Online Advertising Traffic and the First Law of Web Surfing

Written by Joel Walsh

Hint: don't send send your online advertising traffic to your homepage.

How do you convert online advertising traffic into customers? The key is a phenomenon of human behavior that only comes into play onrepparttar web.

You won't read about this phenomenon in books or articles on general principles of advertising or direct marketing. In fact, traditional advertising professionals and direct marketers often create only so-so online advertising campaigns simply because they've never heard of this phenomenon, even though it's essentiallyrepparttar 136993 first law of human web surfing behavior.

How to convert your online advertising traffic into customers Ready to find out what that all-important first law of web surfing is? Prepare to be not very amazed. You see, everyone who surfsrepparttar 136994 web already knows about this phenomenon of human behavior because we all do it--even you.

So here it is,repparttar 136995 first law of human web surfing behavior, which you absolutely must take into account when marketing your website: While surfingrepparttar 136996 web, almost everyone will hitrepparttar 136997 "back" button if they think there's a chance--even a small chance-- they've come torepparttar 136998 wrong web page.

The corollary to this law of web surfing behavior: Anyone who clicks through to your site via an online advertising link needs to know they've arrived atrepparttar 136999 right place as soon as they get there.

Immediately. Within a second. From a click glance. Without having to read anything. The average human attention span onrepparttar 137000 web has been measured at eight seconds, and you'll have already lost a few seconds whilerepparttar 137001 page downloaded.

The Key(word) to Converting Advertisement-Clickers into Customers How do you make absolutely sure visitors feel like they've arrived inrepparttar 137002 right place?

Makerepparttar 137003 title and first heading of your landing page (the page on which a visitor "lands" after clicking on an advertisement)repparttar 137004 same asrepparttar 137005 headline ofrepparttar 137006 advertisement that brought your visitor there. Ifrepparttar 137007 landing page links to a banner (image) advertisement, userepparttar 137008 same pictures and color scheme asrepparttar 137009 advertisement.

The landing page absolutely must immediately remindrepparttar 137010 visitor ofrepparttar 137011 advertisement.

The advertisements, in turn, must flow logically fromrepparttar 137012 keywords they are targeting. Even if your advertisements are appearing on websites rather than search engine results, you need to be thinking in terms ofrepparttar 137013 keywords people are using to search for your product in order to speakrepparttar 137014 language of your prospective customers.

That's why it is very important both your advertisement and landing page incorporaterepparttar 137015 target keyword prominently, in headings as well asrepparttar 137016 page body. That's also why it's so important you don't send your visitors from online advertising to your homepage--it's unlikely you could optimize your homepage for all your possible advertisements. Visitors who arrive via advertising need to land on a special "landing page," or they may crash and leave your site.

Conversions: your advertising campaign's goal But what happens once visitors land on your site and decide to stay more than ten seconds? It's no use if they just hang around. They need to convert.

Important definition: In online advertising parlance, saying a website visitor "converts," means he or she has taken a desired action toward becoming a customer, either 1) buying something or 2) contacting you for more information, thereby becoming a lead.

The percentage of visitors who convert out ofrepparttar 137017 total number of visitors who arrive at your page isrepparttar 137018 conversion rate. Your goal is to get this rate as high possible. You do that by findingrepparttar 137019 right message to display on your landing page, and also by targetingrepparttar 137020 advertising so you are getting visitors who are most likely to convert.

Coporate Website Content Design Failures

Written by Joel Walsh

Examiningrepparttar failures ofrepparttar 136992 web content design of many enormous consumer corporations.

When you think ofrepparttar 136993 world's most successful businesses, what names come to mind? Most likely, consumer-oriented giants such as Coca-Cola, McDonald's, Sheraton, Disney, IBM, General Electric, and IBM. Not only have they spent billions on advertising to buy their way into your head. They offer convenient products and services that have made them a part of your life.

But when you think ofrepparttar 136994 most successful web sites, what names come to mind? Names like Google, Yahoo! Amazon, AOL, Kazaa (for better or worse), and Hotmail.

The late-1990s mantra aboutrepparttar 136995 web being a disruptive technology that would destroy traditional companies may have been overstated. But a decade and a half intorepparttar 136996 web's existence, it is clear thatrepparttar 136997 world's leading corporations have been sidelined onrepparttar 136998 web.

The biggest shopping site is not but The biggest map site is not but

Established companies have usually only been able to buy their way into this market through acquisitions (as with Microsoft's purchase of Hotmail, which it used as a base for creating MSN).

Why, with few exceptions, wererepparttar 136999 world's most successful web sites not launched byrepparttar 137000 world's most successful corporations?

Many Big Name Companies' Web Sites a Vast Waste of Time for Visitors The McDonald's web site talks about food, but has no real menu. The Coca-Cola USA web site has no clear ingredients list or nutritional information, no recipes for floats or mixed drinks, no company history, and nothing else useful to people who like Coke. All that information has been inexplicably located onrepparttar 137001 “ company” page, which on every other web site is used for investor relations. The Johnson and Johnson web site has useful information if you can access it—whenrepparttar 137002 author attempted to open it, it crashed two different web browsers (Internet Explorer and Mozilla) before finally yielding (torepparttar 137003 Opera browser).

Many big-name companies' web sites offer lessons in what not to do in web design. The biggest lesson by far is not to sacrifice usability in an attempt to look cool, and never forget why your users came to your site inrepparttar 137004 first place. McDonald's may berepparttar 137005 world's largest restaurant chain, but it didn't get that way because of its web site.

Why Big-Budget Websites Are More Often Bombs than Blockbusters The web sites of many successful corporations (both B2C and B2B) are like big-budget Hollywood movies that spend millions on stars and special effects, and a quarter of a percent ofrepparttar 137006 budget onrepparttar 137007 script. Worse,repparttar 137008 special effects of blockbuster web sites are far more annoying than impressive.

Special Effect that Bombs Number 1: Flash! When web sites don't offer any content—any useful information to read—what do they put up there instead? Spinning Coke bottles. Chicken McNuggets and French fries that zoom out toward you when you position your cursor over them. Changing pictures of generic-looking office buildings and men in suits (onrepparttar 137009 web site of real estate giant CB Richard Ellis—but that essentially describesrepparttar 137010 generic look of many corporate web sites).

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