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April 21, 2006, Newsletter Issue #4: How to get higher conversion rates
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Tip of the Week
Make it clear why someone is clicking on your banner ad. If the user is enticed to click, but does not really know why, he will most often leave your website quickly. Create a unique landing page for each banner message. This is the single most important thing to remember when advertising with banners online. Don’t make a user search for the product or service they just read about in your banner ad. If they have clicked, they are interested, so make it very clear what they need to do next. Create a fast loading web page. Someone who clicks on a banner ad has time to browse, but are easily distracted. Make sure that at least one paragraph of text on your landing page loads in less than 2 seconds, or you will lose the impatient web surfer. Make the ordering process easy. Asking for unnecessary information will cause users to abandon the order process midway through. Split up your order or signup process onto multiple screens so it looks easy to sign up. Make sure your site looks trustworthy. One way to do this is to have a professional looking website. You can also include links to verification services such as the Better Business Bureau or SureTrade.
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