PlusOne – Marketing Musings

While increasing web site traffic using search engine optimisation is a particular focus for many website owners, making the most of visitors when they have arrived is, arguably, even more important.

This is amplified if the website owner is using pay per click on any of the search engines where conversions hold the key to ROI.

Which introduces a thing called continuity.

In its most basic form and one which will be talked about here, is ensuring that people find what they expect after clicking on an advertisement link – be it text or a graphic.

Often plenty of thought is given to wording of PPC ads and these ads then link through to a landing page, be it the main page of the site or some other page.

But often when the visitor lands on the page confusion reigns. They do not see the familiar words or phrases from the ad.

What continuity means is that there needs to be a high element of recognition on the landing page compared to the ad.

Think about an ad that sells insurance. The graphic could show a pretty woman leaning on her car saying “For women drivers, nothing beats ABC Insurance”.

Good continuity means having the SAME graphic on the landing page (instant recognition and reinforcement) and text that again refers to ABC Insurance understanding the needs of women drivers.

The continuity issue needs to extend to every page – if people are expecting it, deliver that recognition. Do not leave doors open for confusion.

Try this and see the difference to the depth and potentially the increase in conversion rates on your site.

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