Is your DRTV advertising campaign offering less-than-impressive results?
There are several factors that can get a DRTV campaign off track – and your online presence can be a big factor. Unless you’ve prepared your website, your DRTV spending could be a waste.
Here are some key web marketing areas to pay attention to before you launch your next short-form or infomercial:
Perfect Your Landing Pages
When your infomercial DRTV viewers reach your website, what are they finding? Your landing pages can convert your traffic, but only if they are set up to move your visitors to the next action – whether that’s buying directly, signing up for free information or an appointment. Look at your landing pages and make sure they are structured for conversions.
Reduce Shopping Cart Abandonment
Getting your website visitors to start the purchasing process is one thing, but having them complete their purchase is another. Shopping cart abandonment is at 78% for DRTV marketers, and there are some easy fixes. For example, be clear with your shipping and handling costs well beforehand, and make it easy for customers to enter their buying information.
Keep Your Website Focused and Clutter-Free
Distracting your visitors with too much clutter can decrease your conversion rates. You can streamline their focus and increase your success rates by having targeted landing pages that feature just one product and just one conversion action. Don’t give your visitors a chance to explore the rest of your site – move them toward making a decision on that page.
Make Use of Your Video Footage
Even if your DRTV customers are coming to your site from seeing a commercial, it can be helpful to have the same or similar footage on your website as well. This will help your visitors see your product in action and get them reinvested in taking the next step toward making a purchase.
With these Internet-specific steps, you can make sure that your website is carrying its weight for your direct response campaign.
Sy Sperling
R. Gregg