Archive for the ‘Landing Page Optimisation’ Category

My article in November spoke of a large Retailer resisting the common sense approach to investing more on their website instead of classical advertising mediums (i.e. Print, Radio).

Every time I have another example of a large prominent New Zealand Brand and/or Retailer exhibiting resistance and/or ignorance to growing focus in their online channel, I will document their story under the title of ”Lead a horse to water”.

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In early July, I attended the second annual “Search Engine Boot Camp” held in Auckland.  I enjoy listening to the presenters and gain a sense of how they communicate to what should best be classified as “potential customers”.  Let’s face it; they are presenting to Banks, Airlines, and major Retailers, a great opportunity to impress…

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I had a bad dream. 

I dreamt New Zealand Businesses wanted to grow their eCommerce potential but had no idea where to turn for clear information or answers on Online Marketing. Hang on, it wasn’t a dream, it was me thinking about the Breakfast presentation on Online Marketing at the Crown Plaza (Auckland), where the speakers almost tried to confuse the 200 strong Marketing and Senior Managers in attendance.  It was then; I decided to write part 2 of the Online Shoppers Guide on how to find an Online Marketing supplier. 

Don’t get me wrong, they were all good speakers, but they didn’t help.  People come to these things for answers (I come for the food), after the Breakfast, they probably left with more questions!  I left with a stomach ache.

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Every week, every day, potential new customers come sniffing around your site, looking for the scent that gets their tail wagging. If you’d like your site to fetch you more new business, and let’s face it, who wouldn’t? Then here are the 3 things that might be getting in the way of potential leads following their nose to you.

A lot of sites do these 3 simple things wrong, so don’t hit yourself with a rolled-up newspaper if yours is one of them. Just so you don’t leave with your tail between your legs, also included are what you can do to fix the problems…

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The Agency Paradigm:

Back in October 2007, Budget Rent A Car was using an agency to drive their Pay Per Click (PPC) campaign.  Even though Budget’s media cost exceeded their revenue, Budget thought nothing of it.  It was a cost of marketing online, and if Budget wanted to be visible in Google, it was a necessary evil.  Budget had the same mindset for PPC as they did with offline marketing.  The Agency would add it to their communication mix to ensure the “Budget” brand was in everyone’s face, whether people were looking to rent a car or not. 

The “Push Marketing” paradigm to the Nth degree.

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I recently attended the Search Engine Room one day conference in Auckland, and was pleased to see such a great turn out for a first time event in New Zealand.  Numerous speakers from varied backgrounds provided their thoughts on where the online space is heading both globally and in New Zealand. The one comment which still rings in my mind was spoken by a representative for an Advertising Agency (who shall remain nameless).  This individual was asked to comment on the positive or negative effects search marketing has on building brands:  a very good question.  The Agency representative stated search marketing has no value in brand building.  Well, you could have knocked me over with a feather.

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Exceed Online is proud to announce the launch of Yourway Car Rentals, a fully online Car Rental business with two locations based in Auckland and Christchurch. The Senior Management team of Budget Rent A Car New Zealand approached Exceed Online stating they have plans to take on the third tier car rental market, and felt an online business model was the best approach. The Exceed team felt there was potential to be involved with something special. What made the project more interesting was they guidelines under which the project must follow:

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If you have been reading our articles (thank you) you have probably seen us mention the term ‘active window‘ on a few occasions.

So what is the active window and why is it so important?

The active window is simply what the visitor sees on a web page without scrolling.

Simple, right?

Well, yes and no…

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When someone clicks on your Pay per Click ad, promotional email or organic search result, they have caught the scent.

Ensuring the message on your landing page or conversion path matches the start of the scent ensures an early gain in momentum.

Message Matching

Once you establish the scent and have the visitor follow it, it becomes all too easy to have the scent dissapear from the nose of your visitor.

Enter message matching…

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Almost everyone who drives traffic to a website knows and uses the term ‘landing page’.

But when is a landing page not a landing page?

Well, when it’s a conversion path of course.

Let me explain…

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