Cover Story: 50 Best Tips of 2009
16. Start a ‘5-second rule’ on your homepage.
Consumers must be able to find what they’re looking for within five seconds of visiting your homepage. “If they have to search to find it, you’ve lost the sale.” Homepages should include right-hand sidebars, taglines/slogans, strong headlines, no navigation, offer/data collection and a powerful direct response sales presentation.
Craig Huey, Creative Direct Marketing Group
“12 Web Site Design Mistakes,” June 23, The ROI Report
17. Integrate SEM with other channels.
Do this to capture the demand search engine marketing creates. Align your company’s marketing resources and external agencies to ensure campaign metrics are speaking the same language.
Alan Osetek, iProspect
“Searching for the Perfect Mix?” June, All About ROI
18. Effectively redirect failed searches.
Logically redirect misspellings, synonyms, slang terms and brand names to the appropriate product pages. Prepare to redirect alternative search terms, such as “freight rates” when customers are looking for “shipping and handling.” Redirect products you don’t sell to substitute items.
Terry Jukes, Ability Commerce
On the Web column, “What’s Your Internal Site Search Failure Rate?” July, All About ROI
19. Focus on ROI and sales.
Focus equally on return on advertising spending and overall sales results. Challenge whoever does your paid search to increase sales and spend by at least 20 percent.
Larry Kavanagh, DMinSite
On the Web column, “7 Ways to Find New Customers Online,” February, Catalog Success
20. Be nimble with paid search.
Don’t leave your paid search campaigns at default so you’re able to react when something changes in your ecosystem that affects your keywords (e.g., out of stocks).
Kevin Lee, Didit
“Myriad Ways to Drive ROI via Paid Search,” May 19, Catalog Success: Tactics & Tips
21. Go beyond matchbacks.
Marketers ultimately want to get more out of media attribution [aka matchbacks] than static stats. Understand the relationships between marketing channels and transactions to gain insight to optimize contact strategies. By measuring, understanding and predicting individual behavior, retailers can be more targeted, providing the right offer for each person while creating more relevant messaging.
Michael Caccavale, Pluris
“Matchbacks: The Next Generation,” June, All About ROI