage, social media, banners and buttons for their affiliate program, etc.
As launch day approached I wanted to try something different and pitched a “Product Page Offer” as an additional component. This offer would run in the header and would be visible across all pages of the site. I based this pitch on long tail traffic patterns and the idea that with search your landing page is not always your home page.
Am I glad I did. The results of the test where not at all what I expected. Based on historical patterns I assumed the email component would have the best conversion rates, followed by homepage, social, product page and affiliate.
The results of the campaign turned my theories upside down. The “Product Page Offer” converted at an unbelievable 34%. It made email, the home page offer and our social campaign look like a joke. It was such a powerful converter they could have run with just that one offer and made more then all of the other components combined. Check out the numbers for yourself
Cyber Monday Tip
Make sure your offer is plastered across every page of your site, this holiday season I will be doubling the space I allocate for this type of offer.
If you are feeling understaffed or having trouble executing your holiday playbook. Take my landing page optimization service for a test drive and watch your conversion rates soar.