Internet Marketing - Matt Bailey [118]
One of the easiest benefits to promote is savings. TigerDirect.com utilizes this very effectively by promoting the email subscription to visitors at the very top of the website (Figure 11-8). With the simple benefit statement “Sign up for our deal alerts,” TigerDirect has covered two very critical benefits to the customer: money savings and limited-time offers. These are two of the strongest benefits for giving a business an email address; there is a strong level of perceived value in that statement, so the visitor is more likely to respond.
Figure 11-8: TigerDirect.com direct benefit statement for an email subscription
Even offering similar conversion points can be done effectively when the message and the design both follow a similar convention. As shown in Figure 11-9, First Class Flyer provides three primary conversion points to the visitor: Learn More, Start Free Trial, and “Sign up for a free trial issue of First Class Flyer.”
Figure 11-9: First Class Flyer presents three clear conversion points to the reader.
The two blue links go to the same place; one is a graphic link, and the other is a text link. The size, content, and color of the text link indicate that it is a link, because it is considerably different from the rest of the content format. The other conversion point is a button that is easy to see and labeled with a clear purpose of gaining more information, which is exactly what the visitor receives. The calls to action mirror the content and are all clear in function and behavior, giving the reader what they expect to see.
Provide All the Information
In addition to providing a reason for a visitor to take an action, you must remember to provide the necessary information. Dynamism.com (Figure 11-10) has a link to buy that is bright red and in the lower right of the page, which is a logical place considering the layout. However, there is vital information missing that the visitor needs to know prior to making the decision to buy. What is the price of the item? Do you have to purchase the entire set? Is the board included?
Figure 11-10: Dynamism.com presents an unclear purchase link.
Unfortunately, the answer to those questions is located under the image as a gray “pricing” link. In context of the page, this is a very low-interest area of the page, and the gray-on-white color combination creates an understated “blob” of content. Visitors will see the purchase link prior to the “pricing” link because of the red call to action.
The layout used by ThinkGeek, on the other hand, is exceptional, considering all the information packed into a small space yet easily scanned by a user (see Figure 11-11). The information is presented in a way that allows the user to gain the important benefit points and also to see whether the item is in-stock, shipping restrictions, a user-generated video, and a quick description. By designing the content on the page in a logical and quick presentation, the critical information is quickly presented, and a decision can be made even faster by the reader.
This page uses elements of layout techniques presented in Chapter 9 about font size, color scheme, and layout; these are all important aspects of communicating trust and credibility, and the content is designed to point your eyes to the bright orange Buy Now button. Nothing else on the page is that bright or contrasting.
Similarly, Highrise CRM (Figure 11-12; www.highrisehq.com) allows users to select a package that is right for them. Rather than the user having to page through multiple options, the page presents all of the options in a single graphic, complete with pricing. This allows the visitor to see the option that is recommended and what is right for their needs.
Figure 11-11: ThinkGeek presents a clear display of product information and conversion point.
Figure 11-12: Highrise CRM options display